Artificial intelligence and its impact on critical thinking in marketing education [Inteligencia artificial y su impacto en el pensamiento crítico en la educación de marketing]
DOI:
https://doi.org/10.62574/rmpi.v5iEducativa.409Keywords:
educational experiments, educational innovations, educational trendsAbstract
The article describes the research objective of analysing artificial intelligence and its impact on critical thinking in marketing education through a systematic review of fifteen recent academic publications (2023-2025). The results reveal a dual impact of AI on student cognitive development. On the one hand, the strategic implementation of AI tools significantly enhances critical thinking, increasing conceptual diversity by 340% and improving synthesis and comparative analysis skills. On the other hand, excessive dependence generates risks such as deterioration of autonomous cognitive abilities, cognitive offloading, and illusion of competence. The research identifies that the effects depend critically on pedagogical implementation modalities, frequency of use, and educational supervision. Therefore, AI requires a conceptual redefinition of critical thinking and balanced pedagogical approaches that preserve cognitive autonomy while leveraging technological benefits to train competent professionals in hybrid human-AI environments.
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Copyright (c) 2025 Ana de las Mercedes Llumiquinga-García, Irina Priscila Luna-Zambrano, Ruth Valencia Suárez-Chiliquinga, Alex Vinicio Luna-Luna
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