AI in Academia: A Podcast with Professor Dawn Edmiston
In a recent episode of the AI in Academia podcast, hosts Noah John Sarkisa, professor of Mathematical Sciences at Bentley University, and Gaurav Shah, senior director for Academic Technologies and User Experience Design at Bentley University, welcomed Dawn Edmiston, an award-winning Clinical Professor of Marketing at William & Mary's Raymond A. Mason School of Business and a recent Fulbright Scholar at Tallinn University in Estonia. Edmiston shared insights into the growing role of AI in higher education, especially within the Mason School.
Edmiston, who has taught for 25 years, including undergraduate and graduate students in digital and marketing strategy, has recently been tasked with leading the efforts to integrate AI into the School of Business at William & Mary. In September 2024, she partnered with colleagues to conduct a benchmark survey that assessed AI usage and attitudes of faculty within the School of Business. With an impressive 67% response rate, the results revealed that the majority of faculty use AI tools in their teaching and research at least once or twice a week. Many of these faculty members reported using AI more than five times weekly. Those faculty who frequently use AI were optimistic about its impact on productivity and work quality.
However, the survey also uncovered faculty concerns with AI. While 85% of faculty expressed interest in learning more about AI tools, nearly half of the respondents were not yet comfortable incorporating AI into their teaching or research. Additionally, 71% of faculty were concerned about AI's potential adverse effects on student learning, and 83% were worried about its impact on academic integrity.
Challenges and Opportunities: AI's Impact on Teaching and Learning
In the podcast discussion, Edmiston expanded on the challenges faculty face when integrating AI into teaching, particularly around concerns with academic integrity and student engagement. Edmiston noted that while AI tools like ChatGPT and Microsoft Copilot can support learning, students can also become overly reliant on these tools, particularly in online environments that lack face-to-face engagement. Faculty are worried that AI might encourage students to avoid critical thinking and the learning process.
Edmiston shared that the shift to online learning, accelerated by the pandemic, has made it more difficult at times for instructors to foster personal connections with students. She highlighted the importance of humanity in education, stressing that the most impactful learning happens when students feel heard and respected. Edmiston has strongly advocated for hybrid learning experiences, which blend online and in-person elements to maintain personal connections while leveraging the benefits of digital tools.
AI and Career Transitions: Turning Challenges into Opportunities
The conversation took an interesting turn when Edmiston discussed how AI can assist students with career transitions, especially in a rapidly evolving job market. She explained that while AI might seem like a threat to job security due to automation, it can also be a valuable tool for individuals seeking to shift careers or adapt to new roles. Edmiston is using AI tools to help her students develop their personal brands, particularly through LinkedIn profile optimization.
In addition, many of Edmiston's graduate students use AI to navigate the complexities of career transitions. AI tools can help students reframe their existing skills and experiences into language that resonates with employers in different industries. This approach benefits those students looking to pivot careers, such as an accountant seeking a project management role. By using AI to articulate previous experiences from a prospective employer's viewpoint, students can more effectively position themselves in interviews and networking opportunities.
Adapting to AI in Marketing: Leveraging New Tools While Retaining Creativity
Edmiston shared that AI is dramatically transforming the discipline of marketing, from reducing workforce demands to making content production more efficient. However, she emphasized that while new AI tools can handle much of the production work, creativity, strategic thinking, and human connection remain critical success factors for marketers.
She stressed that students must adapt to these market dynamics by learning to use AI as a complementary tool rather than viewing it as a threat. The key is not only understanding how to use AI to gain consumer insights but also developing the abilities to connect deeply with consumers and interpret data in meaningful ways. This mindset is crucial for leveraging AI effectively, as it helps marketers refine their approach, whether it's for creative campaigns or career transitions.
Critical Skills for Success in an AI-Driven World
In the final segment of the podcast, Edmiston highlighted skills that are essential to thrive in an AI-driven world, especially within the marketing field. First and foremost, she emphasized the importance of asking thoughtful questions, since curiosity is the key to understanding the world around us.
Edmiston also stressed the significance of critical thinking when working with AI. Since AI tools are not infallible, students must be mindful of biases inherent in the technology and ensure they verify and cite sources properly. She also reinforced the importance of market research skills and the need to understand both the challenges and opportunities of AI.
AI can be a powerful partner, but the ability to ask the right questions, adapt to shifts in the market, and build meaningful connections remain essential for success.
Listen to the entire episode on Apple Podcasts or BuzzSprout.
