Survey on the Use of Generative Artificial Intelligence Tools Among Marketing Undergraduates

The data used in this study were collected through a structured questionnaire administered to marketing majors at two Latin American universities, one located in Peru and the other in Costa Rica. The dataset was collected during the 2025 academic year through a digital data collection process and contains variables related to the adoption and use of generative artificial intelligence tools, evaluated using the UTAUT2 model. The data were recorded and processed anonymously, ensuring the confidentiality and privacy of the participants.