The industrial landscape is evolving quickly with artificial intelligence (AI), additive manufacturing and alternative energy sources, and tribology will remain a critical aspect. However, it has become more difficult to recruit into the field. Dr. Robert Jackson of Auburn University, creator and director of the United States’ first minor in tribology, will give an update on the university's program, now in its 11th year. He will also share insight into what it's like to work with the current generation of students and what they are looking for with respect to career development. As the lubricants industry seeks to attract young employees, Dr. Jackson will explore how to market the field of tribology to the next generation.