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    Integrating Generative AI into Live Case Studies for Experiential Learning in Operations Management
    (MDPI AG, 2025)
    Salinas-Navarro, David Ernesto  
    ;
    Vilalta-Perdomo, Eliseo
    ;
    Palma-Mendoza, Jaime Alberto
    ;
    Carlos-Arroyo, Martina
    This research-to-practice study examines how Generative Artificial Intelligence (GenAI) can be integrated into live case studies to enhance experiential learning in higher education. It explores GenAI’s potential as an agent to learn with scaffolding reflection and engagement and addresses gaps in existing applications that often focus narrowly on content generation. To explore GenAI’s agentive potential, the methodology illustrates this approach in a UK postgraduate operations management module. Students engaged in a live case study of a local ethnic restaurant to refine its business model and operations. The data sources used to examine students’ results included module materials, outputs, and feedback surveys. Thematic analysis was employed to assess how GenAI facilitated experiential learning. The findings suggest that GenAI integration facilitated exploration, reflection, conceptualisation, and experimentation. Students reported that the activity was engaging and relevant, facilitating critical decision-making and understanding of operations management. However, the outcomes varied according to GenAI literacy and student participation. Although GenAI-enriched learning is beneficial, human agency and contextual knowledge remain crucial. Overall, this study integrates GenAI as a cognitive partner throughout Kolb’s ELC. This study offers a transferable framework for active learning, illustrating how technology can enhance critical and reflective learning in authentic educational contexts. However, limitations include uneven student participation and engagement, resource constraints, overreliance on artificial intelligence outputs, differentiated impact on learning outcomes, and a single-case report, which must be addressed before the framework can be scaled up. Future research should test this through multi-case studies while developing GenAI literacy, measuring GenAI impact, and implementing ethical practices in the field. ©Los autores ©MDPI.
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    Challenging human creativity: an exercise of co-creation with generative artificial intelligence
    (Vilnius Gediminas Technical University, 2025)
    Flores Heymann, Bernardo
    ;
    Briedis, Mindaugas  
    This paper explores the collaborative potential between humans and generative artificial intelligence in creative contexts through a co-creation framework. The study uses ChatGPT to develop narrative elements such as slogans, taglines, and claims for university marketing programs, comparing human-generated and artificial intelligence-generated content to evaluate effectiveness and engagement. Results indicate that while artificial intelligence can contribute useful and creative content, human participants still prefer human-generated narratives in many instances. The study also highlights how generative artificial intelligence can enhance creative processes by accelerating ideation and reducing cognitive load, but it raises concerns regarding the originality and diversity of artificial intelligence-generated content. This research provides insights into the integration of artificial intelligence in collaborative creative work and suggests best practices for leveraging artificial intelligence tools in marketing and communication strategies. ©The authors ©Vilnius Gediminas Technical University.