“How will AI kill Creature?”
 

That was the question posed to Scheller College of Business Evening MBA students Katie Bowen (’25), Ellie Cobb (’26), and Christopher Jones (’26) in a marketing practicum course that paired them with Creature, a brand, product, and marketing transformation studio.
 

For 10 weeks, the students worked as consultants in a project that challenged them to rethink the role of artificial intelligence in creative industries. Course instructor Jarrett Oakley, director of Marketing at TOTO USA, guided the student project as they developed strategies to help Creature navigate the evolving landscape of AI-driven marketing.
 

Business School Meets Real Business
 

“Nothing accelerates the value of a business school education like applying it in real time to real businesses,” Oakley said. “This course mirrored a consulting engagement, turning classroom learning into actionable expertise through direct collaboration with local firms. It was designed to spark creative thinking, build confidence, and bridge theory with practice.”
 

What began as a traditional strategic analysis quickly evolved into a forward-looking exploration of AI’s impact on branding, user experience, and performance creative. “Our team realized early on that AI wasn’t a threat but a powerful tool,” the students shared. “We found that AI’s real impact lies not in replacing creativity, but in reshaping expectations, accelerating timelines, and redefining performance standards. It also gives forward-thinking agencies like Creature the opportunity to guide clients still catching up to the AI curve.”
 

Creature’s founders, Margaret Strickland and Matt Berberian, welcomed the collaboration. “We solve creative challenges across brand, product, and performance,” said Strickland. “AI is transforming each of these areas. The students helped us see how to stay ahead of the curve.”
 

Students applied frameworks like SWOT, Porter’s Five Forces, and the G-STIC model to diagnose challenges and develop actionable strategies. Weekly meetings with Creature allowed for iterative feedback and refinement.
 

One of the team’s most surprising insights came from primary research: many agencies hesitate to disclose their use of AI, fearing clients will demand lower prices. “We recommended Creature define and share their AI philosophy,” said the students. “Clients want transparency and innovation, and they’ll choose partners who embrace AI, not hide from it.”
 

Creature took the advice to heart. Since the project concluded, the firm has launched a new AI consulting offering, SNSE by Creature, and implemented automation across operations, resulting in a 21% boost in efficiency. They’ve also adopted an AI manifesto to guide future initiatives.
 

A Transformative Student Experience
 

Katie Bowen, Evening MBA '25
“This project let us apply MBA concepts to a real-world business challenge. We dove into Creature’s business and tailored our analysis to their needs. It pushed us to think critically about how companies stay competitive when AI tools are widely accessible. Using strategy, innovation, and marketing frameworks, we bridged theory and practice to deliver forward-looking recommendations.”
 

Ellie Cobb, Evening MBA ‘26
“This project strengthened my ability to use AI effectively in both personal and professional contexts—not just knowing how to use it, but when not to. Exploring such a fast-evolving topic made me more agile and open-minded, ready to follow where research and emerging trends lead.”
 

Christopher Jones, Evening MBA ‘26
“The Marketing Practicum with Creature was an eye-opening experience that deepened my understanding of AI’s impact on business. It sharpened my critical thinking as I navigated conflicting information about AI, and gave me practical insight into business strategy, from integrating new technology to managing innovation and diversifying product offerings.”
 

Education With Impact
 

Oakley believes the practicum will have lasting impact. “These students now understand how traditional marketing strategy integrates with emerging AI capabilities. They’re ready to lead in a rapidly evolving industry.”
 

As AI continues to reshape marketing, partnerships like the one between Scheller and Creature demonstrate the power of collaboration, innovation, and education in preparing future leaders for whatever comes next.