Artificial intelligence (AI) and the digitalization process are transforming our society, although the debate about their future economic and social impact is still open. One of the fields in which AI is expected to have a significant impact is education, where it has enormous potential to transform teaching and the learning process.
The potential AI resources have for education undoubtedly opens up myriad possibilities for improving or even revolutionizing the quality of education, with effects on both lecturers and students. For example, AI could personalize content, provide accurate evaluations, increase motivation, make education accessible, improve the performance of assignments and simplify administrative tasks.

However, this transformation process also presents challenges that must be addressed responsibly. The greatest challenge is how to steer teaching towards a model that rewards critical and analytical thinking skills above all. In turn, some aspects of AI may be inappropriate in certain contexts and must be taken into account and corrected. Such aspects may be of an ethical nature where tasks are undertaken irresponsibly, which may tempt students to bypass the initial objectives of a task that require personal effort and embrace the ease of access and immediacy that AI resources provide.

This study, carried out in Universitat Jaume I (Spain), argues that there is a need to facilitate and promote holistic education that helps the country to reconsider its future business and economic model. Students used ChatGPT as interactive tool to create the first draft an assignment. They then assessed their responses to the experience through a questionnaire measuring their degree of agreement or disagreement. The study was conducted in December 2024 and provides an exploratory assessment of the need to connect AI and higher education. The research findings are very positive and indicate that students consider the university’s educational offer to be defined by its wide range of programmes that can be easily adapted to AI. The variety available to students seeking to foster and develop creativity, design thinking and a critical spirit are identified as essential skills to cultivate in the digital era.

There is no question that AI is here to stay and its importance is not trivial in the educational field, particularly at the higher education level. AI is not simply another improvement brought about by technological progress; rather, it is a radical change. This study responds to the need to explore new resources and applications within the framework of AI that contribute to enriching educational content, thereby generating more interactive and attractive educational scenarios that make teaching – and consequently the learning process – more effective, enjoyable and inclusive.

Keywords: Education, digitalization, ChatGPT, business studies.