I can live without you, or … perhaps not? GenAI in business education

Zane Varpina and Kata Fredheim

Chapter 8 in Multidisciplinary Movements in AI and Generative AI, 2025, pp 135-160 from Edward Elgar Publishing

Abstract: This chapter examines the role of Generative Artificial Intelligence (GenAI), with a focus on ChatGPT, in higher education in Latvia. ChatGPT, launched by OpenAI in November 2023, has become a significant tool in various sectors, including education. This chapter explores its use in business education, with a special focus on students’ attitudes towards AI. The study acknowledges the dual impact of AI, i.e., its potential to enhance learning and the challenges it poses to academic integrity. Given the reliance on technology in education and ChatGPT's text generation capabilities, the objective of this chapter is to address the question of how ChatGPT impacts higher education. Through a survey-based case study at a Latvian university, the chapter investigates business students’ perceptions and usage of GenAI using the Technology Acceptance Model (TAM) as a framework. The central question is their engagement with GenAI in their academic pursuits. The chapter shows ChatGPT's current applications in higher education and informs policies and strategies for AI integration in educational settings. This study contributes to the understanding of GenAI's role in the evolving landscape of higher education, highlighting the necessity for informed approaches to its use in academic environments.

Keywords: GenAI; Technology; Higher education; Learning; Creativity; TAM (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035358656
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