EVALUATING THE INTEGRATION OF ARTIFICIAL INTELLIGENCE WITH TRADITIONAL TEACHING METHODS TO ENHANCE LEARNING EFFECTIVENESS

Abstract

This study examines the role of ChatGPT, an artificial intelligence (AI) tool, in improving the efficiency and learning outcomes of undergraduate students completing accounting-related coursework. It contrasts AI-assisted and traditional approaches, focusing on their influence on students’ comprehension, critical thinking, and problem-solving abilities. Using a qualitative phenomenological approach, the research was conducted with a purposively selected group of third-year Accountancy and Management Accounting students at a public college in California, United States. Data were collected through in-depth interviews and analysed using reflexive thematic analysis to uncover emerging themes about students’ experiences and perceptions of ChatGPT’s usefulness. Findings reveal that while ChatGPT streamlines routine tasks and enhances initial understanding, it often lacks depth for complex problem-solving, leading students to value traditional methods for reliability and deeper learning. The study concludes that ChatGPT serves best as a complementary tool rather than a substitute for conventional learning methods.