Abstract
This study seeks to thoroughly examine the impact of Generative Artificial Intelligence (GAI) on higher education, with a special focus on the field of Marketing. Through an in-depth review of current academic literature and applying the principles of disruptive innovation theory, the research aims to understand how GAI is reshaping the way marketing is taught and researched. The incorporation of GAI into marketing education is expected to create unique, tailored learning experiences, boost students' skills in digital technology, and promote an educational setting that embraces diversity and inclusiveness. For academic research, GAI technologies are anticipated to bring transformative changes in how data is collected, analyzed, and how academic papers are written. Nonetheless, the progression brought about by these technologies comes with significant ethical and legal challenges that must be carefully considered by educational leaders and policy makers. The study concludes by suggesting a range of discussion points that encourage a comprehensive dialogue about the adoption and integration of GAI tools in marketing education and research.