Marketing expert and business strategist Jennifer Apy helps entrepreneur Jessica Odell understand artificial intelligence computer models Thursday during a Maui TechOhana workshop at the Malcolm Center in Kīhei. Odell, owner of Flying Dragon Farm, grows dwarf fruit trees on her Kula farm. PC: Brian Perry
The next time you call customer service, the human voice you hear might not actually be human. It might be a machine; a computer programmed to cheerfully manage countless routine customer complaints and service calls, 24/7 without fatigue, overtime or grumbling.
“Conversational AI is a game changer,” said marketing expert and business strategist Jennifer Apy, a 1983 Baldwin High School graduate now living in the East Bay Area. “It can handle outreach tasks like appointment scheduling, and route inbound calls at scale, without having to navigate an annoying recorded menu.” In 90-minute Maui TechOhana presentations over two days last week at the Malcolm Center in Kīhei, Apy explained how artificial intelligence is revolutionizing business and life in general in ways many of us don’t even know.
Examples of what’s called Large Language Models or conversational AI include: Gemini, ChatGPT, Claude (by Anthropic), Microsoft Copilot, Perplexity AI, Meta AI and Grok (by xAI). Each occupies a niche in the AI cyberscape. Most offer free tiers of service with paid subscriptions for more features like higher usage limits and faster response times.
Apy, area managing partner with Chief Outsiders, the largest fractional executive firm for marketing and sales, has provided her marketing expertise to Fortune 500 companies such as Mattel, Adobe and Intuit.
She said AI is no longer a futuristic concept, like “Hal,” in the 1968 classic film “2001: Space Odyssey.” Now, artificial intelligence is transforming industries at a breathtaking pace.
ARTICLE CONTINUES BELOW AD
Apy’s initial session focused on general marketing principles, and it laid a foundation for the next day’s talk on AI and how it’s reshaping business. This technology can empower Maui’s diverse economic landscape, from small businesses to broad established sectors like tourism and agriculture.
Just as “Hal” had a dark and sinister side in the fictional movie, AI raises fearsome questions about ethics, morality, biases and unforeseen negative outcomes, like replacing humans.
Addressing such concerns, Apy said that AI, at its core, is “using technology in order to be able to do something quicker, faster.” She encouraged attendees not to be intimidated by jargon, saying, “Don’t get thrown off by all these terms of things. It’s just like a lot of computers, a lot of computer automation.” She said that “all functions within an organization are adopting AI as we speak,” indicating its widespread applicability across various business sizes and sectors. “As humans we need to understand how we can use AI to make our work and lives better, in order to stay ahead of it.”
The second day’s session moved beyond definitions to showcase real-world applications for artificial intelligence.
For example, Apy detailed how AI is being used for “generative AI analysis,” helping businesses analyze market segments, data and campaigns to identify the most profitable strategies. She showed how a sales file could be uploaded to a tool like ChatGPT, which then acts as a “little junior analyst that will work with me at 2:00 in the morning,” segmenting customers and calculating potential revenue for reactivation campaigns.
ARTICLE CONTINUES BELOW AD
She noted that companies are “actively mechanizing a lot of their workflows so that their employees can handle the more sophisticated tasks that you need a human in the loop to do.”
Beyond analysis, Apy detailed AI’s role in content creation, from generating advertising campaigns and personalized emails to drafting full proposals and even e-books. As an example of the latter, she shared how she created a 45-page e-book, fully formatted with graphics and a logo, in about 20 minutes using an AI tool.
For market research, AI can access vast public data from sources like the US Census and Small Business bureaus, stitching it together for in-depth analysis.
One client “took all of their reviews from Amazon and threw them into ChatGPT to identify potential new features for products.” Another instance saw a construction company using AI to scan publicly available school board minutes, quickly identifying new, unstarted infrastructure projects and their estimated revenue, a task that previously took weeks.
The discussion extended to AI’s transformative impact on customer service. Apy said that AI-powered tools are replacing traditional systems.
ARTICLE CONTINUES BELOW AD
“You know how IVR (interactive voice response) systems say, press one, press two?” she noted, contrasting it with “conversational AI tools (that) will understand your question and give you a tailored response.”
These systems offer a “voice that’s very human-like that can respond to partial language and anticipate what it is that you want,” Apy said. And, these platforms can “train their human agents on the fly” by understanding customer sentiment and “coaching the agent to say certain things based on what a customer is saying.”
Marketing expert Jennifer Apy shows a slide of a “brand graveyard,” where formerly well-known business brands, like Kodak, Blockbuster and Borders, have failed to remain relevant brands in the digital age. PC: Brian Perry
For “repetitive in nature and prestructured conversations,” robots are being used to “schedule appointments for hospital follow-up” or act as “medical receptionist, or hotel front desk,” Apy said. This helps call centers “get through a large volume” of calls, ensuring customers are “not on hold for five hours.”
ARTICLE CONTINUES BELOW AD
ARTICLE CONTINUES BELOW AD
Apy also highlighted how AI helps to deliver better customer service.
“Instead of saying, ‘Here are five articles that might relate to your question,’ it’ll say ‘Here is the answer to your question,’ getting right to the point and saving everyone a lot of time.” Apy mentioned a Honolulu-based company Reef.ai that “predicts customer churn (when customers decide to end their software subscription) based on behavior data, so companies can proactively take action to retain customers.”
However, Apy also touched upon other considerations that come with AI adoption. She addressed concerns about “hallucinations” – where AI tools “are always trying to give you an answer . . . They’ll make up stuff to make you happy, to give you an answer.” For mission-critical research she suggested using different AI tools to fact-check each other.
She stressed the critical need for data privacy, advising users to turn off settings that allow models to “improve the model for everyone” when working with sensitive data. Apy also highlighted the potential for “racial biases, cultural biases” within AI models, stressing that “that, to me, that’s a real big danger” and emphasizing the human responsibility to understand and mitigate these.
People face an overwhelming array of advertising, email and other messages competing for their attention. Marketing expert Jennifer Apy said marketers face a battle for survival to connect with customers. PC: Brian Perry
While there’s much to be wary of, artificial intelligence is here to stay, especially if businesses want to stay competitive, innovative and create new income streams.
Apy encouraged everyone to work with this technology. “The only way to learn AI is to try it,” she said. “Jump in, jump into the pool, and be a part of that positive social change that will come from harnessing the technology for good.”
7 emerging non-tech career paths in artificial intelligence
Artificial intelligence is no longer the future. It’s already shaping how we live, work, and learn. From smart assistants to personalised learning apps and automated hiring tools, AI is now part of everyday life. But here’s something many students still don’t realise — you don’t have to be a computer science genius to build a meaningful career in AI.In 2025, AI needs more than just coders. It needs people who understand ethics, design, communication, psychology, policy, and human behaviour. Whether you’re studying law, liberal arts, design, economics, or media, there is space for you in this fast-growing field. These emerging roles are all about making AI more responsible, more human, and more useful.Here are seven exciting non-tech career paths in artificial intelligence that you can start exploring now.
AI ethics specialist
AI systems make decisions that can affect real lives — from who gets hired to who receives a loan. That’s why companies and governments need experts who can guide them on what’s fair, what’s biased, and what crosses a line. Ethics specialists work closely with developers, legal teams, and product leaders to make sure AI is built and used responsibly.Best suited for: Students from philosophy, sociology, law, or political science backgroundsWhere to work: Tech companies, research institutes, policy think tanks, or digital rights NGOs
AI UX and UI designer
AI tools need to be easy to use, intuitive, and accessible. That’s where design comes in. AI UX and UI designers focus on creating smooth, human-centered experiences, whether it’s a chatbot, a virtual assistant, or a smart home interface. They use design thinking to make sure AI works well for real users.Best suited for: Students of psychology, graphic design, human-computer interaction, or visual communicationWhere to work: Tech startups, health-tech and ed-tech platforms, voice and interface design labs
AI policy analyst
AI raises big questions about privacy, rights, and regulation. Governments and organisations are racing to create smart policies that balance innovation with safety. AI policy analysts study laws, write guidelines, and advise decision-makers on how to manage the impact of AI in sectors like education, defense, healthcare, and finance.Best suited for: Public policy, law, international relations, or development studies studentsWhere to work: Government agencies, global institutions, research bodies, and policy units within companies
AI behavioural researcher
AI tools influence human behaviour — from how long we scroll to what we buy. Behavioural researchers look at how people respond to AI and what changes when technology gets smarter. Their insights help companies design better products and understand the social effects of automation and machine learning.Best suited for: Students of psychology, behavioural economics, sociology, or educationWhere to work: Tech companies, research labs, social impact startups, or mental health platforms
AI content strategist and explainer
AI is complex, and most people don’t fully understand it. That’s why companies need writers, educators, and content creators who can break it down. Whether it’s writing onboarding guides for AI apps or creating videos that explain how algorithms work, content strategists make AI easier to understand for everyday users.Best suited for: Students of journalism, English, media studies, marketing, or communicationWhere to work: Ed-tech and SaaS companies, AI product teams, digital agencies, or NGOs
AI program manager
This role is perfect for big-picture thinkers who love connecting people, processes, and purpose. Responsible AI program managers help companies build AI that meets ethical, legal, and user standards. They coordinate between tech, legal, and design teams and ensure that AI development stays aligned with values and global standards.Best suited for: Business, liberal arts, management, or public administration studentsWhere to work: Large tech firms, AI consultancies, corporate ethics teams, or international development agencies
AI research associate (non-technical)
Not all AI research is about coding. Many labs focus on the social, psychological, or economic impact of AI. As a research associate, you could be studying how AI affects jobs, education, privacy, or cultural behaviour. Your work might feed into policy, academic papers, or product design.Best suited for: Students from linguistics, anthropology, education, economics, or communication studiesWhere to work: Universities, research labs, global think tanks, or ethics institutesThe world of AI is expanding rapidly, and it’s no longer just about math, code, and machines. It’s also about people, systems, ethics, and storytelling. If you’re a student with curiosity, critical thinking skills, and a passion for meaningful work, there’s a place for you in AI — even if you’ve never opened a programming textbook.TOI Education is on WhatsApp now. Follow us here.
Google has upgraded its AI Mode with the advanced Gemini 2.5 Pro
AI Mode has also added Deep Search, which can now run hundreds of background searches
A new calling tool built into Search lets Google call businesses on your behalf
Google is continuing to try to get you to use its AI Mode when searching online with new and enhanced AI tools. The conversational search tool has made Google’s Gemini 2.5 Pro AI model available in AI Mode, along with the long-form report writing tool Deep Search.
Google AI Pro and AI Ultra subscribers in the U.S. who are also part of the AI Mode experiment in Search Labs will now see an option to choose Gemini 2.5 Pro when asking tough questions as well.
This is the same heavyweight model behind Google’s most advanced AI tools. They’ll also have the option of using Deep Search, a feature available in the regular Gemini app that can simultaneously run hundreds of searches and will write up a report piecing together the information.
The more profound changes, though, are in how Search itself is evolving. Gemini 2.5 Pro doesn’t just fetch answers. It reasons. It explains math in full steps. It even writes code and tells you what that code is doing. And when paired with Deep Search, it can essentially conduct a research marathon on your behalf.
AI calling in
The new call feature for Search is something entirely different. It connects your search for information about a store to a phone call with AI. As Google shows in a demo, you can type “pet groomers near me” and ask for information not immediately accessible.
Instead, you can tap “Have Google call for you,” which will prompt Google to call local shops, ask about availability or rates, and then text or email the results directly to you. If that sounds like Google Duplex, that’s because Google’s Duplex technology powers it.
Of course, all this comes with a few asterisks such as having to pay for a subscription. Free users still get some limited AI call attempts, but the advanced AI Mode tools are reserved for paying customers.
Sign up for breaking news, reviews, opinion, top tech deals, and more.
Google’s advantage over other AI developers is the sheer size of its Search database, so even as OpenAI and others attempt to produce similar products, Google might have a lasting edge. Still, there’s a learning curve.
AI that does too much too fast can lead to problems. You don’t want your research assistant skipping over credible sources in favor of a Reddit thread with 38 upvotes. And you certainly don’t want your AI calling the wrong person to schedule a colonoscopy.
Grice-Dobbins is a cybersecurity teacher with the Madison County School System.
Thursday, more than 150 teachers from across North Alabama gathered to talk about AI and the use of it in the classroom.
“It’s clearly a novel technology– new for kids, new for teachers, and they’re trying to figure out how to use it,” Randy Sparkman said. “So we’re just trying to bring resources and bring these, Madison County districts, particularly, together to talk about strategies for using AI in the new school year.”
Sparkman is a part of Mayor Tommy Battle’s AI task force. They put on the AI in education event.
Grace-Dobbins said she uses AI for help with things like lesson plans and recommendation letters.
“All of us use templates every day,” she said. “Why can’t it be our template to start with, and then we edit it because nothing’s perfect when it comes out.”
She said it’s easier than you think to spot students plagiarizing by using the tool.
“It’s not going to be your top of the line type paper,” she said. “It’s not going to be written in their kind of language. It’s not going to have their kind of thoughts involved, and so the more you know your students, you’re going to know this is not you.”
Angela Evans is also a teacher. She said she’s already been using AI in her classroom for years.
She has a message for those who may be skeptical. What she’d tell people.
“Don’t be scared because change is nature,” she said. “We are going to progress our humanity. Our intelligence is going to continue to progress.
Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
You must be logged in to post a comment Login