The development of artificial intelligence (AI) is having a transformative effect on education, both in terms of its methods and its impact. The capacity to develop innovative tools that enhance pedagogical practices signifies that AI is driving a transformation across the education system. Generative AI (GenAI) has the potential to transform university teaching, contributing to more personalised, efficient, and relevant learning for the contemporary world. The practical approach adopted in this chapter involves providing resources and examples to facilitate the integration of the subject matter into university teaching in business and economics from a two-fold perspective. Firstly, it presents how GenAI can assist university students in the evolution and consolidation of their learning and how to optimise its integration in the corresponding process. Secondly, from the perspective of its use by teaching staff, GenAI can also play a significant role in teaching and research. This path must be the result of intentional instructional design, a consequence of pedagogical and institutional reflection on the new learning framework. The successful integration of AI into learning is a shared responsibility between students and teachers, with clear guidelines established at the university level, as well as regulations to control potential risks to the learning process. The chapter presents examples of how AI has been successfully integrated into the teaching and research process in economics.