Student Perceptions of AI-Generated Avatars in Teaching Business Ethics: We Might not be Impressed

Abstract

AbstractIn our postdigital world, unseen algorithms and artificial intelligence (AI) underpin most business and educational technologies and systems. Also, the use of educational data to better understand and support teaching and learning is growing in higher education. Other AI technologies such as synthetic media and AI-generated avatars are increasingly used to present video-based content in business and society but are less common in educational content and lectures, as their effectiveness and impact on learning are still being researched and debated. In this study, an AI-generated avatar was implemented in the redesign of business ethics material in a postgraduate course to present videos and online activities and to prompt critical reflection and discussion of the social and ethical implications of algorithms. Using a qualitative research design, we then explored students’ perceptions of teaching and learning with AI-generated avatars. The students interviewed felt AI avatars were suitable, sometimes even preferred, for lecture delivery, with some enhancements. This study contributes insights into the use of AI-generated avatars in education by examining their potential benefits and challenges and generating three key pedagogical principles to consider. Future directions for educational design and research are discussed, particularly the pressing need to engage students creatively and critically with the social and ethical implications of AI avatars.