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This interview study examines Hungarian journalists' and copywriters' expectations of generative AI’s impact on their professions and factors influencing these views during a period of hype.

While acknowledging the specialized knowledge of journalists and copywriters relative to the general public, the study employs the sociology of expectations framework to interpret their anticipations not as objective forecasts of the future, but rather as phenomena shaped by diverse influences. The research comprises 30 semi-structured interviews conducted in spring 2023 to explore these expectations and their contributing factors.

Results reveal ChatGPT’s media coverage as pivotal, encouraging the professionals interviewed to experiment with AI, reassess their roles, and cause a shift in their job expectations. At the same time, this shift was limited. Skepticism about hyperbolic media formulations, their own experiences with ChatGPT and projecting its constraints into the future, contextual factors, and optimism bias contributed to moderating their expectations. They perceived AI as an enhancer of efficiency and quality, not as a radical disruptor. Copywriters were more open to integrating AI in their work, than journalists.

The results underscore the importance of further research to explore subjective experiences associated with technological change, particularly considering their complex social, psychological, and cultural influences.

The study uniquely contributes to the sociology of expectations by highlighting how a complex interplay of factors can shape professionals' anticipation of the impact of AI on their careers, including optimism bias and media hype.

The study aims to provide concrete service remediation and enhancement for LLM developers such as getting user forgiveness and breaking through perceived bottlenecks. It also aims to improve the efficiency of app users' usage decisions.

This paper takes the user reviews of the app stores in 21 countries and 10 languages as the research data, extracts the potential factors by LDA model, exploratively takes the misalignment between user ratings and textual emotions as user forgiveness and perceived bottleneck and uses the Word2vec-SVM model to analyze the sentiment. Finally, attributions are made based on empathy.

The results show that AI-based LLMs are more likely to cause bias in user ratings and textual content than regular APPs. Functional and economic remedies are effective in awakening empathy and forgiveness, while empathic remedies are effective in reducing perceived bottlenecks. Interestingly, empathetic users are “pickier”. Further social network analysis reveals that problem solving timeliness, software flexibility, model updating and special data (voice and image) analysis capabilities are beneficial in breaking perceived bottlenecks. Besides, heterogeneity analysis show that eastern users are more sensitive to the price factor and are more likely to generate forgiveness through economic remedy, and there is a dual interaction between basic attributes and extra boosts in the East and West.

The “gap” between negative (positive) user reviews and ratings, that is consumer forgiveness and perceived bottlenecks, is identified in unstructured text; the study finds that empathy helps to awaken user forgiveness and understanding, while it is limited to bottleneck breakthroughs; the dataset includes a wide range of countries and regions, findings are tested in a cross-language and cross-cultural perspective, which makes the study more robust, and the heterogeneity of users' cultural backgrounds is also analyzed.

This paper analyzes the ethics of integrating Artificial Intelligence (AI), particularly regarding AI-generated educational content in academia. It attempts to explore how AI customization mimics human interaction and behavior in education, investigate ethical concerns in educational AI adoption, and assess ChatGPT’s ethical use for nurturing curiosity and maintaining academic integrity in education.

Fictional tales may help us think critically and creatively to uncover hidden truths. The narratives are analyzed to determine the affordances and drawbacks of Artificial Intelligence in Education (AIEd).

The study highlights the imperative for innovative, ethically grounded strategies in harnessing AI/GPT technology for education. AI can enhance learning, and human educators’ irreplaceable role is even more prominent, emphasizing the need to harmonize technology with pedagogical principles. However, ensuring the ethical integration of AI/GPT technology demands a delicate balance where the potential benefits of technology should not eclipse the essential role of human educators in the learning process.

This paper presents futuristic academic scenarios to explore critical dimensions and their impact on 21^st century learning. As AI assumes tasks once exclusive to human educators, it is essential to redefine the roles of both technology and human teachers, focusing on the future.

This study examines the role of values, social causes, PR ethics and sustainability in public relations (PR) curricula in a European country. PR students are asked about the value of learning imponderabilia versus technical skills needed in the PR industry.

The method used for this study is a quantitative online survey among PR students from six public universities with established PR programs. The study is another part of a long-term project about PR education, students' job prospects, the usefulness of PR studies at work and the role of values and technical skills in PR curricula.

This study shows that the PR students believe that their profession should include broader social issues, like equality, ethics, activism and ESG (ecological, social and governance). Most students report that their curricula cover ethics, sustainability and social responsibility and that these subjects would be useful in their future careers.

Even though the study was conducted in one European country, it may be interesting to scholars and practitioners elsewhere and may be adopted and replicated.

Identifying PR students' needs, expectations and attitudes towards the PR industry and understanding the worldviews of new graduates, with their commitment to social causes and activism, should be helpful to their teachers and instructors, future employers or clients in terms of faster and more efficient onboarding.

A better understanding of the current requirements for graduates of PR studies should help them find enough opportunities in the job market and improve the organizational communication of their future employers.

Measuring PR students' opinions on their educational experience, the role of professional skills and socially conscious, ethically oriented classes can contribute to better formulation of PR curricula and may be useful for the PR industry and academia in other countries.

After completion of the case study, students will be able to enumerate the unique characteristics of business-to-business (B2B) versus business-to-consumer marketing, explore strategic positioning and how niche marketing can create a competitive advantage, deduce the significance of core values in corporate culture and decision-making, explore innovative partnership and talent acquisition models, infer the role of educational marketing in sectors where clients are not fully aware of their needs and apply strategic decision-making to balance short- and long-term goals in terms of profitability and growth.

This case study tells the story of BarkB2B, a boutique marketing firm specialized exclusively in B2B marketing. Founded in Egypt in 2018, BarkB2B focused on creating long-lasting partnerships with clients in industries such as IT, logistics, construction and renewable energy. The case explores the critical aspects of BarkB2B’s business model and offers a comprehensive view of real-world challenges and opportunities in the B2B marketing landscape. It helps learners understand strategic positioning, core values in decision-making, innovative partnership-based business models, the role of educational marketing and the complexities associated with growth. It concludes by highlighting the dilemma faced by BarkB2B’s founder and managing director Naela Sakr as she reflects on the challenge of maintaining the company’s positioning while achieving greater profitability and growth.

The case study is intended for undergraduate and graduate students in marketing, strategic marketing, consumer behavior and entrepreneurship courses. It is also beneficial for marketing professionals, entrepreneurs, corporate training and executive education programs.

Teaching notes are available for educators only.

CSS 8: Marketing.