The 4C Framework: Integrating AI in Creating and Solving Case Studies

This paper introduces the 4C (compile, curate, challenge, contemplate) pedagogical framework for integrating generative artificial intelligence (AI) into advertising education through adaptive case studies. Our framework positions AI not as a shortcut to answers, but as a tool for supporting creativity, strategic thinking, and problem-solving. We describe how educators can use AI to generate flexible, goal-oriented case studies, and how students can draw on AI tools when developing solutions. To illustrate the application of the 4C framework, we provide a concrete step-by-step demonstration (with AI prompts) of how the approach can be implemented in practice. In doing so, the approach aims to cultivate an adaptive mindset—shifting attention from what AI can replace to what new possibilities it enables. By aligning classroom experiences with real-world demands, this model helps students move toward AI fluency, preparing them to create meaningful value in a rapidly evolving advertising industry.