Recently, the emergence of generative artificial intelligence (AI) tools, such as ChatGPT, has introduced both challenges and opportunities in higher education, reshaping how students learn and how tutors teach and assess learning outcomes. A key concern is students’ overreliance on these tools, which may hinder their independent thinking and learning processes. In 2024, we addressed this issue by exploring a programming-based AI assessment where AI served an assistive role to enhance students' problem-solving abilities. In this paper, we aim to present our second AI use case, which focuses on enhancing students' critical thinking and creativity in a marketing assessment, where AI is used as an integral tool within this learning and assessment task.

As part of this marketing simulation assessment, students are expected to develop a marketing plan for a given product. AI tools are used to generate initial content, which students then critically evaluate and refine. Students will analyse multiple marketing plans created by GenAI, refine them, and present an improved version as a digital poster on a Miro board. Through this process, students will demonstrate their ability to use GenAI tools both effectively and critically to tackle complex problems, make informed judgments, and produce creative solutions. Tutors will support students by offering guidance on using GenAI tools, ensuring a positive learning experience for all participants.

This paper will include the assessment outline, AI usage guidance for students, and insights gathered from educators, learning designers, researchers, and possibly students regarding this use case. These findings will serve as valuable resources for reshaping future assessments and learning, and for supporting educators, students, and policymakers in effectively integrating generative AI into pedagogical practices.

Keywords: Generative Artificial Intelligence, Assessment Design, E-Business Education, Marketing Education, Education Innovation, AI integrated assessment, Critical thinking, Creativity, and Information Literacy.