Artificial Intelligence in Academic Research: Contributor, Constructivist or Cheat?

The role of generative AI (Gen-AI) in the academic research process remains underexplored. This paper examines how Chatbots might be integrated into academic research, distinguishing this application from traditional uses of machine learning in marketing research and data analysis. Using Constructivist Learning Theory (CLT) as a framework, we experiment with queries at different stages of the research process, including the literature review, research gap identification, theory alignment, and method selection. The study contributes to understanding how AI can support academic research in marketing. Responses from ChatGPT, Gemini, Perplexity and Claude are compared and potential benefits and limitations for marketing scholars discussed.