Akademik Veri Yönetim Sistemi
JOURNAL OF NARRATIVE AND LANGUAGE STUDIES, cilt.14, sa.29, ss.167-179, 2026 (Scopus)
The rapid integration of artificial intelligence (AI) into higher education has transformed academic discourse, withsignificant implications for marketing education. This systematic literature review (SLR) synthesizes 59 peer-reviewed studies to examine how AI tools influence academic discourse and shape pedagogical practices, learningoutcomes, and AI literacy challenges in marketing education. In accordance with PRISMA 2020 guidelines,studies were obtained from Web of Science and Scopus and subjected to a thematic synthesis. Five themesemerged: (1) AI as discursive mediator; (2) pedagogical integration and curriculum innovation; (3) learningoutcomes and cognitive engagement; (4) academic integrity, ethics, and dependency; and (5) AI literacy as anemerging competency. The dominant orientation on artificial intelligence in the studies is generally positive, butconcerns remain regarding characteristics such as overconfidence, over-reliance, and the displacement of basicreasoning abilities. The geographical focus on North American contexts, the methodological dominance ofperception-based measurements, and the limited theorization at the discourse level in the findings suggest thatresearchers and practitioners should examine these issues.