Abstract:

This study presents an innovative pedagogical experience that integrates artificial intelligence (AI) tools in the development of scientific research competencies in second-year students of the Marketing and Market Research degree. The research analyzes how the ethical and supervised use of AI technologies can enhance learning in tasks such as searching scientific databases, understanding academic literature, and creating academic posters. The study, conducted with a sample of 44 initial students and 33 complete participants, reveals that 86.4% of students were already using AI tools before the intervention, mainly ChatGPT for general information searches. The implementation of a structured pedagogical approach that incorporates AI as a support tool (not a replacement) in translation, synthesis, and understanding of scientific texts resulted in significant improvement of research competencies. The results show an average rating of 8.06/10 in student satisfaction, with 88% using AI constructively during the activity. This experience demonstrates that responsible integration of AI in higher education can positively transform learning processes, provided it is implemented with clear ethical frameworks and adequate academic supervision.

Keywords:

Artificial intelligence, Higher education, Research competencies.