A transformative approach to Generative AI in business education
In the rapidly evolving landscape of business and education, the Raymond A. Mason School of Business has emerged as a leader in harnessing the power of Generative Artificial Intelligence (GenAI). While many institutions of higher education initially resisted AI’s integration into academia, the Mason School recognized its potential from the outset and has taken a proactive, strategic approach in its implementation.
Through the AI Everywhere Initiative, the school is preparing students, faculty, and industry partners for an AI-driven future. From hosting an AI-focused residency weekend for online graduate students to faculty authoring literature introducing AI fundamentals to younger audiences to launching programs aimed at enhancing data literacy among students, faculty, and staff, the Mason School is actively integrating GenAI into its educational framework.
“We need to engage our students with this technology so they can understand its limitations, its biases, and gain knowledge to critique AI outputs thoughtfully,” said Karen Conner, director of Academic Innovation.
By fostering critical thinking and hands-on application, the strategic initiative, which is being partially supported by donor resources from the Pulley Innovation Fund, ensures that graduates leave with both the technical and ethical understanding necessary to lead in a business environment that is increasingly being shaped by AI.
Dean’s Vision: Innovation through the AI Tiger Team
Leading this transformative effort is Dean Todd Mooradian, who is committed to identifying new opportunities for AI in education, research, and leadership development. His AI Tiger Team—a dedicated group of faculty, staff, and experts—continually evaluates and implements AI-driven innovations to ensure the Mason School remains at the cutting edge.
“There’s an expression, ‘You won’t lose your job to AI, but you may lose it to someone else who has mastered AI,’” said Dean Mooradian, “A Mason School education develops exactly the sorts of broad, creative, and critical thinking abilities, communication abilities, and ethical mindsets that will utilize and augment AI; skills that will not be replaced by AI.”
The AI Tiger Team is led by an Executive Committee, chaired by Dawn Edmiston, along with Conner and special advisor to the Dean, Gene Roche. The team is supported by two key subcommittees: an Academic Subcommittee, ensuring that every department within the business school has AI representation, and an Administrative/Operations Subcommittee, which includes stakeholders from the Mason School Foundation Board, Provost’s Office, Swem Library, and William & Mary IT. Together, they are conducting in-depth evaluations of how AI can enhance instruction, streamline administration, and revolutionize learning experiences. The backbone of this initiative is the Office of Academic Innovation led by Conner, which is actively implementing cutting-edge AI solutions to transform education. Through faculty training programs, AI-powered teaching methodologies, and research-driven insights, Conner’s office is shaping the way instructors leverage AI to enhance student engagement and critical thinking.
AI in the Classroom: Transforming Learning Experiences
The Mason School has also seamlessly embedded AI across its curriculum, ensuring students gain firsthand experience using AI tools in meaningful ways. From undergraduate courses to MBA programs, GenAI is being leveraged for productivity enhancement, research development, and strategic decision-making.
Here are just some of the many compelling use cases:
- In Dawn Edmiston’s senior-level marketing course, students use GenAI to enhance their personal branding on LinkedIn. Through AI tools like Microsoft Copilot and Perplexity Pro, they craft compelling value statements, brainstorm LinkedIn articles, and analyze industry trends to refine their professional presence. This exercise encourages critical thinking on AI’s ethical implications, helping students to balance AI’s efficiency with authenticity. By integrating AI-driven content creation and strategic communication, the course equips students with essential skills for an AI-powered job market.
- David Long is leveraging GenAI’s voice features to help students develop persuasive communication and negotiation skills. In his classroom, students use ChatGPT’s voice interaction tool to simulate real-time business conversations, such as persuading executives in a corporate setting. For example, in a change management case study on Boeing, students engaged in AI-powered dialogues to explore leadership decisions and cultural challenges. By customizing AI responses, students practice managing dynamic conversations, gathering insights, and refining their interview techniques. This innovative approach ensures that students gain practical, hands-on experience in persuasive business communication, preparing them for real-world professional interactions.
- Phil Wagner’s Vision 2026 case study integrates GenAI to enhance strategic analysis and communication skills. Students collaborate on real-world business cases aligned with William & Mary’s Vision 2026 pillars—water, democracy, data, and jobs—and use AI tools for learning, problem-solving, and refining their understanding before crafting final presentations. While AI cannot generate graded content, it supports students in practicing persuasive communication, structuring arguments, and developing research-backed recommendations. By leveraging the tools for learning and iterative feedback, students deliver polished, research-driven presentations, reinforcing their ability to analyze complex challenges and propose actionable business solutions.
These forward-thinking applications of GenAI not only enhances student learning but also provides faculty with real-time feedback and insights into AI’s role in shaping modern business strategies.
Grant Program Expands Possibilities for Faculty
The AI Innovation Grants Program is a bold initiative designed to propel business education into the future by empowering faculty to integrate GenAI into teaching, research, and course development. Recognizing AI’s transformative potential, the program provided funding for faculty-led projects that enhance learning outcomes, rethink traditional pedagogy, and drive AI-driven academic research.
With awards ranging from $750 for reimagining assignments to $10,000 for groundbreaking proposals, this initiative fosters innovation across disciplines, ensuring that the Mason School remains at the forefront of business education in the AI era.
For the 2024-2025 academic year, a diverse group of faculty members were selected whose projects push the boundaries of AI integration in business education. These initiatives included Kurt Carlson’s AI-driven synthetic data exercises to enhance marketing education, Arturo Castellanos’ research on AI tutors using Retrieval Augmented Generation (RAG), and Rajiv Kohli and Seth Li’s exploration of AI as a tool for mediating polarized discussions.
Other projects focused on using AI to enhance consumer behavior studies, HR management practices, and real estate pricing experiments, showcasing the versatility and impact of AI across various business disciplines.
Staying Connected: AI Resources for Alumni
As AI continues to evolve, the Mason School is committed to keeping alumni informed about its advancements in business education. Opportunities to engage include:
- News featured in future editions of the Business Bulletin.
- The AI in Business Education Summit (April 4, 2025) where faculty and students will showcase groundbreaking AI projects.
- The AI Everywhere website set to launch in Spring 2025 which will include a growing repository of tools, case studies, and research available to alumni and industry partners.
Whether you’re looking to incorporate AI into your organization, explore cutting-edge research, or stay ahead of industry trends, the Mason School invites you to be part of this transformative journey that will impact the future of business forever.
