by Qianqian Chai and Xue Zhou


Introduction – the challenge of GenAI integration in business education
Since the release of ChatGPT, Generative Artificial Intelligence (GenAI) has rapidly entered higher education. Business schools, with their strong ties to industry and emphasis on applied skills, provide a particularly important setting for examining GenAI’s role in curriculum design. Yet, while adoption has expanded quickly, the educational outcomes of GenAI integration have not been consistent (Kurtz et al, 2024). Across cases, educators identified both benefits and risks, including engagement, skills development, and overreliance. This unevenness suggests that rather than reflecting a single trajectory of adoption, early practice appears to involve different approaches to integration. The central issue is not whether GenAI is used, but how different approaches shape outcomes.
This blog draws on our recent study of GenAI integration in business modules at a UK Russell Group university (Zhou et al, 2026). Through a qualitative analysis of 17 educator cases across 24 modules, we examined how GenAI was incorporated into curriculum design, and how different approaches were associated with distinct benefits and challenges. Using the lens of constructive alignment (Biggs, 1996), we identified three patterns of integration: ad hoc, blended, and constructive, which together form the ABC levels for understanding how GenAI is integrated into curriculum practice. We use these levels to explore why some approaches appear more educationally effective than others. In particular, this blog will offer research-informed insights into how GenAI can be integrated more effectively and sustainably in business higher education. While the cases are drawn from business education, the patterns identified and principles of constructive integration have wider relevance across disciplines where GenAI is increasingly embedded in curriculum design.
ABC levels of GenAI integration in the business curriculum
Our analysis identified three levels of GenAI integration: ad hoc, blended, and constructive. Table 1 outlines these distinctions across key dimensions.
Table 1 ABC levels of GenAI curriculum integration

Constructive integration represents a qualitatively different approach, grounded in constructive alignment, where intended learning outcomes, teaching activities, and assessment are deliberately designed to develop and evaluate students’ ability to use GenAI critically and effectively. At this level, GenAI is not an optional or supporting tool, but an integral component of disciplinary learning, with a clear pedagogical purpose and coherent role across the curriculum.
By contrast, ad hoc integration is characterised by occasional and isolated use, where GenAI is introduced as an optional or experimental tool without being planned into the broader curriculum design. Blended integration moves beyond this by incorporating GenAI into selected learning activities or tasks, giving it a more purposeful pedagogical role, but its use remains only partially embedded. Both approaches therefore fall short of the coherence and strategic alignment that define constructive integration.
The distinction between these patterns is therefore not simply a matter of more or less GenAI use, but of how GenAI is positioned within the curriculum: as an experiment, as a support, or as a capability to be deliberately developed. Although developed from business education contexts, this typology offers a lens that can be applied more broadly to understand how GenAI is positioned within different disciplinary curricula.
Why constructive integration matters
Across the cases, GenAI integration generated benefits and challenges across students, educators, and institutions. At the student level, reported benefits included stronger engagement, confidence, and employability-related skills, while the main risks centred on overreliance, inequality, ethical concerns, and ineffective outputs. For educators, benefits included efficiency gains, professional learning, and improved teaching performance, but these were accompanied by increased workload and the need to redesign activities and assessments. At the programme level, GenAI enhanced curriculum relevance but raised concerns about academic standards.
Figure 1 shows that these benefits and challenges were not distributed evenly across the three patterns of integration. Constructive integration displayed the strongest and broadest benefits, while ad hoc and blended approaches showed narrower gains alongside more exposed challenges. In other words, the issue is not whether GenAI brings value or risk, but how curriculum design shapes the balance between them.

Figure 1 Trade-offs of GenAI integration: challenges (red) vs benefits (green)
What makes constructive integration different is not the removal of challenge, but the stronger presence of educational value. In the study, constructively integrated cases were linked more clearly to student engagement, capability development, employability, and curriculum relevance because GenAI was embedded through aligned outcomes, activities, and assessment, rather than added on as a tool or support. Importantly, these cases also showed stronger educator development, including pedagogical reflection and confidence, despite workload pressures. This suggests constructive integration enhances both student outcomes and educator learning by embedding AI within coherent curriculum design.
How constructive integration is achieved
Table 2 presents examples from the modules in this study, showing how GenAI was constructively integrated into existing pedagogical strategies without requiring curriculum redesign.
Table 2 Constructive GenAI Integration into Existing Pedagogical Strategies

Taken together, the cases suggest several practical principles for integrating GenAI more coherently within the curriculum. These principles are not specific to business education, but reflect broader curriculum design considerations that can be adapted across disciplines with different pedagogical traditions.
- Integration builds on existing pedagogical strategies: GenAI should be embedded within approaches already familiar to the discipline, such as project-based or simulation-based learning, without requiring curriculum redesign (Chugh et al, 2023).
- Sharpen the role of GenAI by disciplinary purpose: In different contexts, GenAI supported strategic analysis, research and synthesis, reflective thinking, or data interpretation. Its value depends on alignment with module aims (Zhou & Milecka-Forrest, 2021).
- Make AI use purposeful through assessment and evaluative tasks: In stronger cases, GenAI was connected to tasks that required students to interpret, justify, compare, or critique AI-supported outputs, rather than simply using AI to complete tasks (Biggs & Tang, 2010).
- Support deeper student engagement through scaffolding: Structured guidance, such as prompting strategies, comparison activities, and reflective tasks, enabled more critical and purposeful use (Cukurova & Miao, 2024).
Overall, constructive integration is less about introducing new tools than about redesigning existing curriculum elements so that GenAI is meaningfully aligned with disciplinary learning.
Conclusion
The ABC levels developed in our study show that GenAI integration in business education does not follow a single trajectory but ranges from ad hoc and blended use to constructive integration. The key difference lies in approach: constructive integration embeds GenAI through aligned outcomes, activities, assessment, and scaffolding. The challenges observed across GenAI integration practices suggest an urgent shift from ad hoc GenAI integration toward strategic and constructive integration in business education. In this way, higher education can support students’ employability and capability development, strengthen educators’ professional and pedagogical confidence, and enable institutions to sustain coherent, future-facing curricula.
Dr Qianqian Chai is a Lecturer in Business and Management at Queen Mary University of London and Chair of the AI in Education Innovation Sub-committee in the School of the Arts. Her research focuses on AI in higher education, including curriculum design, academic integrity, and policy. q.chai@qmul.ac.uk
Professor Xue Zhou is a Professor in AI in Business Education and Dean of AI at the University of Leicester. Her research interests include digital literacy, digital technology adoption, cross-cultural adjustment, and online professionalism. xue.zhou@le.ac.uk













