This paper examines the purposeful integration of generative artificial intelligence (GenAI) into higher education through an embedded pedagogical approach that balances innovation with ethical responsibility. Recognising that GenAI is already reshaping teaching and learning practices, the presentation explores its application within a third-year undergraduate business module on “Diversity in the Workplace” at Technological University Dublin. While GenAI offers opportunities to enhance personalisation and engagement, it also introduces risks related to bias, equity, academic integrity, and responsible use. Guided by the PAIR framework at King's College, London the proposed approach positions GenAI as both a collaborative learning partner and a subject of critical inquiry.