As part of the DIGIT NAWA project, we have published a new report exploring marketing students’ expectations, concerns, and readiness to work with Artificial Intelligence.
Our findings show that students are already confident operational users of AI. They use AI tools frequently and generally perceive them as an important part of the future of marketing. However, their readiness decreases when AI applications require strategic thinking, managerial judgement, and ethical decision-making.
The study identified distinct AI collaboration profiles and highlighted important competency gaps, particularly in:
✅ responsible AI use
✅ critical evaluation of AI outputs
✅ advanced and strategic applications of AI
Interestingly, these gaps are most visible among students who are the most enthusiastic about adopting AI technologies.
What is particularly striking is the consistency of these patterns across European and American respondents. This suggests a shared challenge for marketing education worldwide: responsible AI and strategic judgement should not be treated as add-ons, but as core competencies developed from the very beginning of the educational journey.
The report offers practical insights for educators, universities, and employers seeking to prepare future marketing professionals for an increasingly AI-driven environment.
Full report can be found here 👉 https://ue.poznan.pl/wp-content/uploads/2026/08/DIGIT-report-6.pdf