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Haya Ajjan, associate professor in management information systems in the and director of the , served as a panelist at the 2016 Direct Selling Association Marketing and Communications Conference, held Nov. 30 through Dec. 2 in Las Vegas.

During the “Artificial Intelligence: The Next Marketing Frontier” session, Ajjan and Greg Marshall, Charles Harwood Professor of Marketing at Rollins College, presented how organizations are using artificial intelligence, such as Watson Analytics, for social media brand analysis, marketing promotion campaigns, and customer retention.

The sponsored the session, which attracted about 250 executives and managers in the direct selling industry.