“Nobody Has Shared Real Talk About AI Like This” What Students Asked at the AMA Collegiate Conference

Future marketers. Real questions. Courtesy of the AMA Collegiate Conference in New Orleans, April 2025.

Real Talk About AI

At the American Marketing Association’s International Collegiate Conference in New Orleans, I joined a panel to discuss AI in marketing. The questions students asked were not surface-level. They were thoughtful and surprising in the best way.

One of the questions we got: “Why don’t executives get it? Are they just too old to understand AI?”

That hit. Not because it was disrespectful, but because it was honest. It captured the gap between the curiosity in that room and the hesitation students are seeing in the workplace. They know there's a lot of hype and they're trying to understand what's real. They're not intimidated by AI. They're just confused by how slowly some leaders are moving on it.

Here’s how I responded: Age isn't the issue. The real divide is attention. Many senior and executive leaders are managing massive responsibilities and competing priorities. What they often lack is the most precious resource of all, which is time.

Several students asked about AI agents. How far along are we? Where should we focus? Their questions made one thing clear: curiosity is high, but clarity is low.

At one point, the discussion turned to the inevitable question about job loss in marketing and what it means for those entering the workforce. I shared a perspective rooted in what is already happening: the boundaries between marketing, PR, and communications are blurring. The roles will still exist, but not under the labels we've known. We'll see titles like Creative AI Strategist, AI Ops, AI Workflow Designer, and others we haven't named yet. The smart move is to follow the skill, not the title.

After the panel, we didn't have to guess how it landed. The feedback came quickly and in their own words:

“It’s 5% AI and 95% you.” That quote stuck with me. Because at the end of the day, tools are just tools. It’s how you use them that counts."

"Insights on how AI is transforming customer experiences, personalization, and marketing strategy were truly eye-opening and have sparked new ideas for my own growth."

"Now is the time to start learning tools like ChatGPT, Copilot, and custom GPTs to stay competitive."

You can read more of their reflections on the real talk about AI here, here, and here.

The Discussion Made Possible by the AMA

The conversation worked because of the powerhouse panel curated by Jerrica Stovall, AMA Director of Collegiate Communities:

Efe Abugo recommended thinking in systems: While personal productivity is a big win, the real opportunity lies in reimagining business processes. The marketers who thrive will be those who can break down workflows, pinpoint where AI can add value, orchestrate intelligent agents, and rebuild at scale for impact.

Dyani S. Marvel shared a standout insight for students in this: Do not let AI steal your opportunity to become a great writer. She urged them to lean into their voice and craft.

David Armano shared an important reminder about our growing dependence on search engines and now AI. We place a lot of faith in algorithms to deliver credible information, but as he cautioned, “The truth will be what AI says it is.”

Catherine Richards (that's me) connected creative strategy with risk responsibility. I shared how understanding AI deeply means knowing not just what it can do, but how to manage it with intention and care. This will make your value proposition skyrocket. I also brought in a few messages from peers who shared what they hoped students would take away from this moment.

And our excellent moderator, Clay Sharman, kept the conversation thoughtful, honest, and engaging.

Thank you to the students who showed up, asked fantastic questions, shared their aspirations for creating with AI, and stayed to keep the conversation going.

Leaders, take note. These students are preparing to lead. The challenge is whether we're preparing to meet that energy with clarity, structure, and support.

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Looking for a speaker who gets both the tech and the people side of AI?

I bring practical strategy and a genuine curiosity for whatever the locals are having.

I’m Catherine Richards, Co-Founder of Expera Consulting and Expert GenAI Coach for Ragan Communications. I’ve spoken at global conferences, executive summits, internal leadership workshops, and industry panels, always with the goal to make AI feel practical and human.

If you're organizing an event and need a speaker who can spark honest conversations and deliver insight with clarity, here are a few topics I’m currently speaking on:

• Making GenAI Work for Work

• The Creator’s Edge: Why Those Who Build Are Built for the AI Era

• How to Think and Act Like an AI Strategist

• Improve Your Value Prop by Thinking Like a Threat Hunter

I tailor every session to the audience and the moment. If that sounds like what your team or event needs, let's connect.