Bryan School Introduces AI Workshop for Business Leaders
AI is everywhere. Some business professionals were early adopters; some questioned the tool’s possibilities.
Whatever one’s initial reaction to artificial intelligence (AI), it is here to stay. And since that is the case, Marketa Rickley, Bryan School of Business & Economics professor, wants to support organizations in ensuring AI strengthens their overall success.
UNC Greensboro was an AI “early adopter,” and Rickley’s January launch of a new Bryan School Executive Education: AI for Impact workshop adds to the University’s forward-thinking cache of AI initiatives.
The four-part, hands-on series — either taken online or in-person — digs deep into the practical, strategic, and ethical implementation of AI in business, drawing from Rickley’s expertise in strategic management and applied AI.
She launched the workshop earlier this year, with first client NEST, a New Jersey integrated facilities management company, whose leadership includes two UNCG alumni, CEO Rob Almond ’02 and VP of Strategy Jon Brumbaugh ’02, ’07 MA.
“Although we have been embracing AI at NEST for some time, we want to be cutting edge and competitive with our AI offerings,” says Almond. “When Dean Joy Bhadury told me about this curriculum, I immediately signed up.”
Faculty Expertise Drives AI Workshop
For Rickley, working in the AI field was borne from broader strategic thinking about the role of faculty. When considering this, she thought about her research, her students, and the community.
“My role is to push the knowledge domain further with research and to encourage students to be effective in changing the workplace but also to share insights with our broader community,” says Rickley.
The last objective really resonated with her. She wanted to ensure businesses in the community were taking advantage of advancement in tools like AI and applying them effectively for their future success, which led her to create the workshop.
Rickley focuses on generative AI (GAI) and predictive AI (PAI) in her research and work with business managers. GAI learns patterns from data to create new content while PAI projects future outcomes by analyzing historical data.
“I find it inherently interesting to be part of this ‘paradigm shift’ due to changes in technology,” she says. “I also like how AI enables us to think about difficult questions in a new way.”
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How “AI for Impact” Evolved to Help Businesses
The Bryan School has readily adopted aspects of AI, using the tool in faculty training and adding an AI concentration and graduate certificate, and with support from Dean Bhadury, development of this program also gained momentum.
Rickley sought to contribute her skills by creating a workshop that makes AI accessible through a business lens.
“I wanted to get business professionals comfortable using AI and provide them a window into where AI is headed,” she says.
The course was then developed and road-tested before its official launch with NEST in February. The format is four, 60–90 minute modules, focused on AI for productivity, AI agent development, strategic AI integration, and ethical AI implementation.
The module format enables the program to flex its emphasis according to the clients’ needs, either further emphasizing or de-emphasizing certain topics.
“Without the combination of the forward-thinking leadership and the connections the Bryan School has built over the decades, we could not have launched this program,” Rickley says.
Delivering Practical AI Applications, Strategic Clarity
Participants should gain a clear and actionable sense of how AI can benefit their organizations in this workshop, explains Rickley.
“GAI can offer inspiration for marketing, HR training, and many other functional roles,” she says. “PAI can analyze a company’s business model, for example, and make recommendations.”
Due to her background, Rickley knows how to discuss AI in a way that resonates with business leaders; she does not approach the conversation from a technical perspective.
“Rather than getting into the technical details, I focus on helping business leaders build intuition about how AI works and how it can be integrated to strengthen their business model,” she says.
Organizations that are excited about AI are a good fit for this program. In other words, they want to use the technology — know they need to use it — but need help navigating the sometimes intimidating expanse of information about AI.
“The thought of using AI may overwhelm businesses,” Rickley says. “This course breaks it down into digestible pieces, helping leaders decipher what is worth investing in and what should be skipped.”
NEST’s Realistic Approach to AI
Rickley reflects on the workshop launch with NEST, a company led by UNCG alumni Almond and Brumbaugh offering integrated facility management support, which allows for brand consistency, cost effectiveness, and efficient processes.
NEST’s strong group of forward-thinking managers were already pursuing AI integration, which made the workshop engaging yet realistic.
“The NEST leadership had a great blend of curiosity and strategic realism,” she says. “We examined their current use of AI and what they could realistically build out in 6, 12, or 18 months.”
Following the workshop, Almond says NEST continues to focus on automation and efficiencies gained from AI implementation, without losing their personal touch with clients.
“We offer customized solutions to each customer because of their unique processes,” he says. “But we can apply AI to each of their ‘playbooks,’ allowing for increased response times and greater staff efficiency.”
Since they took the course, NEST now has a “sounding board” in Rickley. She sees their benefits as communal clarity and greater alignment in terms of AI.
“Participation in this course gives them a path to perhaps think differently about certain strategic questions,” she says. “From there, they can decide how to adjust their processes to make the most of AI.”
The leaders at NEST agree. In fact, one of their clients flew across the country to join the AI session.
“This client, like my team, was blown away by what we learned in the workshop,” says Almond. “He confirmed that we were doing the right thing be embracing AI on a whole different level.”
Looking Ahead: Rapidly Changing AI Landscape
In this workshop, Rickley helps businesses navigate the intricate world of AI by exploring questions: Why AI? What problem does it solve? Do you need it? Where will it create value?
With GAI, PAI and the responsible use of AI constantly evolving, AI for Impact will change and develop as well, based on the needs of the businesses it serves.
Teaching this workshop enables Rickley to stay at the forefront of the AI conversation.
“Teaching AI for Impact allows me to see in which direction industry is moving as well as offers me a birds-eye view into what modern businesses are considering in terms of AI,” she says.
Written by Amy Burtch, AMBCopy
Photography provided by UNCG Bryan School
