Beyond Textbooks: How AI is Transforming Education at IU

Prof. Dr Tigre Moura: AI, particularly generative AI, is the most transformative innovation we've had in education in a long time. Right now, most people don't fully understand AI's potential, but in the next 5 to 10 years, we will all get used to and depend on it. It's crucial that IU is leading in actively integrating these technologies, as they're set to become a necessity.  

There's so much potential for how AI can enhance learning. For instance, in my Marketing Research course, AI allows us to instantly review and discuss customer feedback, which breathes a fresh twist into our sessions. It's also great for independent study, catering to students who need more flexibility due to their unconventional schedules or other commitments.   

Across our various degree programmes, our focus is on preparing students with transferable skills, especially those related to technology. We truly believe that adaptability in this digital era is crucial. 

Francisco Tigre Moura has been a Professor of Marketing and Business Administration at IU since 2013. He holds a Bachelor's degree in Tourism, a Master's degree in Business Administration from Universidade Federal de Pernambuco/Brazil, and a PhD in Marketing from University of Otago/New Zealand. 

Before joining IU, Tigre Moura taught at various universities at home and abroad for over eight years and gained industry experience in the tourism sector in Brazil and New Zealand. As a researcher, he focuses on music and marketing, tourism and technology, internet and society, web design, consumer behaviour online, cultural manifestation online, and website localisation. 

Prof. Dr Tigre Moura: With AI technologies, the possibilities in terms of customisation and personalisation in education are endless. While there may be a decrease in human interaction in cases where students independently interact with AI systems, it all depends on how we use AI. There can still be human interaction in learning environments – like we do at IU with Syntea.  

Prof. Dr Tigre Moura: Generative AI has democratised content creation, making it more accessible across different mediums. This is a game-changer for SMEs that typically have a tighter marketing budget – AI now makes it possible to create great campaigns and advertising at very low costs. It has also spurred a boom in start-ups, simplifying starting a business. But all of these come at the cost of increased competition.  

In marketing research, tasks like online analytics can be automated. Therefore, marketers can access content more comfortably and automate numerous tasks. At the same time, AI has allowed us to better understand consumer problems and develop solutions faster, generating more value for consumers. This is a very positive aspect.  

Prof. Dr. Tigre Moura: Certainly. One key concept is co-creation with AI tools, which I'm exploring in my new book. Students often make the mistake of relying entirely on these systems rather than using them to enhance their learning process. One thing I always emphasise to my students is that for education to truly transform you, you need to be challenged.

As we gain familiarity with technology, we gradually comprehend its real benefits, primary value, and the most effective way to employ it in different situations. 

Prof. Dr Tigre Moura: Well, it's difficult to say what I would do differently because the realities are so distinct that you can't compare – when I was in university, we didn't even have social media then.   

One obstacle for students today lies in distinguishing between staying informed and being distracted. It's a huge challenge for the current generation since we're all just one click away from entering a completely different place and losing track of productivity.  

On the other hand, it's much easier now to have access to discussions about societal issues and problems. This is where you can make a meaningful contribution. There's abundant content available, so be open to listening and absorb as much as possible.