Taillon’s research makes mark in classroom and with consumers

With artificial intelligence (AI) set to play an increasingly significant role in our world, Dr. Brian Taillon wants his students not only to be familiar with the technology but also to use it to their advantage. Taillon is doing this by researching the use of AI pedagogy in his Arthur Graduate School classes.

“I’m researching the use of AI in student projects and the course itself, trying to figure out student adoption concerns, engagement and its usefulness in my course,” he said.

Students in Taillon’s classes in the Arthur Graduate School can interact with an AI chatbot to ask about practice questions for quizzes, provide chapter outlines and perform tasks that will make studying easier, faster and more efficient. The AI tool is trained by uploaded lecture notes, rubrics, quizzes, exams, content from the textbook and PowerPoint presentations.

“If we don’t find a way to embrace AI and work with it in our daily lives, we’re going to put ourselves at a disadvantage,” he said. “It’s here and I think it’s very important for any student who’s looking for a job in the 21st century to understand the power, how to use it, and to recognize the importance of that skill. It may be something they’ll talk about in an interview with a potential employer and show that they have some skill and expertise.”

In addition to his AI education research, Taillon is also researching the role of de-influencers, or those on social media who have an anti-consumption message.

“I’m interested in this anti-consumption message and how perceptions of people who spread these messages are received,” he said. “I want to see the impact these messages have on these influencers as well as on the company or brand itself. If an influencer or de -influencer comes out and says, ‘Don’t buy this particular product,’ it can carry significant weight for a company. It can alter brand perceptions as well as purchase intentions.”

Through his research, Taillon believes that it tells a story: authenticity, builds trust, clear communication sustains trust and human-centered innovation rewards it. He has three takeaways for consumers and brand managers:

Brands and companies should prioritize sincerity and transparency over polish — trust cannot be manufactured, only earned through consistent, human-centered communication.
Business decision-makers and marketers should design communication that informs without overwhelming, using empathy and credible sources to inspire confidence and compliance.
Innovation should begin with empathy — understanding real human needs — so that technological and sustainability efforts strengthen both performance and societal well-being.

This research builds on findings developed by Taillon and other ECU colleagues while working with Glean, a North Carolina-based company that produces sweet potato flour.

“They were looking at ways to market this product,” said Taillon. “My students worked on a project where we looked at message framing and how people responded to those messages.”

An active member of the American Marketing Association (AMA) and its Higher Education Special Interest Group (HigherEd SIG), Taillon received the 2025 HigherEd SIG Service Award. The award recognizes an officer who has demonstrated distinct contributions and dedication to AMA HigherEd SIG and its success. Taillon was lauded for his commitment and dedication to the group during a period of growth.