According to new data from the Graduate Management Admission Council (GMAC), demand for MBA talent remains strong, but expectations are shifting. AI fluency is fast becoming a baseline competency alongside core skills such as leadership, communication and strategic thinking.

Business schools worldwide are responding to this shift by incorporating AI literacy into their MBA curricula at different levels. 

The University of Cambridge Judge Business School, in the UK, is providing practical exposure to AI to its MBA students. 

“We offer our students a variety of AI tools to work with,” says Sadia Cuthbert, director of careers at the school. AI workshops under the MBA program highlight both the power and pitfalls of the technology, while company projects allow MBA students to apply these tools in real-world settings.

In the U.S., Duke University’s Fuqua School of Business is embedding AI across its curriculum. Every core course now includes an AI component, and the school is expanding its elective offerings – with two courses currently running and two more under review.

Scott Dyreng, senior associate dean for innovation, says Fuqua has taken “a comprehensive approach” to AI.

Northwestern University’s Kellogg School of Management has added hands-on labs and a new “AI Foundations for Managers” course, which is updated regularly to keep pace with rapid developments in the field.

At Nyenrode Business University in the Netherlands, MBA students receive structured sessions on AI literacy, including how to evaluate outputs and understand the socio-ethical implications of the technology. 

“Our 2023 survey revealed, among other findings, that our students would like to receive training on generative AI. We immediately answered this request,” says associate professor of marketing Stefanie Beninger.

At Manchester Metropolitan University in England, alumni are invited back for ongoing masterclasses in digital leadership, including AI and cybersecurity. The school puts “digital leadership at the heart” of its MBA, says Anastasia Kynighou, director of the MBA program. 

Meanwhile, Nottingham Business School, also in England, relaunched its MBA in 2023 with two new modules focused on digital transformation and one on data-driven decision-making. 

“The goal is to embed digital and AI skills into the core of the MBA so that graduates are prepared not just to follow technological change but to lead it,” says Julie Rosborough, MBA portfolio lead.

For new MBA graduates, AI is becoming the next Excel

Ed Bernier, assistant dean for Daytime MBA career services at Duke, says that GMAC employer surveys suggest AI fluency is on track to become one of the most in-demand workplace skills, “much like Excel quietly became mandatory in the ‘90s, without anyone formally announcing it.” 

He adds, however, that employers still value strategic thinking, communication, leadership and judgment.

“The MBAs who stand out are those who can work fluently with technology and still bring the kind of judgment, originality and leadership that no algorithm can replicate,” he says.

Greg Hanifee, associate dean of degree operations at Kellogg School, says employers now assume AI familiarity from day one.

“Many of our MBA students reported that during their summer internships they were immediately expected to use AI tools in their work – often without much formal training,” he says. 

Bernier points out that AI is also reshaping recruitment itself. 

“Resumes are often screened by algorithms, and students are using AI tools to optimize their applications,” he says. 

Cuthbert at Cambridge stresses that recruiters are seeking fluency, not deep technical specialization.

“Most roles require a level of AI competence and literacy, rather than deep AI or digital expertise. MBAs are expected to be able to use AI agents effectively in business and commercial settings.”

She adds that employers seeking technical depth “will turn to computer science and AI labs.” 

MBA programs move quickly to match employer expectations

In the Netherlands, Nyenrode is seeing particularly strong demand for generative AI skills – the ability to use tools that can generate text, code and images in seconds. 

“Organizations across the globe are seeking to integrate generative AI into their activities in a meaningful way,” says Beninger. But many managers still lack the expertise to do so effectively.

She says students are keen to engage with both the opportunities and the risks. “In our MBA, we are seeing a great deal of interest from students about generative AI.” 

Kynighou at Manchester Met points to World Economic Forum research showing that demand for AI and green skills tripled between 2017 and 2023.

“Employers are looking for future leaders who not only grasp the current technology, but those who are agile and resilient to deal with the rapid technological developments,” she says. 

“An underlying attribute and virtue of these individuals is that they embrace change, and they are always willing to learn.”

At Nottingham, shifting employer expectations are also influencing how students evaluate MBA programs. 

“Employer demand for AI and digital expertise is significantly influencing MBA recruitment,” says Rosborough. “Organizations increasingly seek leaders who can navigate and drive digital transformation.”

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