Marketing expertise in Artificial Intelligence goes global

Plymouth Business School blazing a trail
Dr Ben Siu
A University of Plymouth expert in the use of Artificial Intelligence (AI) to support marketing is sharing his insights on a global platform.
Dr Ben Siu from the University’s Plymouth Business School (PBS) is featured in a new video from the OpenAI Academy’s Professors Teaching with AI series.
It covers some of the innovative ways he uses ChatGPT in the classroom, with techniques he has developed now available to students and educators worldwide.

Being selected for the OpenAI AI Academy was a wow moment – I never expected my classroom experiments with AI would lead to this. It means a lot to have this work recognised.

Marketing is changing with GenAI. We’re seeing opportunities and threats in content creation, data analysis, and beyond. But AI’s potential to augment marketers’ capabilities is endless.
At PBS, we’re helping students develop their understanding whilst building AI literacy skills. It’s about preparing them for a future where AI makes marketers more effective, not replacing them.

Ben SiuDr Ben Siu
Lecturer in Marketing (Education)

The video demonstrates what the lecturer has been doing in the classroom.
  • For students: “Name that Design” helps with research methodology, whilst brainstorming tools support literature reviews and product pitching.
  • For educators: Course Assistant Manager (CAM) handles student queries, generates content from lectures, and provides feedback – saving time whilst boosting engagement.

Plymouth Business School is blazing a trail with AI to give our students an edge over the competition.

Ian RobertsMr Ian Roberts
Head of Plymouth Business School

An enterprising environment driving sustainable prosperity, enabling our students and partners to achieve their full potential:

Plymouth Business School Students working in shared working space in Fitzroy Building, The Cube in the background.