Awarded research shows how AI enhances entrepreneurship education
03 Jun 2026
A new study from University West, in collaboration with Drivhuset in Gothenburg, shows that artificial intelligence (AI) can become a valuable support in entrepreneurship education, without replacing the human interaction that is central to learning. The study was recently recognised internationally with a nomination for a Best Paper Award.
The study was conducted by Anette Fogelqvist and Mariah Ben Salem Dynehäll from Drivhuset Gothenburg together with Petter Ahlström and Ann Svensson at University West.
In a course focused on entrepreneurship, students were given access to a specially developed AI tool to work with customer discovery and customer validation, components often experienced as both difficult and time-consuming. The results show that students were able to work faster and more systematically, while maintaining the quality of their analyses.
- It is not about replacing learning, but about strengthening it. AI gives students better conditions to work systematically and reflect on their results, say the researchers behind the study.
The AI support also helped students identify patterns in their data and reduce the risk of common cognitive biases. At the same time, it was clear that the technology did not replace what matters most: human interaction. Students still needed to conduct interviews and gather information from potential customers themselves.
- Human interaction is crucial. That is where real understanding emerges, while AI helps analyse and draw conclusions, the researchers say.
Lowering thresholds for students
Students also reported higher motivation and reduced uncertainty in their work. The study shows that AI support lowers thresholds and encourages students to test more ideas.
Overall, the findings demonstrate that, when used appropriately, AI can enhance learning and give students better conditions to understand their customers—an essential skill for future entrepreneurs.
Nominated for Best Paper Award
The scientific paper, Integrating AI as Pedagogical Support in Entrepreneurship Education, describing the study and its results was one of three nominees for the Best Paper Award at the 3E European Entrepreneurship Education Conference in Bodø, Norway, held on 20–22 May.
The study was conducted by Petter Ahlström and Ann Svensson at University West, together with Anette Fogelqvist and Mariah Ben Salem Dynehäll from Drivhuset Gothenburg. The work was carried out within the EU project Sustainability for Future, a European collaboration aimed at strengthening sustainable innovation and entrepreneurship.
Contact:
Petter Ahlström, Senior Lecturer in Geomatics with a Specialisation in Urban Development and Community Planning, University West, petter.ahlstrom@hv.se , +46730 40 43 46