Rethinking AI: How to Turn Technology Into a Partner

Insights from Full Sail University’s Rob Croll at the Winter Park Chamber of Commerce

 

The Winter Park Chamber of Commerce recently welcomed back Rob Croll, Program Director, Digital Marketing, at Full Sail University, for a thought-provoking presentation on one of today’s most transformative forces: artificial intelligence.

Rob, a longtime marketing educator and digital strategist, brought both skepticism and excitement to the conversation. As he shared, “When AI first came on the scene, I thought, ‘Here we go again — another next big thing.’ But this time, it really is different.”

 

From Skeptic to Advocate

Rob’s journey with AI began much like many of ours — with curiosity and a bit of doubt. As a professional writer, he was sure no machine could match his craft. That was until he tested early AI writing tools and found himself, as he put it, “jaw on the floor.”

Soon after, he began exploring how AI could impact marketing education and professional practice. “When tools like ChatGPT and Jasper started handling core marketing functions — from writing to data analysis — I realized this wasn’t just a new tool. It was a shift in how we think, work, and teach.”

The Mindset Shift: From Tool to Partner

At the heart of Rob’s message was one clear theme: AI should be treated not as a tool, but as a partner.

He encouraged attendees to stop thinking of AI as a simple “answer engine” and start using it as a collaborative problem-solver — one that can reason, ask questions, and help refine ideas.

“Think of AI as a really smart intern,” Rob explained. “It’s read the entire internet — it knows everything — but it’s also insecure and eager to please. It will always give you an answer, even if it’s not entirely sure. That’s why you, the human, are still in charge.”

Over time, he added, that “intern” has earned a Ph.D. — growing far more capable, faster, and increasingly able to reason and strategize. But the real opportunity lies not in what the technology can do, but in how we approach it.

Demonstrating the Future

To illustrate AI’s evolving capabilities, Rob demonstrated Google’s Gemini Deep Research, a tool that goes beyond surface-level responses. Using a live audience example, he showed how AI could evaluate the market potential for a new business idea — in this case, a time-based waxing service model — by developing a research plan, sourcing credible data, and summarizing findings.

The takeaway? AI isn’t just about speed or convenience — it’s about depth and decision-making. With the right prompts and a thoughtful approach, business owners can use AI to explore opportunities, test ideas, and uncover insights that once required teams of analysts.

Building Better Habits with AI

Rob outlined a simple framework to help professionals get more value from AI:

Start with Strategy – Don’t just ask AI to write or summarize. Ask it to help you think.
Describe, Don’t Command – Treat your prompts like a conversation. Explain your context and goals.

Discern the Results – Verify the facts. AI can be confident and wrong at the same time.
Iterate and Improve – Keep refining. Each exchange teaches you and the AI to work better together.

He also emphasized the growing importance of AI literacy — not just knowing how to use tools, but understanding their ethical, creative, and professional implications. “Anyone who claims to be an AI expert today probably isn’t,” he said. “It’s evolving too fast. The key is to stay curious and adaptable.”

Looking Ahead

In closing, Rob discussed how AI may soon act as a personal assistant capable of scheduling meetings, managing emails, and even booking travel autonomously. He also touched on the concept of AI agents — intelligent systems that could one day run entire departments or even businesses, interacting with other AI agents on our behalf.

While the future may feel daunting, Rob encouraged optimism and experimentation. “Yes, AI is changing jobs and industries,” he said, “but it’s also opening space for creativity, strategy, and human insight. The people who learn to work with it — not against it — will lead the way.”

A Human Future, Powered by AI

For Winter Park’s business community, Rob’s presentation was both inspiring and practical — a reminder that the future of work isn’t about replacing people with machines, but about empowering people through partnership with technology.

As Rob summed up, “AI can do amazing things, but it still needs you — your experience, your judgment, your humanity. That’s what makes the collaboration so powerful.”

About Rob Croll: Rob Croll is the Program Director, Digital Marketing, at Full Sail University and a nationally recognized speaker on digital strategy, marketing innovation, and artificial intelligence. He hosts AI-related workshops, contributes to professional publications, and is passionate about preparing students and professionals to thrive in an AI-driven world.