SEO, AEO, GEO, and Agentic AI: What Marketing Students Need to Know

 

Digital marketing is changing quickly. For years, marketers focused heavily on SEO, or Search Engine Optimization. The goal was to help a brand appear near the top of Google search results.

SEO still matters, but search is no longer just about typing a question into Google and clicking a link. Today, people ask questions through tools such as:

• ChatGPT
• Gemini
• Perplexity
• Copilot
• Siri
• Alexa
• Google AI Overviews

Because of this shift, marketers need to understand four important terms:

• SEO: Search Engine Optimization
• AEO: Answer Engine Optimization
• GEO: Generative Engine Optimization
• Agentic AI: AI that can plan and take action

Together, these concepts show how marketing is moving from simply “getting found” to being understood, selected, summarized, recommended, and acted upon by AI systems.

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1. SEO: Search Engine Optimization

SEO is the process of improving content so search engines can find it, understand it, and rank it in search results.

The traditional SEO goal is to appear high on a search engine results page.

For example, if someone searches:

    “Best running shoes for beginners”

Nike, Dick’s Sporting Goods, Runner’s World, or a local running store would all want to appear near the top of Google.

SEO usually includes:

• Researching keywords people use
• Creating helpful content
• Improving website structure
• Making pages easy for search engines to crawl
• Building credibility through quality content and backlinks

Simple definition:

    “SEO helps people find your content through search engines.”

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2. AEO: Answer Engine Optimization

AEO stands for Answer Engine Optimization.

AEO focuses on helping your content become the direct answer to a user’s question.

Today, users often do not want to scroll through a long list of links. They want a quick, useful answer.

For example, someone might ask:

• “What is a brand?”
• “What is email marketing?”
• “What is the difference between SEO and SEM?”
• “What can I do with a marketing degree?”

AEO helps content appear in places such as:

• Google featured snippets
• Voice search results
• AI Overviews
• FAQ-style answers
• Siri, Alexa, and Google Assistant responses

To improve AEO, content should include:

• Clear definitions
• Short answers
• FAQ sections
• Step-by-step explanations
• Plain language
• Strong headings

Simple definition:

    “AEO helps your content become the answer.”

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3. GEO: Generative Engine Optimization

GEO stands for Generative Engine Optimization.

GEO is about making sure your brand, content, or organization can appear inside responses created by generative AI tools.

These tools include:

• ChatGPT
• Gemini
• Claude
• Perplexity
• Copilot
• Google AI Overviews

Unlike traditional Google search, generative AI tools often create a summarized response instead of showing only a list of websites.

For example, a user might ask:

    “What are the best social media management platforms for small businesses?”

An AI tool might generate a comparison of platforms such as Hootsuite, Buffer, Sprout Social, Later, HubSpot, and others.

GEO asks:

• Is your brand included?
• Is your content summarized accurately?
• Are you seen as credible?
• Are you cited or recommended?
• Does the AI understand what your company offers?

Simple definition:

    “GEO helps your content appear in AI-generated responses.”

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4. Are AEO and GEO the Same?

AEO and GEO are closely related, but they are not exactly the same.

AEO is about becoming the answer.

Example:

    “What is email marketing?”

AEO helps your content become the direct answer to that question.

GEO is about being included in an AI-generated response.

Example:

    “What are the best email marketing platforms for small businesses?”

GEO helps your brand or content appear in the AI’s comparison, summary, or recommendation.

Easy way to remember:

• SEO = Be found
• AEO = Be the answer
• GEO = Be included in the AI response

They overlap because all three require content that is:

• Clear
• Accurate
• Helpful
• Trustworthy
• Easy to understand
• Well organized

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5. Agentic AI: AI That Can Take Action

Agentic AI means AI that can do more than answer a question or generate content.

Agentic AI can:

• Understand a goal
• Plan steps
• Use tools
• Make decisions
• Take action
• Check results
• Adjust what it does next

A regular generative AI prompt might be:

    “Write five email subject lines.”

An agentic AI task might be:

    “Review our last email campaign, identify why open rates were low, create three new subject lines, set up an A/B test, monitor the results, and recommend the winner.”

The difference is important.

Generative AI creates content.
Agentic AI can help manage a process.

In marketing, agentic AI might:

• Monitor campaign performance
• Adjust ad budgets
• Personalize email campaigns
• Recommend content
• Score leads
• Create reports
• Suggest next steps
• Automate parts of the customer journey

Simple definition:

    “Agentic AI is AI that can plan, act, and adapt toward a goal.”

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6. How These Terms Fit Together

These four concepts show how digital marketing is evolving.

Traditional digital marketing:

A customer searches Google, clicks a link, visits a website, and makes a decision.

New AI-powered digital marketing:

A customer asks a question, receives an AI-generated answer, compares options, and may act without ever visiting a traditional search results page.

That creates a major shift for marketers.

Brands now need to be visible not only to people, but also to the AI systems helping people make decisions.

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7. Marketing Example

Imagine a university wants to promote its digital marketing program.

SEO

The university optimizes a page for:

    “Digital marketing degree in St. Louis”

Goal: appear in Google search results.

AEO

The university creates a clear answer to:

    “What can you do with a digital marketing degree?”

Goal: become the direct answer.

GEO

The university wants to be included when someone asks ChatGPT, Gemini, or Perplexity:

    “What are good digital marketing programs in Missouri?”

Goal: appear in the AI-generated comparison.

Agentic AI

The university uses AI to:

• Monitor student inquiries
• Send personalized follow-up emails
• Recommend program content
• Alert advisors when a student is ready to apply

Goal: use AI to support and improve the student journey.

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8. Why This Matters

For marketers, the goal is no longer just to rank on Google.

The new goal is to be:

• Found in search
• Chosen as an answer
• Included in AI-generated responses
• Trusted by both humans and AI systems
• Ready for AI tools that can take action

This means strong marketing content must be:

• Clear
• Useful
• Accurate
• Current
• Credible
• Easy to summarize
• Easy for AI systems to understand

The future of digital marketing is not just about keywords. It is about trust, clarity, authority, structure, and usefulness.

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Key Takeaways

• SEO helps people find your content in search engines.
• AEO helps your content become the direct answer.
• GEO helps your content appear in AI-generated responses.
• Agentic AI can plan, act, and adapt toward a goal.
• AEO and GEO are related, but GEO is broader and more focused on generative AI.
• Marketers now need to write for both people and AI systems.
• The goal is not just to get a click. The goal is to be understood, trusted, recommended, and selected.

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Additional Readings

Digital Marketing Institute: “Search Everywhere Optimization: What Is SEO, GEO, and AEO?”
https://digitalmarketinginstitute.com/blog/what-is-seo-geo-and-aeo

Google Search Central: SEO Starter Guide
https://developers.google.com/search/docs/fundamentals/seo-starter-guide

MIT Sloan: “Agentic AI, Explained”
https://mitsloan.mit.edu/ideas-made-to-matter/agentic-ai-explained

Harvard Business Review: “Agentic AI Is Already Changing the Workforce”
https://hbr.org/2025/05/agentic-ai-is-already-changing-the-workforce

Original GEO Research Paper: “GEO: Generative Engine Optimization”
https://arxiv.org/abs/2311.09735

The Rise of “Degree Hacking” ...And Why Higher Education Better Pay Attention

 The Rise of “Degree Hacking” ...And Why Higher Education Better Pay Attention

I recently came across a fascinating article in The Washington Post discussing the growing trend of what many are now calling “degree hacking.”

If you have not heard the term yet, you probably will soon.

In short, people are figuring out ways to complete accredited college degrees at dramatically accelerated speeds and significantly lower costs through combinations of:

• transfer credits,
• online competency-based programs,
• alternative learning platforms,
• certifications,
• testing out of courses,
• and increasingly… AI-assisted learning.

Some students are reportedly completing bachelor’s degrees in months instead of years.

Now before many in higher education immediately dismiss this as some fringe internet movement, I would caution against doing so. In my opinion, this is not just a passing trend. This is a signal of a much larger shift happening in higher education right now.

And honestly? Higher education better pay attention.

What Is Really Happening Here?

This movement is not simply about “students trying to avoid learning.”

It is about several major forces colliding at the same time.

1. The Cost of Higher Education

Let’s be honest. Many families and adult learners are questioning whether the traditional four-year path is financially sustainable.

If someone can obtain:

• an accredited degree,
• while working full-time,
• for a fraction of the traditional cost,
• and complete it much faster,

that option becomes very attractive.

Especially for adult learners, career changers, and working professionals.

2. AI Is Accelerating Learning

We also cannot ignore the AI factor.

Today’s learners have access to:

• AI tutoring,
• instant explanations,
• study support,
• summarization tools,
• practice quizzes,
• writing assistance,
• and personalized learning support 24/7.

Whether higher education likes it or not, AI is dramatically changing how quickly motivated students can absorb and apply information.

That reality is not going away.

In many ways, AI did not create the pressure higher education is feeling right now. It simply accelerated issues that were already bubbling beneath the surface:

• rising costs,
• questions about ROI,
• concerns about relevance,
• and growing skepticism around traditional timelines.

3. Competency Is Starting to Matter More Than Seat Time

Traditional higher education has long been built around semesters, classroom hours, and seat time.

But competency-based education asks a difficult question:

If a student can demonstrate mastery, why should they be required to sit in a classroom for 15 weeks?

That question makes many traditional institutions uncomfortable because it challenges one of the foundational structures of higher education itself.

At the same time, employers are increasingly focusing on demonstrated skills and competencies rather than simply the traditional degree pathway itself.

We are beginning to see discussions around:

• skills-based hiring,
• competency transcripts,
• stackable credentials,
• micro-certifications,
• and alternative methods of validating learning.

That shift matters.

Here Is the Important Part…

I do not believe the traditional college experience disappears.

Far from it.

There will always be tremendous value in:

• campus life,
• networking,
• mentorship,
• collaboration,
• student organizations,
• internships,
• athletics,
• and the overall growth experience that occurs during college.

But I do believe the monopoly of the traditional four-year model is ending.

And that matters.

Higher Education’s “Blockbuster Moment”

There is an interesting analogy emerging in higher education circles right now.

Some argue universities risk having a “Blockbuster Video moment” if they fail to evolve with changing consumer expectations and technological realities.

I do not believe higher education is losing value.

Far from it.

But I do believe institutions risk losing relevance if they fail to adapt how that value is delivered.

That is a very different conversation.

So What Becomes the Value of a University?

This is where I think many universities need to rethink their positioning.

Because if content itself becomes increasingly accessible and commoditized, then the true value of higher education becomes:

• human connection,
• mentorship,
• experiential learning,
• networking,
• industry engagement,
• applied projects,
• career preparation,
• communication skills,
• leadership development,
• and community.

In other words:
The experience and the relationships become even more important.

This is exactly why I continue to believe strongly in:

• industry-connected curriculum,
• digital and AI integration,
• conferences and networking opportunities,
• applied learning,
• advisory councils,
• internships,
• and exposing students to real professionals and real-world challenges.

Students today need more than information.

They need:

• context,
• application,
• adaptability,
• critical thinking,
• communication skills,
• and human guidance.

The Role of Faculty Is Changing Too

I also believe AI is changing the role of faculty.

Faculty are no longer simply content deliverers.

Increasingly, they become:

• mentors,
• facilitators,
• coaches,
• discussion leaders,
• project guides,
• and translators of complexity.

The old “sage on the stage” model becomes harder to maintain when information is instantly accessible through AI.

Ironically, this may make great faculty even more valuable moving forward — not less.

Because students will continue to need:

• wisdom,
• perspective,
• ethics,
• accountability,
• and real human interaction.

We Also Need to Be Honest About the Risks

At the same time, legitimate concerns absolutely exist.

There are reasonable questions around:

• academic integrity,
• overreliance on AI,
• shallow learning,
• reduced attention spans,
• critical thinking decline,
• and credential dilution.

Those concerns should not be ignored.

Higher education must find ways to preserve rigor, quality, and meaningful learning outcomes while still adapting to changing realities.

This cannot become a race to the bottom.

Where I Think This Is Headed

I suspect over the next 5–10 years we will see:

• shorter degree pathways,
• stackable credentials,
• hybrid learning models,
• more competency-based education,
• increased employer partnerships,
• and greater integration of AI into learning environments.

At the same time, I also believe accrediting agencies and universities will eventually tighten oversight around extreme “speed-run” degree models to ensure academic quality remains strong.

But make no mistake:
This movement is real.

And institutions that refuse to adapt to changing learner expectations may find themselves struggling.

The future of higher education likely belongs to institutions that can successfully combine:

• flexibility,
• credibility,
• affordability,
• applied learning,
• technology,
• and authentic human engagement.

The universities that figure out that balance first will have a major advantage moving forward.

And frankly, this conversation is only beginning.

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References & Related Reading

• The Washington Post — “Accelerated college degrees and the rise of degree hacking”
• The New Yorker — “Will A.I. Make College Obsolete?”
• ETS — “7 Trends That Will Reshape Higher Education in 2026”
• Ellucian — “Don’t Be the Next Blockbuster: Higher Education and Relevance”
• Forbes — “The Rise of Three-Year Degrees and Alternative Pathways”

 

 

Behind the Scenes of Running A Major Conference... What Most People Don’t Realize

When people walk into the Midwest Digital Marketing Conference (MDMC), they see polished stages, energized speakers, packed sessions, networking, branding, technology, smiling volunteers, coffee stations, food trucks, and a seamless attendee experience.

MDMC 2026 Session

What they often do not see is what happens behind the curtain.

Running a large conference is not simply “putting on an event.” It is the management of a high-stakes business operation with a fixed deadline, hundreds of moving parts, and no option to postpone when pressure rises. Industry research consistently notes that event planners face major stress around budgeting, staffing, logistics, rising costs, and stakeholder expectations. PCMA identified budget concerns as one of the top challenges facing event organizers, along with staffing shortages and workload pressure.

And that is exactly where the real story lives.

The Clock Never Stops

Unlike many business projects, conferences do not have flexible launch dates. Once the doors open, they open. Once thousands of dollars are committed, they are committed. Once guests arrive, excuses have no value.

The Project Management Institute has noted that events create a unique form of pressure because deadlines are immovable and schedule overruns are not acceptable.

That means every delay matters.

• A missing sponsor payment matters.
• A late speaker deck matters.
• A catering miscount matters.
• A registration tech glitch matters.
• An AV issue matters.
• A weather issue matters.
• A vendor misunderstanding matters.

And all of it tends to matter at the same time.

The Weight of the Wallet

There is another reality many people never fully understand:

At the end of the day, someone has to own the financial bottom line.

• Someone must look at contracts.
• Someone must ask if costs are justified.
• Someone must monitor ticket sales daily.
• Someone must decide what can be upgraded and what cannot.
• Someone must determine whether the event breaks even, loses money, or succeeds financially.

That responsibility can be lonely.

While others may focus only on programming, branding, hospitality, or creative ideas, the person carrying the financial burden must balance optimism with discipline. Hyatt notes that strong event budgeting is essential because it protects investment, reduces risk, and builds stakeholder confidence.

What many people don’t realize is how quickly small decisions turn into real dollars.

A simple request—like adding a second microphone to a breakout room—can cost $150–$200, even if it’s used for just one hour. A last-minute tweak to catering or AV may seem minor in isolation, but multiplied across dozens of rooms, sessions, and attendees, those changes can materially impact the bottom line.

Even food comes with constraints. Due to health regulations, anything not consumed within a short window—often just a couple of hours—must be removed and discarded. That means over-ordering isn’t just wasteful; it’s expensive.

These are the kinds of decisions happening constantly behind the scenes. Individually, they seem small. Collectively, they determine whether an event stays on budget, breaks even, or falls short.

In plain English: if the money side is not managed, nothing else matters.

Pressure Changes People

Pressure can also strain relationships.

When stakes are high, patience can shrink. Tone can harden. Emails can feel sharper than intended. Small misunderstandings can become larger than they should. Good people can say things they normally would not say.

This does not always come from bad intent.

Often, it comes from fatigue, urgency, fear, and the emotional weight of carrying too much for too long. Industry sources discussing event-planning burnout frequently point to the nonstop juggling of responsibilities and expectations as a major cause of tension.

That does not excuse poor behavior—but it does explain why grace matters.

What Leadership Really Looks Like

Leadership during conference season is not glamorous.

• It can mean making unpopular calls.
• It can mean saying no when others want yes.
• It can mean absorbing criticism quietly.
• It can mean keeping calm while others panic.
• It can mean protecting the mission while navigating personalities.

And sometimes it means repairing relationships after the dust settles.

Because once the ballroom empties and the lights dim, what remains are the people who built it together.

Why It Is Still Worth It

Despite the pressure, there is something meaningful about creating an event that helps others learn, grow, connect, and advance their careers.

That makes the stress worth carrying.

MDMC is more than sessions and speakers. It is opportunity. It is community. It is students meeting professionals. It is ideas becoming action. It is momentum for people who needed it.

So if you ever attend a conference and everything seems effortless, remember:

It probably wasn’t.

Someone carried a heavy load so others could have a great experience.

And more often than not, that burden falls on the one watching the numbers, signing the checks, and making sure the whole thing survives.

Sources & Further Reading

The realities described above are well documented across the events industry:

PCMA — Budget Woes Top List of Event Planners’ Biggest Challenges
https://www.pcma.org/budget-woes-top-list-event-planners-biggest-challenges/
(Highlights budget constraints, rising costs, staffing shortages, workload pressure, and stakeholder challenges in event planning.)

PCMA — Budget Pressures and Big Expectations: Insights from the Meetings Market Survey
https://www.pcma.org/budget-pressures-big-expectations-insights-pcma-meetings-market-survey/
(Explains how planners must manage strict deadlines, budgets, rising expectations, and complex operations simultaneously.)

PCMA — Event Planning: The Third-Most Stressful Job in the World
https://www.pcma.org/3rd-most-stressful-job-event-planning/
(Discusses rising costs, financial pressure, and the growing stress placed on those responsible for event outcomes and revenue.)

PCMA — Planners Under Pressure
https://www.pcma.org/industry-under-pressure-stress/
(Explores how stress is deeply embedded in event planning roles and impacts professionals across the industry.)

GoGather — Event Planning: Overcoming the Top 10 Challenges
https://gogather.com/blog/top-10-event-planning-challenges
(Details the complexity of managing budgets, logistics, vendors, travel, and attendee expectations across large-scale events.)

TEAM IM — 7 Key Challenges in Event Planning
https://teami.org/7-key-challenges-in-event-planning-and-how-to-overcome-them/
(Outlines core operational challenges including budgeting, coordination, and managing multiple stakeholders.)

Fundraising Coach — Event Planning Challenges and Solutions
https://fundraisingcoach.com/2025/01/17/event-planning-challenges-and-solutions/
(Discusses financial constraints and the difficulty of delivering high-quality experiences within limited budgets.)

Wikipedia — Event Management Overview
https://en.wikipedia.org/wiki/Event_management
(Provides a broad overview of the complexity of event management, including budgeting, logistics, coordination, and execution.)

State of Digital: 2015 vs 2025 — What Changed (and What Didn’t)

 

By Dr. Perry D. Drake

Let’s be honest… ten years is a lifetime in digital marketing.

In 2015, We Are Social released one of the most widely shared global snapshots of digital behavior: internet adoption, social media growth, and mobile penetration. Back then, it helped the world understand what was becoming obvious: digital wasn’t “the future” anymore. It was the new normal.

Fast forward to 2025, and We Are Social’s latest Digital report shows a world that is bigger, faster, more algorithmic, and more AI-shaped than anything we could have truly predicted.

So here’s what I wanted to do: put these two worlds side by side (2015 and 2025) and pull out the real storyline.

Not just numbers… but what it means for marketers, business leaders, and honestly anyone trying to keep up.

1) The Digital World Got Bigger. But the Story Isn’t “Access” Anymore

2015: The world hit a digital tipping point

In 2015, the report captured milestones that felt huge at the time:

• The world passed 3 billion internet users
• Social media surpassed 2 billion users
• Mobile phone penetration passed 50%
• Active mobile connections surpassed the global population

That wasn’t just trivia. That was a worldwide shift. Digital had officially moved from “emerging” to mass adoption.

2025: Access is assumed. Behavior is the battle.

In 2025, the digital world isn’t just bigger. It’s basically everywhere.

What the 2025 report shows is that digital is now where:

• products get discovered,
• brands get evaluated,
• social credibility gets formed,
• purchases get influenced,
• and culture gets shaped.

And here’s the big shift:

In 2015 we were asking, “How many people are online?”
In 2025 we’re asking:

• Which platform owns their attention?
• Which algorithm decides what they see?
• Which formats dominate their consumption?
• How much is AI influencing all of this?

The 2025 digital world isn’t defined by connection. It’s defined by control.

2) Social Media: From “Mass Adoption” to “Influence Infrastructure”

2015: Social media was still a category people were learning

Back then, businesses were still asking:

• Which platform should we use?
• Do we need a Facebook page?
• Is Twitter important?
• What does “engagement” actually mean?

Social media growth was impressive, but the platform business models were still evolving. Influencer marketing hadn’t fully arrived yet.

2025: Social became a discovery engine (and commerce engine)

In 2025, social isn’t just “social.” It’s where discovery happens.

We Are Social’s 2025 report makes it clear: platforms now dominate:

• brand discovery
• product research
• purchase influence
• and a growing share of ad spend (plus influencer budgets)

Here’s the point I always tell students:

Social media isn’t where marketing happens in addition to everything else.
Social media is where the “everything else” often begins.

And one of the biggest trends worth spotlighting:

Social platforms are now competing with search engines, especially for younger consumers.

3) Mobile Went From a “Strategy” to the Default Reality Layer

2015: “Mobile-first” was still mostly a strategy

In 2015, mobile-first was basically code for:

• responsive design
• mobile-friendly websites
• fewer desktop-only experiences

The report highlighted the rise of mobile internet access and device adoption.

2025: Mobile isn’t just a device. It’s the environment.

Today, mobile isn’t a channel. It’s the default setting for life:

• navigation
• entertainment
• identity + social presence
• payments and banking
• shopping
• customer service expectations
• and even how AI assists our decisions

And here’s the key hidden shift:

Mobile no longer means browsing. Mobile means living inside apps.

This matters a LOT for marketing education and student readiness, because it forces people to think in terms of:

• platform-native content
• short-form storytelling
• algorithm-triggered discovery
• hyper-personalization
• fast creative testing + iteration

In 2025, that’s normal.
In 2015, it wasn’t.

4) E-Commerce Went From “Option” to “Expected”

2015: E-commerce was growing, but not default

Back then, many consumers still:

• researched online but bought offline
• distrusted online payments
• used digital mostly for information, not transaction

2025: Commerce is integrated into everything

In 2025, We Are Social treats commerce as baked into the digital ecosystem.

And the real change is this:

In 2025:

• people don’t separate “shopping” from “media”
• entertainment and commerce are blended
• content IS commerce
• creators are retail channels
• feeds are product catalogs

This is why marketing today is far more cross-functional than it was in 2015. Strategy isn’t siloed anymore. It’s integrated.

5) The Biggest Difference of All: AI Wasn’t Even in the Story (Now It’s Everywhere)

2015: AI wasn’t mainstream marketing language

In 2015, marketing tech was framed around:

• social media management
• email automation
• SEO / Google search dominance
• digital ads expanding

AI existed, but it wasn’t shaping daily consumer behavior or the marketing playbook.

2025: AI is the hidden layer of digital life

In 2025, AI is influencing everything:

• ad targeting
• recommendation engines
• search results
• customer service (chatbots)
• creative production (copy/video/image)
• synthetic media + influencer ecosystems
• workplace productivity and workflows

This shift deserves its own spotlight:

In 2015, digital marketing was about how humans use technology.
In 2025, digital marketing is increasingly about how technology uses humans.

That’s not negative. It’s the strategic reality now.

6) The “Dark Side” Trend: Digital Costs More (Socially, Emotionally, Politically)

This is the part most digital reports don’t emphasize enough. But it’s real.

In 2015, digital optimism was still dominant:

• connect the world
• build community
• access information
• “social” networking

In 2025, digital is still powerful. But it comes with major side effects:

• polarization
• misinformation
• deepfakes
• harassment
• addiction dynamics
• identity performance pressure

And here’s why that matters:

In 2025, marketers operate in an environment where trust is fragile. Credibility is not optional.

Key Takeaways for Marketing Leaders & Educators

If I had to summarize the “10-year shift” in real-world terms, it’s this:

1. Digital isn’t marketing. It’s infrastructure now.
   Consumer life is digitally mediated. Strategy has to assume that.
2. Social platforms aren’t “social.” They’re discovery engines.
   If you’re absent from social, you’re not quiet. You’re invisible.
3. Mobile isn’t a channel. It’s the default.
   If it’s not built for mobile-native life, it doesn’t exist.
4. AI is part of the marketing operating system.
   This is not a trend. It’s a permanent capability shift.
5. Trust is a brand asset.
   Credibility is currency, and it must be earned continuously.

Closing Thought: What Didn’t Change

Here’s the twist: the tools changed dramatically, but the fundamentals didn’t.

Technology changes fast.
Human psychology changes slowly.

Consumers still want:

• belonging
• status
• convenience
• confidence
• emotional satisfaction
• identity reinforcement

But now those needs are expressed through a digital environment that’s more algorithmic, more commercial, and more AI-driven than the 2015 world ever imagined.

And that’s why comparing these reports side-by-side matters: the tools changed, the scale exploded, but human motivation still drives everything.

Sources / Credit

• We Are Social (2015): Digital, Social & Mobile Worldwide in 2015
• We Are Social (2025): Digital 2025 (Global Digital Report)

AI Skills: Your Key to Career Opportunity and the Future

 ⭐ AI Skills: Your Key to Career Opportunity & the Future

By Dr. Perry Drake

I recently held a conversation with Ryan Brennell, a nationally recognized generative AI educator, consultant, and co-founder of Rocketing.ai. on the future of artificial intelligence, business education, and what career opportunity will look like for our students and professionals over the next decade — and it turned into one of the most thoughtful, energizing discussions I’ve had all year.

Ryan and I have been talking about AI for months, but this time felt different. The questions were deeper. The observations were sharper. And the sense of urgency — and opportunity — was unmistakable.

We covered everything from how AI is transforming marketing, finance, accounting, supply chain, and management, to how young professionals should think about the job market, and even what business schools like UMSL need to rethink in our curriculum.

In this post, I want to share some of the biggest takeaways from that conversation.
And at the end, you'll find the link to the full live discussion if you’d like to watch the entire session.

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⭐ AI Isn’t Coming — It’s Already Here

One of the first points Ryan and I aligned on is simple: AI isn’t the future; it’s the present. Not in the abstract sense — but in the daily operations of nearly every business discipline.

When we think of “AI,” many people still picture robots or humanoid assistants. But the reality is that AI is now embedded in:

• The ads you see online
• How banks flag fraud
• How hospitals schedule staff
• How airlines price seats
• How companies evaluate supply chain risk
• How marketers build audiences
• How HR screens résumés
• How analysts generate reports

It’s not science fiction.
It’s infrastructure.

Ryan shared how many companies he consults with already use AI to connect disparate data systems, automate repetitive workflows, or generate reports that used to take hours or days.

In marketing and social media — something near and dear to my heart — nearly every platform now uses AI to influence what content is seen, who it is shown to, and why. And with generative AI tools accelerating ideation, writing, editing, and analytics, marketers no longer spend the bulk of their time “doing tasks.” They spend more of their time making decisions.

We aren’t preparing students for a world where AI exists.
We are preparing them for a world where AI is the baseline.

---

⭐ The “AI Will Take My Job” Fear Is Misguided — Here’s the Real Risk

There’s a lot of anxiety attached to AI, especially among students and early-career professionals. We addressed those fears head-on.

Ryan said something that stuck with many listeners:

“AI isn’t going to replace you.
But a person who knows how to use AI absolutely will.”

That is the distinction people must understand.

Jobs are not disappearing; tasks are disappearing.
Workflows are disappearing.
Inefficient processes are disappearing.

But roles are evolving, and in many cases, expanding.

The real risk isn’t AI itself — it’s being unprepared.

Professionals who avoid learning AI tools aren’t maintaining the status quo.
They’re falling behind faster each month. Not because they lack intelligence or work ethic, but because they’re not building fluency in the tools that companies now consider essential.

From accounting to supply chain, the message from employers is clear:
AI literacy is now part of being professionally literate.

---

⭐ Human Judgment: The One Skill AI Will Never Replace

Throughout the conversation, we returned several times to what I consider the most essential point:

AI is powerful, but it cannot replace human judgment.

Here’s what AI can do:

• Analyze large datasets
• Generate first drafts
• Summarize information
• Recommend next steps
• Automate repetitive tasks

But AI cannot:

• Understand organizational culture
• Weigh ethical tradeoffs
• Navigate ambiguity
• Inspire teams
• Read a room
• Build relationships
• Apply lived experience
• Make strategic decisions when data is incomplete

Ryan called these “the human advantage stack”, and it really resonated.

Our students — and today’s working adults — must lean into curiosity, communication, leadership, ethics, adaptability, and critical thinking. These are the skills that are not automatable.

The secret is learning how to pair AI’s strengths with your own.

---

⭐ What AI Means for Each Major Business Discipline

One of my favorite parts of the discussion was exploring how each discipline in the College of Business will be impacted differently by AI.

Here’s a deeper dive into what we covered:

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⭐ Marketing: From Tactics to Strategy

In marketing, AI tools can now:

• Generate content drafts
• Suggest SEO keywords
• Analyze social media trends
• Build audience segments
• Personalize email flows
• Predict customer churn

This is incredible — but it doesn’t eliminate marketers.
It elevates them.
It pushes them toward strategy, creativity, experimentation, insight, and storytelling.

Students who rely solely on the “creative feel” of marketing will struggle.
Students who combine creativity with data, analytics, and AI tools will thrive.

---

⭐ Finance: Faster Numbers, Deeper Interpretation

AI can produce financial summaries, scenario models, and variance reports faster than any entry-level analyst.

But the value now lies in:

• interpreting the model
• questioning assumptions
• spotting anomalies
• making recommendations

Ryan shared that companies increasingly want analysts who can explain the “why,” not just generate the “what.”

---

⭐ Accounting: Automation With Oversight

AI does exceptionally well with:

• reconciliations
• error detection
• report drafting

But accountants who understand compliance, regulation, audit standards, ethics, internal controls, and risk will be in even higher demand.

Why?
Because automation raises the stakes on expert oversight.
It doesn’t reduce it.

---

⭐ Supply Chain: Predict, Adjust, Optimize

AI is already transforming logistics:

• demand forecasting
• inventory optimization
• route planning
• supplier risk analysis
• capacity modeling

Students who understand problem-solving — who can run scenarios, think critically, and adapt to disruption — will lead in this field.

---

⭐ Management & HR: AI Can Screen — But Humans Lead

AI can help match candidates to roles, assess skill gaps, analyze performance trends, and support training plans.

But leadership, coaching, conflict resolution, empathy, and communication remain fundamentally human.

We need leaders who understand how to guide organizations during change — not just operate systems.

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⭐ Education Must Evolve — And Fast

One of the most important parts of the conversation centered on what business schools must do to prepare students for this new world.

Ryan and I discussed several things:

✔ 1. AI must be integrated into every course — not treated as a standalone topic.

Students shouldn’t learn AI the way they learn a language or a coding class.
They should learn it inside:

• marketing
• finance
• accounting
• supply chain
• management
• analytics

✔ 2. Project-based learning is essential.

Students must use the tools, not just hear about them.

✔ 3. Digital portfolios matter more than ever.

Employers want to see how students apply AI.

✔ 4. Ethics needs to move from theory to practice.

Students should understand the responsible use of AI — where guardrails matter, and where judgment overrides algorithms.

✔ 5. Faculty development is crucial.

Professors must also learn AI tools to teach them effectively.

This is a turning point in higher education — and UMSL is working to be ahead of it.

---

⭐ The New First Impression: AI Fluency

Another powerful theme that emerged was how AI literacy is now a signal to employers.

Just like Excel, communication, or teamwork, AI is becoming part of what employers look for before interviews even begin.

Hiring managers now ask questions like:

• “How do you use AI in your workflow?”
• “What AI tools are you most comfortable with?”
• “Can you show me examples of how you’ve used AI?”

If students can answer these questions clearly — with examples — they stand out immediately.

AI literacy is not optional.
It’s part of the professional handshake.

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⭐ Small Daily Habits Make the Biggest Difference

One message we emphasized repeatedly is that adopting AI does not require massive change or huge time investments.

Ten minutes a day is enough.

Students and professionals can:

• explore one new tool
• test one workflow
• write one prompt
• read one article
• attend one webinar
• watch one tutorial
• try automating one task

AI rewards curiosity.
And curiosity compounds.

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⭐ Closing Reflection: Choose to Be Ready

As we wrapped up our conversation, we returned to an idea that Ryan articulated beautifully:

“You’re not competing with AI.
You’re competing with people who use AI.”

And that’s empowering.

Because we all have access to the same tools.
The same opportunities.
The same chance to prepare.

Students, professionals, executives, educators — we’re all in this together, learning as we go.

My advice is simple:

• Stay curious
• Stay open
• Stay brave
• Learn continuously
• Use the tools
• Question the outputs
• Trust your judgment
• Be willing to adapt

The future is coming fast — but so is your opportunity to shape it.

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⭐ Watch the Full Conversation

Here is the link to the complete live discussion, where Ryan and I dive even deeper into these ideas and take questions from our audience:

➡️ YouTube Conversation with Drake and Brennell

I hope you find it as energizing as we did.

---

⭐ BONUS: Download the Full PowerPoint + Explore Certification Resources

To support your learning journey, I’ve made the full PowerPoint used during the discussion available for download. It includes:

• Key frameworks
• Recommended AI tools
• Examples of AI workflows
• Prompts and exercises
• Slides covering trends across all business disciplines
• A curated resource list for AI education

You’ll also find direct links to several AI certification and training programs, including:

✔ Google Skillshop

AI Essentials, Digital Marketing AI modules, data analytics pathways, and generative AI basics.

✔ HubSpot Academy

AI in Marketing, Prompting for Marketers, and certifications related to automation and content strategy.

✔ LinkedIn Learning

AI literacy tracks, business AI fundamentals, and role-specific AI courses (marketing, finance, HR, analytics).

✔ IBM SkillsBuild

AI foundations, ethical AI, machine learning introductions, and business-focused AI pathways.

✔ Microsoft Learn

Copilot training, AI productivity certifications, Azure AI fundamentals, and applied AI in the workplace.

These resources help students and professionals build real-world AI fluency — and they pair perfectly with the insights from our conversation.

➡️ Download PowerPoint Deck

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⭐ Connect

Dr. Perry D. Drake:  drakep@umsl.edu

Ryan Brennell : ryan.brennell@gmail.com

 

AI Tools and Projects Every Business Students Should be Showcasing Now!

 

AI Tools & Projects Every Business Student Should Be Showcasing in 2025

Whether you're majoring in accounting, marketing, management, or supply chain, one thing is clear: AI fluency is no longer optional—it’s becoming a baseline skill for business professionals.

The good news? You don’t need to be a coder or data scientist to stand out. What employers want is simple:

• You’ve actually used AI

• You know its limitations

• You can use it to work smarter, faster, and more strategically

This guide breaks down the best AI tools to learn and the exact types of projects you can showcase to make your resume, portfolio, or LinkedIn profile shine.

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🌟 The Core AI Tools Every Business Student Should Know

1. ChatGPT or Claude (Conversational AI)

Think of these as your always-available research assistant, writing coach, and idea generator.

Projects Students Can Showcase

Accounting:

• Built Excel formulas for variance analysis with AI guidance

• Created a Python script (with AI assistance) to categorize journal entries

Marketing:

• Designed three messaging angles for a mock product launch

• Used AI to A/B test ad copy variations

Management:

• Created a vendor selection decision tree with weighted criteria

• Built an AI-assisted scorecard model for evaluating suppliers

Supply Chain:

• Analyzed a supply chain disruption case and generated five contingency scenarios

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2. Microsoft Copilot (AI inside Word, Excel, PowerPoint)

If your school uses Microsoft 365, you might already have access.

Projects Students Can Showcase

• Analyzed three years of sales data to identify seasonal trends

• Automated quarterly business review slide decks

• Built meeting summaries that extract action items and owners

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3. Google Gemini/Bard

Great for research, data organization, and strategic analysis.

Projects Students Can Showcase

• Conducted competitive analysis across five retail companies

• Connected Gemini to Google Sheets to auto-compile research data

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🔧 AI Tools & Example Projects by Major

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📊 Accounting & Finance

Tools to Learn:
ChatGPT/Claude, Excel with AI add-ins, Jasper.ai, Copy.ai

Portfolio-Worthy Projects:

• Built a 3-statement model with AI-assisted formula validation

• Simulated fraud detection by flagging unusual transactions

• Automated bank reconciliation using Python with AI support

• Generated MD&A narratives from raw financials

---

📣 Marketing

Tools to Learn:
ChatGPT/Claude, Midjourney or DALL·E, Jasper.ai, HubSpot AI

Portfolio-Worthy Projects:

• Created a 15-post social media campaign with AI-generated visuals

• Designed three customer personas using AI analysis of reviews

• Built an email drip campaign and A/B tested subject lines

• Produced SEO-optimized blogs and tracked keyword improvements

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👥 Management & HR

Tools to Learn:
ChatGPT/Claude, Notion AI, Grammarly Business, Otter.ai

Portfolio-Worthy Projects:

• Redesigned an onboarding process by identifying gaps with AI

• Built a performance review framework with competency models

• Created a communication plan for a mock merger

• Developed a conflict resolution decision tree

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🚚 Supply Chain & Operations

Tools to Learn:
ChatGPT/Claude, Python with AI assistance, Tableau with AI insights

Portfolio-Worthy Projects:

• Built a demand forecasting model with AI-guided statistical methods

• Optimized a warehouse layout and reduced picker travel time

• Developed a supplier risk matrix using 20+ AI-researched factors

• Simulated transportation problems and compared optimization methods

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⚡ Universal “Power Projects” That Impress Any Employer

1. AI-Assisted Case Study Analysis

Take a case (HBR, Ivey, coursework) and use AI to:

• Extract key issues

• Evaluate alternatives

• Build a recommendation framework

• Show your prompts and validation steps

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2. Mini Process Automation Portfolio

Example:

“I identified three repetitive tasks in my internship and automated them using AI + no-code tools, saving 4 hours per week.”

---

3. Data Analysis Showcase

• Pull real datasets (Kaggle or government data)

• Use AI to guide analysis and visualization

• Present business insights

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4. Personal AI Learning Blog or LinkedIn Series

Demonstrate your growth mindset:

• Share “Before AI vs. After AI” examples

• Post prompts you’ve tested

• Reflect on what worked and what didn’t

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🎤 How to Talk About AI in Interviews

Say This:

✔️ “I use AI as a thought partner, but I always validate outputs.”
✔️ “I built a project where AI handled routine tasks so I could focus on analysis.”
✔️ “I experiment with AI tools to increase productivity by X%.”

Avoid Saying:

❌ “AI does my work for me.”
❌ “I just used whatever ChatGPT gave me.”
❌ “I don’t understand AI, but it’s cool.”

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🌈 The Project That Gets Recruiters’ Attention

The “Before AI vs. With AI” Comparison Project

1. Choose a real assignment

2. Document your traditional approach

3. Show how AI made it faster or better

4. Reflect honestly on the limitations

Example:

“A competitor analysis used to take me 8 hours. Using AI-assisted research, I delivered a deeper analysis in 2.5 hours and spent more time on strategic insights instead of data gathering.”

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🧭 A Simple Message for Every Business Student

Employers aren’t expecting AI experts.
They’re expecting curious, adaptable problem-solvers.

Show that you:

1. Know how to use AI

2. Understand how to check its work

3. Can apply it to real business problems

If you can do that—even at a basic level—you’re already ahead of 90% of job applicants.

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🎒 Final Thought for Students

AI isn’t here to replace you.
It’s here to supercharge you.

“AI is like a calculator. You still need to understand the math—AI just makes you faster. It’s the same in business: you still need to think. AI simply helps you think better.”