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Abstract

ABSTRACT

Generative artificial intelligence (AI) technologies, including tools such as ChatGPT, Claude, and Perplexity, are radically changing how higher ed students approach their college learning experience. These shifts are especially impactful in undergraduate sport management programs, where employers expect graduates to demonstrate teamwork, critical thinking and digital literacy skills. As AI becomes embedded across sport industry functions such as event operations, marketing, analytics, and fan engagement, higher ed pedagogy must evolve to reflect the professional contexts students are preparing to enter. In this paper, Student-to-Student Co-Creation enhanced by AI (S2SCC-AI) is advanced as a practical, COSMA-aligned pedagogical framework for leveraging generative AI use within higher education learning environments. The framework integrates three complementary foundations: Connectedness as a relational basis for student engagement; Service-Dominant Logic (SDL) as a lens for understanding value co-creation in higher education; and the Student-to-Student Co-Creation (S2SCC) model, which focuses on peer-led, relational learning. The S2SCC-AI extension positions AI as an interactive actor in a strictly supportive role, while keeping human judgment central to learning outcomes. The authors provide applied instructional examples from sport management courses to illustrate how S2SCC-AI can be implemented to strengthen competencies aligned with COSMA learning outcomes. The S2SCC-AI framework offers instructors a practical approach for increasing engagement, facilitating deeper learning, and aligning pedagogy with the current technological advancement of generative AI within the sport industry.

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Additional Files
Figure 1 COSMA.pdf (398 kB)
Figure 1
0 Appendix A_Sample AI Rubric.docx (17 kB)
Appendix A
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