Case-spiration E59: Relocating to the Source of Meaning

Reflections from KCC MEA Case Conference 2025

Author

Matthew Schonewille
November 20, 2025

Hey Fellow Case Writers!

This week I was humbled to be asked to be the Keynote for the KCC Case Conference in Cairo, Egypt. It was amazing!

Standing before educators and case writers this week, I found myself reflecting on what we're really doing when we write cases in this age of AI. I kept returning to a simple idea: we're being relocated from the source of words to the source of meaning.

❝

The Case Centre shared striking data: 65% of case writers use AI for supportive purposes, 25% for creative co-writing, and just 10% for experimental innovation. 

***These numbers tell a story.

Most of us are still treating AI as an efficiency tool…a way to generate faster. But the real opportunity lies in that smaller percentage exploring something deeper: *****using AI to organize meaning, not just produce content.*****

What struck me most wasn't what I said from the stage. It was what happened between sessions.....the conversations that lingered, the questions that revealed we're all wrestling with the same tension: *******how do we stay human when the tools around us make it so easy to simulate thought?

Connection is our real work now. Not just connecting ideas, but connecting with each other, with our stories, with the truth we're trying to curate. 

AI can help us organize, but it can't decide what matters. 

  • It can't discern. 

  • It can't invest itself in words to make them meaningful. 

  • That's still ours.

I watched presenters live their words, not just speak them. That investment is what transforms content into voice. It's what separates the 65% from the future we're moving toward—******where AI supports our discernment rather than replacing it.

Thank you to AUC Onsi Sawiris School of Business, El-Khazindar Business Research and Case Center and everyone who made this gathering possible. These conversations keep us tethered to what's real, what's true, and what's worth saying.

Some Photos from my Trip

Me with Engy (right) and Shereen (left) - This conference would not function with out them.

Reply to this email or join the conversation with me on LinkedIn. 

Wrapping it all Up!

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Matthew is the creator of  the "Case-spiration," newsletter, a platform designed to share his extensive experiences and insights in case-based teaching from an educator's perspective. His primary goal is to empower faculty and staff in educational settings with the necessary tools and knowledge to excel in teaching and learning during this era of significant generational shifts. His approach emphasizes practical, case-based learning that prepares students for real-world challenges, fostering critical thinking and problem-solving skills via thought provoking scenarios.

Warm regards,

Matthew 

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