Can AI Level the Playing Field? How AI-Assisted Assessment Impacts Gender Bias in Student Evaluations of Marketing Instructors.

This article examines how the use of artificial intelligence (AI) for grading and feedback in marketing education affects student evaluations of instructors, particularly in relation to gender bias. A quasi-experiment with college students revealed that male instructors typically receive higher ratings of agency and competence than female instructors when feedback is human-generated; however, these gender differences diminish when AI-generated feedback is used. Despite this leveling effect, AI-generated assessments lead to overall lower perceptions of instructor agency, competence, and evaluations regardless of gender. The findings suggest that while AI may reduce gender disparities in evaluations, it also introduces challenges related to trust and acceptance, indicating that instructors should carefully consider how they implement and disclose AI use in assessment.