Teaching with AI in marketing education: The LEO framework as a pedagogical guide

Since ChatGPT’s public release in late 2022, discussion in marketing education has focused on applications of AI in teaching and learning. Less attention, however, has been given to the essential role that wellestablished marketing theory and sound pedagogy play in guiding these applications. This paper introduces the LEO Framework – a pedagogical model to help business educators integrate AI into course design in ways that advance student learning. The conceptual framework connects disciplinespecific theory with educators’ preferred pedagogical approaches, enabling them to align AI use with clear educational goals and equip students to learn more deeply in an AI-enhanced environment.