Artificial intelligence is rapidly reshaping the world of work — not years from now, but right now. That message resonated clearly during the recent Master of Management, Marketing Analytics (MMA) Speaker Series webinar, “AI-Ready Your Career: Preparing Your Career for What’s Next.” Hosted in partnership with AMA Triangle, the event drew students, working professionals and industry leaders eager to understand how AI is rewriting career paths across every sector.

The conversation was led by Dr. Haroon Abbu, professor of practice in the Poole College of Management and Senior Vice President of Digital Technology and Data Analytics at Bell & Howell. With more than 20 years of industry leadership experience, Dr. Abbu offered a compelling look at how AI is changing organizations, as well as how students and emerging professionals can position themselves for success.

AI Is Already Integrated Into Today’s Workplace

Dr. Abbu began by sharing a truth many professionals are only beginning to grasp: AI has already integrated into daily workflows across industries. Hospitals use AI to forecast medicine needs and support pharmacists. Restaurants automate food prep so chefs can focus on creativity. Engineers rely on AI-driven sensors to predict equipment failures. Even marketers, designers and storytellers are increasingly partnering with AI tools to develop campaigns and creative content.

“AI is not here to compete with us,” Dr. Abbu explained. “It’s here to collaborate with us — to amplify our work, not replace it.”

This shift means that AI fluency is no longer optional. It’s becoming a foundational skill for anyone entering the workforce.

Four Waves of AI: What Students Need to Know

To demystify today’s AI landscape, Dr. Abbu outlined four waves that have shaped modern technology:

1. Predictive AI: Forecasting and statistical models (used since the 1950s)
2. Generative AI: Tools such as ChatGPT and DALL·E that create new content
3. Agentic AI: Autonomous AI systems capable of taking action without constant human oversight
4. Physical AI: Robotics and automated equipment integrating multiple AI capabilities
   

These waves are converging, leading to AI systems that can predict, create, act and even manipulate physical environments — all in support of human teams.

Careers Are Changing, Not Disappearing

The webinar highlighted how AI is reshaping roles across fields (and in many cases, enhancing rather than eliminating them):

• Engineers now use AI to design smarter systems, model traffic and advance renewable energy.
• Marketers deploy AI to personalize campaigns, refine messaging and generate creative assets.
• Product managers serve as connectors between human needs and AI capabilities.
  HR teams leverage AI for talent forecasting and workforce analytics.

Dr. Abbu noted that companies are increasingly integrating AI into their organizational structures by updating job responsibilities, investing in retraining and building new pathways for AI-enabled work. Citi is retraining more than 175,000 employees on AI. JPMorgan Chase has made AI training mandatory for new hires. At Bank of America, over 90% of employees already use AI tools in their daily roles.

Yet the most striking message was that the disappearance of traditional entry-level roles doesn’t mean fewer opportunities. It simply means new graduates must arrive with AI skills already in hand.

The Skills Needed for an AI-Driven Economy

While technical understanding is valuable, Dr. Abbu emphasized that the most essential skills for thriving in an AI era are distinctly human:

Human-Centered Skills

• Critical thinking
• Ethical judgment
• Communication and storytelling
• Empathy and emotional intelligence
• Creativity and design thinking
  

Digital + AI Skills

• AI literacy and data fluency
• Prompt engineering
• Understanding how to apply AI to business problems
• Ability to integrate AI tools into workflows
• Comfort with experimenting and learning rapidly

One of the most important mindsets? Growth. “Learning is not optional,” Dr. Abbu said. “It’s survival.”

Why AI Matters for MMA Students

For students in the Jenkins MMA program, where data, analytics and marketing strategy come together, AI has become an essential career advantage rather than just a topic of interest.

AI is rewriting how organizations understand customers, personalize experiences, optimize operations and drive strategy. Graduates who can combine analytical thinking, marketing intuition and AI fluency will stand out in a competitive job market.

The MMA program’s curriculum, faculty expertise and hands-on learning experiences uniquely prepare students to lead in this space. Courses in analytics, AI applications, digital transformation and decision modeling help students build both technical and strategic competence — the exact combination Dr. Abbu emphasizes for the future of work.

A Call to Action: Embrace, Experiment, Evolve

Dr. Abbu closed the session with a common refrain that resonated with both students and industry professionals:

“AI won’t replace you. But someone who knows how to use AI will.”

His advice:

• Be curious.
• Experiment with new tools.
• Build small AI wins into your work or studies.
• Focus on creativity, empathy and ethical leadership (areas where humans shine)
• Stay adaptable.
• And never stop learning.
  

Watch the full webinar below: