Kristina Faller

Faller_Kristina Headshot

As the Director of Marketing and Brand Experience for RIT Certified, I bring our mission to life by crafting marketing strategies that connect people with our transformative opportunities. With over 20 years in marketing and communications—including the past eight years at RIT—I’ve had the privilege of shaping stories that inspire action and engagement. Beyond work, I’m a pop culture enthusiast who loves diving into the conversations and cultural moments that shape the world around us. Whether it’s the latest TV obsession, a viral trend, or the deeper discourse behind it all, I’m here for it. In my spare time, I’m learning Mahjong (and loving the challenge!), exploring new (and warmer!) places, hitting the trails, and spending quality time with family and friends.

  1. 1. How do you use AI in your teaching, and what are your favorite resources?

    In my work, I use a custom GPT as a powerhouse tool for everything from drafting campaign outlines and copy to editing, summarizing, and analyzing audience segments. Our CRM platform also comes packed with smart AI features that help streamline email workflows and automate analytics. And when it comes to advertising, we rely on AI-driven automation to optimize ad placement and performance.

    2. Can you share or describe an example or two of an AI related assignment?

    Last year, I decided to level up my skills and tools to build a custom AI solution explicitly tailored for RIT Certified marketing. With insights from trusted marketing AI experts, I created a custom GPT that has become an absolute game-changer. The key to making it work? Solid groundwork—gathering and preparing the right content and data to ensure it aligned perfectly with our brand and team’s needs. Quality input equals quality output. Here’s how I built it: Defined its role – Made sure the GPT knew its purpose and audience so its responses were aligned with our goals. Clarified its core tasks – Gave it a clear reason for existing, so it focused on delivering useful, task-oriented responses rather than generic (or inaccurate) info. Set expectations for output – Ensured consistency and quality in responses by specifying the format and structure we needed. Fed it the right knowledge – Provided brand guides, strategy examples, and approved data so it pulled from reliable, relevant sources. Constantly tested and refined – Regularly ran sample queries, analyzed responses, and tweaked the model to improve accuracy and relevance. This hands-on approach made all the difference, turning AI into a true strategic asset rather than just another tool.

     3. What do you tell students about using AI?

    At RIT Certified, we’re developing certificate programs in AI-Driven Design and Applied Generative AI. As a marketer, I get the amazing job of telling that story—showcasing the unique skills people will gain and why leveling up in AI is more important than ever. It’s all about giving our audience the bigger picture while ensuring they see these programs' real-world benefits.

    4. What challenges, if any, have you had with AI in your courses?

    When I’ve run into challenges with AI at work, they usually fall into two camps: Some colleagues outright reject AI, not trusting it and dismissing its value. Others place almost too much trust in AI output without questioning or thinking critically about it. The sweet spot? Finding a balance between the two—leveraging AI’s strengths while staying thoughtful and skeptical where needed. That’s where I’ve seen the most success.

    5. How do you think AI has or will impact your domain?

    Marketing has been ahead of the curve with AI adoption, and I only see that accelerating in 2025 and beyond. A December 2024 LinkedIn Market Research report found that 68% of marketing professionals believe AI skills will give them a competitive edge—far above the 52% U.S. average (and way ahead of industries like healthcare at 41%). As generative AI becomes practically second nature for marketers, I see agentic AI taking things even further—not just optimizing automation, but reshaping every touchpoint of the customer experience lifecycle. The impact will go beyond efficiency—it’ll redefine how brands engage, personalize, and connect.