Reviewed by: Michael Seale
Why this local professor became an expert in AI
Reading time: 6 minutes
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When he’s not giving Ted Talks or coaching his daughter’s soccer team, Dr. Carter is helping North Alabama businesses leverage AI—the smart way.
Read on to learn how he became an AI expert, plus some great programs where you can learn more about AI.
Meet Dr. Justin Carter
Dr. Justin Carter is originally from Hoover, Alabama, but has lived in Florence for the past five years with his wife Jennifer and three children. The family also has a handful of unique pets—two dogs, two hermit crabs and one hamster.
Dr. Carter is competitive by nature and has always been involved with sports in some way. He was a student-athlete in high school and college at UNA and now coaches his daughter’s soccer team and his son’s baseball team. He also challenges himself every year by competing in a few CrossFit competitions.
Fun Facts: Dr. Carter competed as a bull rider for some time. Also, when he was in D.C., he got to spend a day training with the U.S. curling team. According to him, it’s a lot harder than it looks on TV.
From student to professor at UNA
After graduating from UNA, Dr. Carter returned to the university as a professor in a full circle moment. But, in the years between, he got into a lot of interesting ventures, such as:
- Working as a Training Specialist with a defense contractor in Huntsville
- Completing his first master’s in Leadership studies
- Working at a consulting firm in Washington, D.C.
- Scoring his MBA from UNA
- Managing the Leadership and Organization Development Department a Vulcan Materials
- Securing his Ph.D. in Human Capital Management
All of these amazing opportunities led Dr. Carter to his dream job—the same place where everything began.
“I loved my time at Vulcan. There was only one other organization that could have pulled me away—and that was UNA. When the opportunity came to come back and teach, we quickly packed up and moved to Florence.”
Dr. Justin Carter, Assistant Professor of Management, UNA
Fun fact: A few years ago, Dr. Carter did a Ted Talk on the science behind mental health at work. Check it out:
Specializing in AI in the workforce
When ChatGPT brought AI into the mainstream, Dr. Carter knew it was going to quickly impact the way businesses operate. Along with Dr. Steven Puckett, and and with the support of Dr. Greg Carnes, he began to meet with local businesses and conduct trainings to influence the narrative around AI.
“My goal is to shape not just what AI does, but more specifically, the strategic relationship we have with it. By engaging with developers and businesses, I hope we can find a path forward that fosters a more healthy and productive relationship between AI’s capabilities and how we use it.”
Dr. Justin Carter, Assistant Professor of Management, UNA
Check out the in-person and online business degrees offered at UNA today.
Correcting common AI misconceptions
When working with AI and discussing the concept with others, Dr. Carter runs into two common misconceptions:
- AI will completely replace human jobs
- AI is only for tech giants or highly specialized industries
Here’s how he addresses the first misconception:
“Business has been trying to replace workers since the invention of the tractor and all attempts since have failed miserably. What is going to happen is some businesses will cut jobs in the short term, and they will pay for it dearly in the near future.
The smart companies are the ones that are not trying to figure out how to replace their workforce with AI, but the ones trying to leverage AI to strengthen their workforce.”
Dr. Justin Carter, Assistant Professor of Management, UNA
And here’s how he tackles the second one:
“In reality, AI applications are becoming increasingly accessible and beneficial for businesses of all sizes and across various sectors. Small and medium-sized companies can leverage AI without needing extensive resources, large amounts of data or extensive expertise.”
Dr. Justin Carter, Assistant Professor of Management, UNA
How UNA is using AI in the classroom
According to Dr. Carter, UNA has not been hesitant to incorporate AI into the class curriculum but has been intentional about the way they do it.
“At UNA, we’ve been fortunate to have a supportive department that was quick to encourage incorporating AI in the classroom. This gave us a head start in experimenting.
What we’ve found is that the best way to teach AI is through actual use cases. Dr. Puckett has done an amazing job networking with different businesses throughout North Alabama, finding real-world projects our students can work on in real time.”
Dr. Justin Carter, Assistant Professor of Management, UNA
Dr. Carter emphasizes the importance of not just learning about AI in a theoretical sense but understanding it through hands-on application:
“I’m not a big fan of teaching from a textbook or lecturing about a bunch of theories. The best way to prepare students is to show them what is really going on in the world.
By engaging in hands-on projects, students gain practical experience and a deeper understanding of how AI can actually be applied. This approach not only equips them with the necessary skills but also helps them develop the right mindset for the workforce.”
Dr. Justin Carter, Assistant Professor of Management, UNA
Check out UNA’s business programs
Whether you’re an undergraduate or graduate student—just out of high school or working full-time—UNA has a business program for you:
- Online Bachelor of Business Administration (BBA Flex): Perfect for working professionals wanting to complete their undergrad degree
- Master of Business Administration (MBA): 100% online with nine concentrations that allow you to tailor your education to your goals
- Master of Accountancy (MAcc): Offered 100% online or in-person—set yourself up for a successful career in accounting
- Master of Health Administration (MHA): A unique, 100% online program for those who want to combine their passions for business and health care
- Executive Doctor of Business Administration (EDBA): A low-residency program ideal for experienced business leaders advancing in their careers or moving into higher education
- Check out the full list of programs.
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