To resist using artificial intelligence tools in the classroom is like fighting against a tidal wave — there’s no way to stop it and no way to catch it, according to marketing Professor Andrew Perkins.

While he has colleagues at other universities who make AI tools illegal or use outdated technology to catch students using ChatGPT, Perkins is one of several Carson College of Business faculty to proactively integrate new technologies into the classroom under the premise they will make students more competitive in the workforce.

His senior capstone class “Marketing Management” uses large language models like ChatGPT to enhance students’ academic performance and ability to communicate effectively in a digital world.

“These tools level the playing field for everybody and have a huge societal component. The combination of an internet connection and access to AI, even a free version, allows anyone to leverage their skill set up to 100 times over what they would be able to do by themselves,” Perkins said. “That allows anybody in the world to educate themselves and start a business, get hired, or build skills.”

Perkins says AI allows him to be more creative as a teacher and more efficient with time, freeing him up to work on engagement, discussion, teamwork, and assessment instead of spending hours writing a case study or classroom activity.

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AI has changed a lot about the way Perkins teaches, but not everything.

No matter the topic or grade level, Perkins strives to put students at ease while challenging them to use AI tools. Relaxing jazz music plays in the background during class, and he often uses games to reinforce learning.

“The real-life economy projects we’ve worked on over the semester are my favorite and have been a super fun experience. You can tell Professor Perkins cares about us a lot and wants us to succeed after we graduate,” said Lucas Smith. “Using ChatGPT really expanded my outlook on what the future workforce is going to look like and how our future employers will expect us to use AI models.”