BUS 120: Principles of Marketing

Generative AI is a type of machine learning, called "deep learning", that is trained on massive datasets to create new content based on a user's prompt or instructions. Deep learning models are able to recognize patterns and relationships in datasets, which mimic human behaviors. This allows them to create new content similar to what one might expect a human to produce. But it is important to remember that these models are not as sophisticated as a human brain. While they use neural networks to create new content based on past relationships in data, they cannot create new content that is not already included somewhere in its training data. For example, ChatGPT was trained on datasets of content available before April 2023. If you ask ChatGPT to write a poem about the gymnastics winners in the 2024 Summer Olympics, it will not be able to perform the task because it does not know who won in gymnastics at the 2024 Summer Olympics. 

The most common type of deep learning models are "large language models" which are used for text-based generative AI tools, such as ChatGPT. But there are many different types of deep learning models, including those trained to create images, music, and video. 

Using AI tools such as ChatGPT to complete homework assignments is considered a form of academic dishonesty. Students should review OWU's Academic Honesty Policy to understand what constitutes a violation of academic integrity. If a faculty member has given a student permission to use AI tools to complete an assignment, students should make sure to cite how and when AI was used. Proper attribution can ensure a student is not taking credit for work created artificially. 

When using AI tools, you should always cite which tool was used and the prompt entered to generate content. In some cases, you may want to disclose details on the process of using the tool, describing each step you took from the decision of which tool to use to each prompt iteration that led to the final prompt being cited. When in doubt, more detail is better to help others understand why and how you used generative AI in your work. 

For formal academic work, you should follow the guidelines below based on the required style for your project or paper.

APA 7th

APA Style Citations for AI

• Creator of AI Tool. (Date). AI Tool (last update) [Large language model]. URL
• OpenAI. (2024). ChatGPT (Mar 14 version) [Large language model]. https://chat.openai.com/chat
  • Intext: (OpenAI, 2024).