By Laine Brennan, Marketing Major, UPIC Intern for the Department of Marketing, Class of 2026
At Clemson University, the Department of Marketing is shaping the future of customer experience (CX) education by giving students more than just theories and case studies. The Wilbur O. and Ann Powers College of Business is providing them with access to cutting-edge tools that redefine how businesses interact with consumers. The AI Makerspace (AIM) Club and the Biometrics for Business Creative Inquiry (CI) course open doors for Clemson students to explore advanced technologies, gain hands-on research experience and prepare for the rapidly evolving marketplace.
The AI Makerspace (AIM) Club: Innovation Without Limits
The AIM Club aims to create a collaborative environment where students can experiment with artificial intelligence tools and explore how they can be used to enhance customer experiences. The club welcomes students from all majors, not just marketing, and encourages innovation across disciplines.
“Customer experience isn’t just about managing relationships. It’s about finding ways to make things better,” Mike Giebelhausen, associate professor of marketing and faculty sponsor of AIM, explained. Through AIM, students gain access to high-end AI platforms, including ChatGPT Pro, Claude Pro, and advanced image-generation tools. Members can work on structured projects, such as building automated social media systems, or pursue their own entrepreneurial “passion projects” using club resources.
Meetings are designed to be interactive, allowing students to test tools, share prototypes, and collaborate on creative solutions. In Giebelhausen’s words, “The goal is to make CX innovation as accessible as possible”.
Biometrics for Business
While the AIM Club focuses on prototyping and innovation, the Biometrics for Business Creative Inquiry course dives into the science of understanding consumer behavior at a deeper level. Using cutting-edge biometric technology, including facial expression analysis, eye tracking, and emotional recognition software, students can capture authentic, unfiltered insights into customer reactions.
“Traditional surveys can tell us what people say they feel. Biometrics tells us what they actually feel,” Larry Carter, clinical assistant professor of marketing and faculty sponsor of the CI, explained.
Students not only get hands-on experience with lab equipment but also design and run their own studies using iMotions, a leading biometric research platform. They can invite participants through simple web links and collect data directly from webcams, making advanced research more accessible than ever.
The applications to this course extend far beyond the classroom. Carter’s students are contributing to academic research on emerging technologies like service robots; studying not just what customers say about interacting with robots, but how their bodies and emotions reveal deeper truths about those interactions.
Student Benefits: From Classroom to Career
For Clemson marketing students, these initiatives are more than extracurricular opportunities; they are career accelerators. Using AI tools in practical projects or applying biometric research to real-world problems provides a significant edge in today’s competitive job market.
“This is about preparing students to enter a world where technology and customer experience are inseparable,” Giebelhausen noted. Carter echoed the sentiment, emphasizing how hands-on learning ensures students aren’t just familiar with tools but are capable of leading projects that apply them effectively.
Whether a student dreams of joining a tech startup, leading a customer insights team at a Fortune 500 company, or launching their own business, Clemson’s CX initiatives provide a platform to test ideas, learn from mistakes, and refine solutions in a supportive, innovation-driven environment.
Alumni Engagement: Fueling the Future
While students gain invaluable experience, alums play a critical role in ensuring these programs continue to thrive. Advanced biometric equipment and software licenses require ongoing investment, and Carter is candid about the need for support. “This equipment gets outdated quickly, and annual maintenance is essential. Alumni contributions help us keep the lab relevant and impactful for students,” he explained.
Alums can also contribute beyond financial support. By partnering with Clemson on CX projects, they expose students to real-world challenges and give businesses access to fresh, data-driven insights.
Looking Ahead
Clemson is writing the future of marketing; not in textbooks, but in labs, makerspaces and collaborative classrooms where students engage in experiential learning. Through Professor Giebelhausen’s AIM Club and Professor Carter’s Biometrics for Business course, students gain the skills, insights, and confidence they need to lead in a world where AI and CX are at the heart of every business.
As Carter said, “The beauty of these programs is that students aren’t just learning about technology, they’re learning how to use it to improve the customer experience.” That mission is at the heart of Clemson’s Department of Marketing and is a driving force in preparing students to succeed in the ever-changing business landscape.
To learn how you can get involved in these powerful initiatives as a student or alumnus, contact Mike Giebelhausen at mgiebel@clemson.edu or Larry Carter at llcarte@clemson.edu.
