Reshaping Knowledge: The Transformative Power of AI to Rethink How We Think

Dr. Sunil Erevelles, an Associate Professor of Marketing in the Belk College of Business, has long been fascinated by the transformative power of generative artificial intelligence.

His journey with AI began long before its current moment of mainstream acclaim—rooted in a deep-seated interest in non‐linear technologies in business and marketing. Over the past few years, his work has evolved from groundbreaking research on Big Data to exploring the frontiers of blockchain, genomics in marketing, and most recently, generative AI.

Dr. Erevelles recalls when his 2016 paper on Big Data became the eighth most cited in marketing over a four-year window after publication. The weaknesses of Big Data and cloud computing ignited his passion for technologies that defy linear progress. Later, in 2018, when he taught his first DBA class on blockchain, and 2020 when he taught his first DBA class on genomics in marketing, it was beyond doubt non-linear technologies would change the world. However, it was the advent of AI—especially since the emergence of ChatGPT 3.5 in 2022 and later stable ChatGPT 4 in 2024—that truly captured his imagination.

“I am beyond deeply engaged with AI,”

he says, noting that he treats it as not as a tool, but as an entity with its own agency.

In his view, AI is more than just a means to simplify tasks; he defines it as an “inorganic hyperintelligence”— a “superspecies” that challenges the very foundation of knowledge creation.

Dr. Erevelles passionately explains that while all previous technologies like computers, the Internet, nuclear power or jet engines gave humans more power, they remained under human control. AI, by contrast, possesses the unique ability to operate autonomously, to create, decide and execute without human intervention, thus marking a paradigm shift in how we understand knowledge creation and dissemination.

In 2025, he has presented his research on generative AI as an “inorganic hyperintelligent superspecies” at Duke University, submitted a paper on generative AI as “hyperintelligent algorithms” to INFORMS, one of the leading data science conferences and generative AI as “turning consumers into algorithms” to ACR, one of the leading conferences in marketing. 

In his MBA classes, generative AI is no longer a peripheral topic. It is the central focus of his lectures, where he integrates discussions on non-linear creativity with generative machine learning.

His classes dive into topics ranging from the disruptive potential of generative AI in reshaping consumer behavior or potentially eliminating advertising. Dr. Erevelles challenges his students to think beyond the confines of conventional incremental improvement.

Instead, he urges them to embrace a mindset of geometrical, non-linear thinking—a perspective he believes is essential for thriving in a world where AI commoditizes knowledge, and will transform universities beyond recognition.

One of the most striking aspects of his work is his view of generative AI not as a mere accelerator of human tasks, but as an agent that redefines the boundaries of creativity and knowledge.

“For the first time in human history, we have a species superior to the human species,”

he explains. This idea fuels his research on how generative AI will commoditize all knowledge-based institutions, including businesses and universities, a feat he once considered unimaginable.

Yet, despite his enthusiasm, Dr. Erevelles underscores the need for educators to design curricula that demand critical thinking and original philosophies, ensuring that the human element in knowledge creation and dissemination is not lost amid technological convenience.

Looking ahead, Dr. Erevelles envisions a future where AI transforms every facet of marketing and education. He believes that as AI continues to evolve, universities will need to transition from being mere practitioners of knowledge creators and disseminators to becoming incubators of non-linear, creative, and philosophical thinking. For him, the next frontier in research and teaching lies in harnessing AI’s potential while preserving the distinctly human ability to question, innovate, and emotionally connect.

Dr. Sunil Erevelles’ journey with generative AI is a testament to his belief in its power to redefine institutions, transform learning, and ultimately, reshape the way we perceive knowledge itself. His work, marked by both groundbreaking research and visionary teaching, exemplifies the delicate balance between embracing new technologies and nurturing the human spirit of inquiry.