Co-Creation in Modern Business Education in Macau

Digital technology and artificial intelligence (AI) are key directions within the economic diversification strategy proposed by the Macau Government – supporting tourism and leisure as its core industry together with big health, modern finance, high-tech, conventions and exhibitions. To train talents and support such a transformation, higher education institutions in Macau are incorporating digital technology and AI together with modern educational techniques into their business programs. This chapter illustrates how digital technology and AI are integrated into curricula including marketing, e-commerce and decision analysis. Especially, we focus on human-AI co-creation, which utilizes generative and agentic AI tools to solve various problems. Agentic marketing is an emerging and advanced approach that emphasizes AI-powered automation in the realm of marketing. This chapter particularly demonstrates how agentic AI optimizes the effectiveness of two selected scenarios in marketing communications: narrative content co-creation and brand-relation-personalized responses. Collaborating with AI, students can design narrative content marketing and conduct decision analysis based on designated brand personalities, selling points, tones, marketing goals and target segments. This enables brands to attract and convert customers more effectively. In post-purchase engagement, agentic AI can help marketers analyze customer comments and craft personalized responses automatically. For instance, to deal with complaints, students can apply more advanced techniques using agentic AI. Besides compensation types, there are additional options of inputs by integrating brand value propositions, mentions of individual complaint points and particular customer-relation-management goals.