Professors at The University of Texas Permian Basin are preparing Falcons not just for graduation but for careers in a rapidly evolving workforce. In the College of Business, Dr. Lili Gai, Associate Professor, is integrating artificial intelligence (AI) into her Principles of Marketing.
“Our students are going to enter a workforce where AI is already embedded in daily operations,” Dr. Gai said. “AI adoption in marketing is accelerating rapidly, and traditional lecture teaching can no longer keep up with the pace.”
In Dr. Gai’s class, students use AI tools to support market segmentation and targeting exercises, evaluate consumer behavior patterns, and generate initial drafts of marketing content such as social media posts and ad copy. They also work with AI-powered analytics tools to interpret data and make evidence-based marketing recommendations.
Dr. Gai emphasizes that AI is a tool, not a substitute for critical thinking. By introducing AI as a guided learning resource, she helps students understand how to use it effectively and ethically.
“AI isn’t going away,” Dr. Gai said. “Our job as educators is to make sure the next generation knows how to wield it responsibly, and the journey starts in the classroom.”
She believes her students will be better prepared for evolving job descriptions as industries continue to integrate AI into daily operations.
“As industry reports note, employers increasingly expect marketing professionals to be fluent in AI-enabled tools and workflows, positioning AI competency as a key differentiator in the job market,” Dr. Gai said. “I want my students to develop what I’d call ‘AI fluency,’ the ability to critically evaluate outputs, ask better questions and understand the limitations of what AI can and can’t do.”
Dr. Gai says students leave her course with:
- AI literacy and prompt engineering skills for marketing tasks
- Critical thinking skills to evaluate the accuracy, bias and appropriateness of AI outputs
- Applied marketing skills including segmentation, targeting, positioning and campaign development
- Data interpretation abilities using AI-assisted analysis
- Ethical decision-making skills rooted in transparency and responsible practices
As AI continues to reshape the marketing industry, Dr. Gai is ensuring Falcons are not just adapting to change but leading it.
