ADOPTION OF GENERATIVE AI BY EXECUTIVE EDUCATION TEACHERS: A CULTURAL AND NORMATIVE ANALYSIS OF PERU

  • D.D. Yakimenko ITMO University, Saint Petersburg, Russia
  • A.D. Potsulin ITMO University, Saint Petersburg, Russia
  • R.R. Azizov ITMO University, Saint Petersburg, Russia
  • D.H.A. Arbildo Prieto ITMO University, Saint Petersburg, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2026.2(59).54-63

Abstract

This article examines the adoption of generative artificial intelligence by instructors in Executive Education programs in Peru from a cultural-normative perspective. The empirical basis of the study is formed by data collected from instructors involved in Executive Education programs at leading Peruvian universities, including the University of Lima, Pontificia Universidad Católica del Perú (PUCP), Universidad Nacional de Ingeniería (UNI), and Universidad Nacional Mayor de San Marcos (UNMSM). The aim of the study is to identify the factors shaping instructors’ readiness to integrate generative AI into educational practice, with a particular emphasis on cultural-normative and professional attitudes. The analysis explores the relationships between socio-demographic characteristics, levels of digital literacy and prior technological experience, perceptions of organizational and cultural norms, and trust in generative AI, on the one hand, and the intention to adopt generative AI in the educational process, on the other. The methodological framework combines a systematic review of the contemporary academic literature with an online survey of instructors from the aforementioned universities, followed by quantitative data analysis. The findings indicate that, within the examined sample, the adoption of generative AI is more strongly associated with the level of instructors’ professional autonomy, understood as their capacity to independently make pedagogical and technological decisions and increasing with accumulated teaching experience, than with the national cultural context. Based on the research findings, practical recommendations have been formulated for educational organizations, business schools, and corporate universities implementing Executive Education programs aimed at increasing the effectiveness of generative AI implementation and building trust in these technologies. The study's potential value lies in the fact that its results provide an empirical basis for more informed design of Executive Education programs, allow for consideration of the specific perception of generative AI by educators in developing economies, and can be used for further comparative and longitudinal studies of the dynamics of GenAI adoption in management education.

Keywords: business education, generative artificial intelligence (GenAI), cross-cultural research,    technology adoption, Executive Education (EE)

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About the Authors

Diana D. Yakimenko – Student, ITMO University, Saint Petersburg, Russia. E-mail: yakimenko.dd@mail.ru. SPIN РИНЦ 4004-8650. ORCID 0000-0002-3105-2319

Anton D. Potsulin – Cand. Sci. (Economics), Senior lecturer, ITMO University, Saint Petersburg, Russia. E-mail: anton.potsulin@yandex.ru. SPIN РИНЦ 1727-1112. ORCID 0000-0003-1083-5442

Ruslan R. Azizov – Cand. Sci. (Phys. and Math.), laboratory Scientist, ITMO University, Saint Petersburg, Russia. E-mail: rrazizov@itmo.ru. ORCID 0000-0003-4789-3435. Researcher ID PJB-5325-2026. Scopus Author 57216738624

Diego Hector Alonso Arbildo Prieto – Manager of the Faculty of Technology Management and Innovation, ITMO University, Saint Petersburg, Russia. E-mail: diegoap12@hotmail.com. ORCID 0000-0001-8030-7149

For citation: Yakimenko D.D., Potsulin A.D., Azizov R.R., Arbildo Prieto D.H.A. Adoption of Generative AI by Executive Education Teachers: a Cultural and Normative Analysis of Peru // BENEFICIUM. 2026. Vol. 2(59). Pp. 54-63. (In Russ.). DOI: 10.34680/BENEFICIUM.2026.2(59).54-63

Published
2026-06-05
Issue
No 2 (2026)
Section
TRANSFORMATION OF SOCIAL AND ECONOMIC SYSTEM