ICEMT Osaka 2026 Experience
“AI Literacy in Marketing Education: Insights from Thai University Students and Implications for Digital Pedagogy”
By Aphiradee Saranrom, Sukhothai Thammathirat Open University
aphiradee.sar@stou.ac.th
Attending the 10th International Conference on Education and Multimedia Technology (ICEMT 2026) in Osaka was not only a scholarly milestone but also a deeply enriching journey of intellectual exchange. As I presented my research titled “AI Literacy in Marketing Education: Insights from Thai University Students and Implications for Digital Pedagogy,” I had the opportunity to both share and absorb forward-looking ideas about the intersection of AI, education, and marketing.
My Presentation: Key Highlights
In my talk, I addressed how the rapid integration of AI is shifting the required skills for future marketing professionals. While Thai marketing students are already familiar with popular AI tools like ChatGPT and Siri, their deeper critical understanding — especially how to evaluate, adapt, or ethically apply those tools in marketing contexts — is still limited. Drawing on data from a survey of 324 students, I proposed:
- A competency framework for marketing students: what they should master by graduation to be AI-literate.
- A practical teaching strategy model for educators: how to scaffold AI literacy into courses, assessments, and student projects.
Through lively Q&A and feedback, I was able to engage with participants from many countries, receiving perspectives that challenged and enriched my own thinking.
Conference Themes & Other Presentations
ICEMT’s conference scope is broad and dynamic. According to the official call for papers, its thematic tracks include AI in education, emerging technologies in education, digital learning, gamification, virtual and augmented reality, learning analytics, intelligent tutoring systems, and more. icemt.org+1
Some notable presentation topics I encountered at ICEMT (or expected based on the themes) were:
- Adaptive Educational Systems & Learning Analytics — using AI-driven analytics to tailor instruction to individual learners.
- Authoring Tools for Intelligent Tutoring Systems — how teachers can build scaffolded AI agents or bots for learning support.
- ChatGPT & AI-Enhanced Learning — case studies of integrating large language models into course design or assessment.
- Gamification and Serious Games — immersive digital experiences powered by AI to engage learners.
- Blended / Flipped Learning with AI Support — integrating AI tools within hybrid class models.
- Virtual Reality / Immersive Media in Education — often combined with AI to create adaptive, experiential environments.
Hearing about these diverse applications was eye-opening. I discovered new ways AI is being leveraged beyond just content generation — for personalization, feedback loops, predictive insights, and more.
What I Gained — Beyond My Own Presentation
- Fresh ideas & inspiration: Many presenters shared proof-of-concept or pilot projects that pushed the boundaries of theory into practice.
- Connections & collaboration seeds: I met educators from Japan, China, Korea, and beyond — people interested in AI, educational tech, and digital pedagogy. Several expressed interest in joint-work, co-authoring, or faculty exchanges.
- Refined thinking: Questioning my models in light of others’ work helped me see gaps, alternative paths, and enhancements I should consider.
- Cross-disciplinary insights: Some talks came from cognitive science, human–computer interaction, or multimedia design — reminding me that educational AI is inherently interdisciplinary.
Challenges & Reflections
While the energy was high, it was also clear that many participants are grappling with:
- How to balance innovation and ethics — especially in using AI for assessment or automated feedback.
- Access and scalability — many tools showcased are resource-intensive or require technical support that small institutions may struggle to provide.
- Faculty readiness — educators need professional development to use AI thoughtfully, not just as novelty tools.
For me, the conference underscored that AI literacy isn’t a luxury — it’s rapidly becoming essential. But implementing it meaningfully requires holistic thinking: course design, pedagogy, infrastructure, ethics, and institutional support.