Data points A significant proportion of business schools are using artificial intelligence (AI) to create course content, with further
applications in programme provision also in evidence. Tim Banerjee Dhoul delves into findings from a recent AMBA & BGA global survey conducted by Ellen Buchan
From content creation to personalisation
reported its use in offering participants individualised courses. Taken together, this means 64 per cent of school leaders have observed the use of AI in the design or delivery of programme content in some shape or form. This underlines the technology’s potential in support of innovative pedagogical techniques and educational delivery – and this does not take the emergence of new players, such as China’s DeepSeek, into account. Of course, AI is also a topic that is increasingly covered in management education courses. Among respondents from around 300 business schools across 40 countries surveyed in a recent GMAC report, 78 per cent said that teaching on AI had been integrated into their curriculum or learning experience. Most commonly, according to the report, AI is discussed in the context of business ethics and in modules exploring its potential to inform decision-making and strategy.
sing AI to create course content is currently the most popular application of the
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AI can help school leaders, learning designers and faculty members to create a wide range of content, from traditional course readings and case studies to interactive polls, quizzes and games, especially when used in conjunction with a school’s learning management system. At some business schools, AI is now infusing processes of curriculum design. Around one in six (17 per cent) of AMBA & BGA’s survey respondents said their school had implemented the technology in this way, with 13 per cent expecting to see this development in the coming year. AI can also facilitate the delivery of content tailored to individual students, based on their progress and preferences. Some 13 per cent of respondents said that their school has been using AI to deliver personalised content, while eight per cent
technology at business school, according to the recently released AMBA & BGA AI Survey 2024 . Among 142 school leaders and faculty members worldwide, more than a quarter (26 per cent) said that their institution has implemented AI technology in the creation of course content. In addition, 30 per cent of school leaders and faculty indicated that there are plans to integrate AI technology in this way over the next year. This is also the area that is most earmarked for growth by these industry insiders. Among those surveyed, a sizeable majority of 60 per cent felt that market leader ChatGPT’s biggest impact on their school in the next five years would be in the creation of course content.
10 Business Impact • ISSUE 1 • 2025
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