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Jul 26, 2024
 

Teaching and Learning with AI

Hi,  I’m Carlos Valdez, Director and Founder of Marketing and Sales, and this is my video-audio-blog for Friday, July 26th, titled "Teaching and Learning with AI.", and the text goes as follow:

The Conference at the University of Central Florida

This week, the University of Central Florida, better known as UCF, held its second conference on "Teaching and Learning with AI." This event brought together over 800 professors from 48 of the 50 states in the United States, as well as from other countries. With more than 200 presentations, attendance doubled compared to last year. This increase reflects the growing interest and relevance of artificial intelligence in the educational field. The conference was not held on the university campus but at one of the hotels located in Universal Studios in Orlando, Florida.

Recognition to the Organizers

First, I want to express my recognition to the organizers. This conference is an essential platform for academics to reflect, integrate, and share their approaches to AI. The event was inaugurated by Dr. José Antonio Bowen, author of the book "Teaching with AI."

The Importance of AI in Various Contexts

Dr. Bowen shared that artificial intelligence (AI) can be used in different contexts to improve skills and processes. AI stands out as an essential skill for work and thinking, as well as for communication and relationships. Additionally, he mentioned that AI serves as a baseline for what is considered "average" performance, and he also highlighted its role as a powerful tool for creativity and learning. These points emphasize the importance of integrating AI into various areas to optimize both individual competencies and overall results.

This is why the conference had academics from all colleges and all disciplines.

My Presentation: Using AI Models to Develop Sales Scripts

On this occasion at the conference, I presented my research project on how to incorporate AI for the development of sales scripts in the classroom. Here is a summary of my presentation:

Title of the Presentation: Using AI Models to Develop Sales Scripts in Role-Playing Scenarios

I started by asking who knows Disney Springs or CityWalk, which are free-access areas for visitors in Orlando where there are shops, restaurants, and bars. I made the analogy that if you come to Orlando only to those places and don't enter the parks, it's like using the free version of ChatGPT or any free version of AI. To truly have the complete AI experience, you have to use the paid version, just like in Disney or Universal parks.

Next, we reviewed AI applications, something I've already shared in other blogs.

  1. AI Applications:
  • According to the survey, 23% of adults in the U.S. have used AI, a significant increase from 18% in July 2023.
  • AI use in the U.S.:
    • Work tasks: 20%
    • Learning something new: 17%
    • Entertainment: 17%
  • Six applications of generative AI:
    1. Content creation: 23%
    2. Technical assistance: 21%
    3. Professional and personal support: 20%
    4. Learning and education: 16%
    5. Hobbies and recreation: 13%
    6. Research and analysis: 10%
  1. AI in Marketing and Sales:
  • "AI and automation, along with an accelerated world, have led most marketers to agree that marketing has changed more in the last three years than in the previous 50."
  • "AI technology has revolutionized marketing and sales; now, generative AI promises to radically change how B2B and B2C actors think about customer experience, productivity, and growth."
  • Percentage of time companies are using generative AI in their marketing activities:
    • Overall average: 7.0%
    • B2B Products: 6.2%
    • B2B Services: 8.7%
    • B2C Products: 5.1%
    • B2C Services: 9.7%
  • "77% of sales leaders are currently implementing or planning to implement generative AI within the next 12 months."
  • "Today's and future salespeople must have three critical competencies to be high performers:
    1. Tactical flexibility,
    2. Capacity to mentalize,
    3. Partnership with AI."
  • AI adoption in companies:
    • Content support for marketing strategy: 16%
    • Personalized marketing: 15%
    • Identification and prioritization of sales leads: 8%
  • AI use in Marketing:
    • Sales productivity: +5.1%
    • Customer satisfaction: +6.1%
    • Reduction in marketing costs: -7.0%
  • AI use in Sales:
    • Identification and prioritization of sales leads: 17%
    • Personalization of marketing strategies: 15%
    • Real-time support during sales conversations: 8%

The exercise involved giving students a sales script generated by me for a role-playing practice case. I asked them to, in teams, upload my script to three AI platforms like OpenAI, Claude, and Gemini, compare the results, and choose the best one, improving it with their own words. Half of the team acted as sellers and the other half as buyers, and the buyers did the same with a list of questions and objections for the role-playing dynamic.

The results were based on three questions I asked the students as part of this study:

  1. Question 1:
  • Does this course provide knowledge and skills related to the NACE Competency of Oral Communication?
  • Answer: Yes or No and Why.
  • Results of Question 1:
    1. Increased public speaking confidence: "This course has significantly improved my confidence in public speaking. I can now present myself to my professors and peers with composure and speak clearly."
    2. Practical application and real-world preparation: "By presenting in realistic scenarios and role-plays, this course prepares us for internship and job opportunities, helping us secure employment by practicing vital skills."
    3. Development of key communication skills: "Role-playing and frequent presentations have helped me practice and develop oral communication skills essential for job interviews and professional interactions."
  1. Question 2:
  • Does this course provide you with an integrative learning experience?
  • Answer: Yes or No and Why.
  • Results of Question 2:
    1. Hands-on and realistic role-plays: "The role-plays are very realistic and mimic real-world scenarios, providing practical experience."
    2. Application of knowledge and skills: "The course integrates knowledge from other classes into practical soft skills."
    3. Collaborative learning and feedback: "Constant practice with peers and detailed feedback from the professor."
    4. Professional and civic contexts: "Connecting with guest speakers and real-world professionals weekly."
  1. Question 3:
  • Does this course provide you with AI experience related to business-to-business sales?
  • Answer: Yes or No and Why.
  • Results of Question 3:
    1. Integration of AI in coursework: "Amazing integration of AI in coursework, using tools like ChatGPT, Claude, and BardAI."
    2. Mixed experience with AI: "Limited usage of AI; used once, but impactful."
    3. Encouragement to explore AI tools: "Comparing our work with AI helps improve our word choices and understanding."
    4. Practical application and skill development: "Using AI to draft and refine scripts provides practical, real-world experience."

Study Conclusions

  • Incorporate more AI activities.
  • Utilize Copilot free for UCF.
  • Provide detailed instructions on prompts.
  • Request AI-generated images.
  • Continue evaluating and improving AI adoption in the classroom.

Prompt Engineering

  • You have to be:
    • Specific.
    • Nuanced.
    • Extremely well-articulated.
  • And it also has to be:
    • Clear.
    • Concise.
    • Provide the appropriate context.

Lastly, I shared that thanks to AI, it was possible to launch my Marketing and Sales company this summer for the development of professional content related to marketing and sales, and that I developed the B2B Sales Leadership with AI course, which had a very good reception. The attendees requested the English version, so we will soon launch the English version of the course. Thanks to the attendees for their interest and support for my course.

Blog Conclusion

The "Teaching and Learning with AI" conference at UCF was an enriching experience and a testament to the potential of artificial intelligence to transform education and marketing. As we continue to integrate these technologies into our daily practices, it is essential to keep analyzing the results and keep improving.

If you’ve reached this part of the video, I want to share in the description box two links to books in PDF format generated by the UCF Faculty Teaching and Learning Center. The first book was presented at last year’s conference, "More than 50 Assignment Ideas with ChatGPT," and the new one launched at this conference, "More than 50 AI Ideas for Educators." I hope you find them useful.

Thank you for your attention and remember that in Marketing and Sales we always have to generate value.

Until next time.

Dr. Carlos Valdez

References:

  • Collins, S. (2024). MVP Sales Research & Advisory, Gartner Presentation AI in B2B Sales at Gartner’s Professors’ Day, 2024.
  • Cohen, T. (2024, April). Generative AI for Business Leaders course. LinkedIn.
  • Deloitte, Duke Fuqua, & American Marketing Association. (2024, Spring). Managing marketing technology, growth, and sustainability: Highlights and insights report. The CMO Survey. https://cmosurvey.org/
  • Giglo, R. (2024). The State of the Marketing 2024. Hubspot Report.
  • HubSpot & G2. (2023). Smarter selling with AI: New data on how the sales process is changing.
  • https://www.hubspot.com/McKinsey & Company. (2023, May). AI-powered marketing and sales reach new heights with generative AI. Report.
  • McKinsey & Company. (2024, May 30). The state of AI in early 2024: Gen AI adoption spikes and starts to generate value.
  • McKinsey Global Survey on AI. https://www.mckinsey.com/
  • Pew Research Center. (2024, March 26). Americans' use of ChatGPT is ticking up, but few trust its election information. Pew Research Center. https://www.pewresearch.org/
  • Spring 2024 Student Survey MAR3407.

 

 ChatGPT Assignments to Use in Your Classroom Today:

 https://stars.library.ucf.edu/cgi/viewcontent.cgi?article=1097&context=oer

AI Hacks for Educators AI Hacks for Educators:

https://stars.library.ucf.edu/cgi/viewcontent.cgi?article=1098&context=oer

 

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