In this article:
- Kelley School of Business Professor Brian Williams shares his thoughts on how Kelley is preparing students and alumni to harness the power of generative artificial intelligence, the practical implications of this technology, and what it means for the future of business education and AI for MBA students.
- Learn how Kelley Direct is leading the way in integrating generative AI into online MBA education, combining a theoretical understanding with hands-on application to ensure that students are equipped to implement it effectively in their professional lives.
Generative AI is reshaping industries and redefining how we approach work—so much so that 88% of organizations are attempting a generative AI transformation, says Kelley School of Business Professor Brian Williams, who serves as faculty chair of the Kelley School of Business’ new virtual advanced business technologies department.
Many generative AI use cases in business—such as automating administrative tasks, summarizing information, and generating reports—are offering universal benefits across professions by streamlining work and improving decision-making efficiency, particularly in industries like operations and finance.
“The way that I think about GenAI is that it’s like a really good assistant. It can make you a lot better at your job,” says Williams. “I don’t think the right way to think about it is replacing someone. But someone who knows how to use it well will do better than someone who doesn’t.”
In fact, Williams says recent academic research has shown that consultants who use GenAI with the right techniques can see a 40% increase in their performance.
“Generative AI in business is becoming the number one priority for the majority of CEOs, but 75% of organizations think their use of generative AI is not going as well as they would hope,” says Williams. “There is an immense opportunity for professionals to think about best practices for how to use generative AI in a way that’s actually helpful.”
Understanding the role of generative AI in business
Generative AI, often associated with platforms like ChatGPT and Microsoft Copilot, enables businesses to generate new content—whether it’s text, images, or even video—based on existing data. The tool is widely recognized for its ability to augment human tasks, from drafting emails to generating personalized campaigns.
“Generative AI is transforming every sector, even if the levels of adoption are varied,” says Williams.
The impact of generative AI in marketing is especially visible, where it is used to create customized advertisements and content that speaks directly to individual consumer needs.
“The technology’s ability to develop personalized content and tailor advertisements to individual users has revolutionized the field,” says Williams. “AI in marketing has really taken the industry by force.”
While other industries may be slower to adopt generative AI, Williams emphasizes the broad potential. “There’s at least some adoption happening in almost every industry,” he notes.
For example, generative AI is increasingly being used as a strategic thought partner for business leaders. AI for leaders can help executives and managers critique their ideas, develop new strategies, and even anticipate potential challenges.
A business leader might use AI to generate alternative strategies for a new market entry, asking the AI to highlight potential risks or gaps in their initial plan. This iterative process allows leaders to refine their ideas, ultimately leading to more informed decision-making. Courses in the Kelley Direct Online MBA Program train students to use AI in strategy, demonstrating how it can be an invaluable tool in high-level business strategy.
“Using AI as a thought partner can be one of the safest and most universally applicable ways for professionals to integrate the technology into their work,” says Williams.
Despite its potential, AI adoption in business isn’t always smooth sailing. One of the main reasons organizations struggle with AI implementation is the mismanagement of expectations. Many companies expect AI to function as a fact machine, delivering perfect answers with minimal input. Williams points out that AI works best when users are willing to iterate on their prompts and engage in a back-and-forth dialogue with the technology.
Another challenge is the skill gap. Many professionals lack the training to effectively use AI tools, which limits the technology’s potential impact. This is where the Kelley Direct Online MBA’s courses play a critical role. By offering practical, hands-on training, Kelley Direct can help professionals bridge this gap and maximize the benefits of AI.
“We want our students to walk away from the course with the confidence to use AI in their everyday work,” says Williams. “While the pace of adoption may vary, the long-term trajectory is clear: businesses that embrace generative AI will have a competitive edge, particularly when employees learn to leverage it effectively.”
Kelley Direct’s AI curriculum: Preparing leaders for generative AI in business
Because the future of business education is so intertwined with the adoption of generative AI, the Kelley School of Business has formed a Virtual Advanced Business Technologies Department with 66 faculty members to ensure that students are prepared to thrive in this new landscape. The department’s broad representation recognizes that generative AI touches every aspect of the business world.
The department is committed to integrating generative AI throughout the school’s curriculum, which means equipping students not only with the theoretical knowledge of what AI is but also with practical, hands-on skills they can use immediately in their careers.
“We’re developing training that fits the needs of both our current students and alumni,” Williams says.
One of the most exciting developments is an upcoming course for Kelley Direct Online MBA students on how to use generative AI as business leaders and managers. Co-taught with Owen Wu, associate professor in the department of Operations & Decision and Technologies, the course will cover everything from practical use cases to the organizational principles needed to implement generative AI effectively.
“We want students to understand how they can use this technology in their specific roles,” Williams explains. “We’re not teaching theory alone; we’re providing our students with tools they can apply the very next day,” says Williams.
For example, students might learn how to use AI in operations, summarizing lengthy reports or analyzing large datasets quickly. They will also be introduced to more sophisticated AI tools like generative video, which can be used for a variety of tasks. While these tools offer exciting possibilities, they also raise important ethical questions, particularly around issues like copyright and fraud. Kelley’s courses tackle these challenges head-on, equipping students with the knowledge to navigate both the opportunities and the risks of generative AI.
Generative AI for Business Leaders course for Kelley Direct alumni
In addition to preparing current students, Kelley Direct is also addressing the ongoing learning needs of its alumni.
“For the first time, we’re offering a course specifically for alumni, which started in October 2024,” Williams says.
The new Generative AI for Business Leaders course is designed to give Kelley graduates practical, hands-on experience with generative AI, walking them through how to use the tools in their everyday roles as business professionals.
The demand for the course has been overwhelming, says Williams. This speaks to the growing recognition across industries that generative AI skills are no longer optional—they’re essential.
Leading the way in AI-driven business education
Kelley Direct’s forward-thinking approach is designed to ensure that its students and alumni are not just keeping pace—but leading the charge.
“We’re always trying to innovate and develop a curriculum that fits the needs of our students—both current and future,” says Williams.
As businesses continue to tackle the challenges and opportunities presented by generative AI, Kelley Direct graduates are uniquely positioned to lead, adapt, and succeed. Whether it’s through personalized marketing strategies, AI-driven decision-making, or operational considerations around emerging technologies, Kelley Direct’s students will be prepared to shape the future of business in profound ways.
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