Leveraging Artificial Intelligence In Project-Based Service Learning To Advance Sustainable Development: A Pedagogical Approach For Marketing Education

Artificial intelligence (AI) has revolutionized various aspects of teaching and learning in higher education, with the potential to significantly enhance learning experiences, streamline administrative tasks, and foster personalized education. As the use of AI by students and instructors expands, it is crucial to carefully consider both its benefits and risks, as well as to adhere to ethical guidelines and best practices. A systematic literature review was conducted to investigate the application of experiential learning theory in marketing education, particularly focusing on the integration of new technologies and tools, such as AI, within project-based service learning (PBSL). This review explores how these integrations may positively impact student learning outcomes, community partner benefits, and contributions toward the United Nations' Sustainable Development Goals (SDGs). Specifically, the potential of AI in the marketing classroom to advance these goals was examined utilizing the Artificial Intelligence for Service Learning and Experiential Education (AISLE) model. This model advocates for an ethical approach to using AI in educational settings, leveraging theory-based innovative practices to achieve positive, measurable outcomes for both students and community partners.