This paper proposes an AI-driven method for developing marketing strategies, integrating three key elements—interactivity, adaptability, and supportiveness—through collaborative work between humans and AI. Marketing strategy development plays a critical role in the early stages of business planning, where important decisions significantly affect organizational success. We argue that this domain is particularly well-suited to benefit from human-AI co-creation.

In this study, we aim to evaluate the effectiveness of generative AI tools such as ChatGPT in constructing strategic scenarios for promotional videos. The proposed method will be applied and tested in business-related university courses, including media strategy and tourism business. Preliminary experiments have shown that using AI can reduce video production time by up to 60%. Full-scale evaluations will be conducted in our university’s media strategy course.

The rapid advancement of AI technologies is predicted to replace up to 60% of existing jobs within the next two decades. However, business methodologies often lag behind these technological developments. While data-driven management processes are increasingly being adopted, there is still a pressing need to design workflows that fully leverage the unique capabilities of AI through collaborative work.

We believe marketing strategy development is a highly compatible process for AI application, as it involves market analysis, scenario generation, and decision-making—all areas where AI excels. Our university offers specialized business courses where strategy formulation forms a core component. We have identified these courses as ideal environments to introduce and evaluate AI-supported interactive learning methods.

The central research question is whether AI technologies can be effectively applied to the marketing strategy process. We emphasize the importance of balancing human exploratory abilities and AI exploitative capabilities to enhance strategic decision-making. This paper proposes a practical and pedagogically grounded approach to achieving that balance, with the goal of contributing to both academic research and business education.

Keywords: Education, AI-driven Method, Development.