Bryan School Introduces "AI for Impact" - A Hands-On Workshop for Business Leaders
AI is no longer optional for competitive companies. Some teams moved early. Others waited. Either way, it's here - and the organizations that learn to apply it with intention will win.
That's the thesis behind "AI for Impact," a new Bryan School Executive Education workshop led by Professor Marketa Rickley of the Bryan School of Business & Economics. The four-part, hands-on series - delivered online or in person - focuses on practical, strategic, and ethical use of AI across the enterprise. The program draws on Rickley's expertise in strategic management and applied AI.
The first client: NEST, an integrated facilities management company in New Jersey led by UNCG alumni CEO Rob Almond '02 and VP of Strategy Jon Brumbaugh '02, '07 MA. Their goal was simple: sharpen their edge with AI and move faster on what works.
Why This Matters for Executives
AI isn't a toy. It's a set of capabilities that can compress timelines, reduce costs, and clarify strategy - if you apply it where the business model benefits. Rickley's approach is built for leadership teams who want results, not technical deep-dives.
She focuses on two pillars: Generative AI (GAI) to create content and ideas from patterns in data, and Predictive AI (PAI) to forecast outcomes based on historical data. The goal: help leaders build intuition for where AI fits, what to ignore, and how to implement with accountability.
Workshop Format: Four Focused Modules
- AI for Productivity: Practical workflows for marketing, HR, finance, and operations that save time without sacrificing quality.
- AI Agent Development: Scoping and prototyping lightweight agents and automations that support real business processes.
- Strategic AI Integration: Map AI to your business model, identify leverage points, and define near-term roadmaps.
- Ethical AI Implementation: Governance, risk, and policy essentials to protect customers, employees, and brand.
Each module runs 60-90 minutes. The series is flexible, so emphasis shifts based on your company's goals and maturity with AI.
Faculty Expertise, Business Lens
Rickley frames AI through strategy, not code. "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.
Her motivation: move research and classroom insights into the community, so local and national businesses can use modern tools responsibly - and with clear ROI.
What Participants Gain
Leaders leave with a shared language for AI, a shortlist of high-value use cases, and a pragmatic plan. GAI can fuel marketing concepts, training materials, and knowledge capture. PAI can stress-test core assumptions and recommend specific levers in the business model.
The biggest benefit: clarity. Teams learn what to try next quarter, what to pilot over the next year, and what to skip entirely.
Case Study: NEST's Realistic Approach
NEST came into the workshop already experimenting with AI. That made the sessions direct and honest. "We examined their current use of AI and what they could realistically build out in 6, 12, or 18 months," Rickley says.
Post-workshop, NEST is doubling down on automation and efficiency while protecting the human experience for clients. "We offer customized solutions to each customer because of their unique processes," says Almond. "But we can apply AI to each of their 'playbooks,' allowing for increased response times and greater staff efficiency."
Rickley now acts as a "sounding board" for the team - offering strategic perspective and outside accountability as they scale what works. The result: organizational alignment on where AI fits, and a simpler path to execution.
Who Will Get the Most Value
This program is a fit for leadership teams who are committed to using AI but want help cutting through noise and moving with confidence. If your team needs clear priorities, governance guardrails, and a plan that connects to your P&L, you'll benefit.
Questions Every Executive Should Ask Before Approving an AI Budget
- Why AI for this problem - what outcome will change if we succeed?
- Do we have the data, workflows, and owners to support this?
- Where, specifically, will value be created - revenue, margin, cycle time, risk reduction?
- What's our 6/12/18-month roadmap, and how will we measure progress?
- What governance and ethics controls do we need from day one?
Ethics, Risk, and Governance Without the Guesswork
Responsible AI isn't a policy document you write once. It's ongoing practice across data, process, and people. A useful reference is the NIST AI Risk Management Framework - a practical guide for risk, controls, and accountability.
Looking Ahead
GAI, PAI, and their applications are changing week by week. "Teaching AI for Impact allows me to see where industry is moving and gives a birds-eye view into what modern businesses are considering in terms of AI," Rickley says.
The workshop will continue to evolve around a core principle: make AI useful, ethical, and directly tied to strategy.
Next Step for Executive Teams
If you're building your AI strategy and want more resources aligned to leadership priorities, explore AI for Executives & Strategy for frameworks, use cases, and governance insights you can apply immediately.
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