Kenesei Zsófia – Iványi Tamás – Huszár Sándor – Csóka László (2025): Hogyan használjuk az MI-t mi?
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Kenesei Zsófia – Iványi Tamás – Huszár Sándor – Csóka László (2025): Hogyan használjuk az MI-t mi? In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 47–48.
Authors
- Zsófia, Kenesei. Budapesti Corvinus Egyetem.
- Tamás, Iványi. Budapesti Műszaki és Gazdaságtudományi Egyetem.
- Sándor, Huszár. Szegedi Tudományegyetem.
- László, Csóka. Szegedi Tudományegyetem.
Abstract
How do we use AI? Exploring AI usage patterns and attitudes among marketing educators in Hungary
Artificial Intelligence (AI) has become an important component of higher education institutions, impacting both education and research. Advances in technology have made AI-based tools increasingly valuable in these fields.
This research aims to explore how marketing educators in Hungarian higher education perceive and utilize AI: specifically, which tools they are familiar with and use, how reliable they believe these tools to be, and the benefits they associate with them. Additionally, the study examines the ethical considerations that arise in connection with these various activities.
The research also investigates whether there are distinct groups within the teaching community that hold different attitudes towards the use of AI. Based on the responses of 53 participants to a questionnaire survey conducted at Hungarian universities, cluster and factor analyses were applied to identify distinct groups of instructors based on their attitudes and usage patterns. The results provide valuable insights into the perceptions of marketing educators in Hungary regarding AI, and they highlight areas where further development, awareness, or methodological support may be necessary.
Artificial Intelligence higher education ethical considerations.
Language
hungarian
Details of publishing collection
Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025