Pedagogy and Professional Development

AI Agility for Critical Thinking, Creativity, and Collaboration: Teaching with Generative AI for Fashion Marketing Research 

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Abstract

This study explores the integration of Generative AI (GenAI) into a Fashion Marketing Research course to enhance students’ critical thinking, creativity, and collaboration (“3Cs”) while promoting ethical AI use. GenAI was applied throughout the semester to support literature reviews, data analysis, and project development, allowing students to engage in advanced marketing research processes. While GenAI facilitated rapid data processing, scenario analysis, and creative problem-solving, human oversight remained essential for concept understanding, survey design, and ensuring accuracy and reliability. Student feedback highlighted both the benefits, such as improved AI agility and research efficiency, and challenges, including ethical concerns, data security, and over-reliance on AI. The findings underscore the importance of clearly defining GenAI’s scope, establishing usage guidelines, and fostering student ownership of outputs. This teaching project demonstrates that structured GenAI integration can enhance learning outcomes while emphasizing responsible and transparent AI use in education.

Keywords: AI agility, teaching, critical thinking, creativity, collaboration

How to Cite:

Chang, H., Kim, M. & Hund, A., (2025) “AI Agility for Critical Thinking, Creativity, and Collaboration: Teaching with Generative AI for Fashion Marketing Research ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22069