AI-SDM Managing Director Norm Gottron Embraces CMU’s ‘Whatever It Takes’ Culture
By Rob Biertempfel
To clarify his role as the inaugural managing director of the NSF AI Institute for Societal Decision Making (AI-SDM) at Carnegie Mellon University, Norm Gottron created a word cloud.
Many of the descriptive terms in Gottron’s cloud — such as project coordinator, strategic planner and research unit manager — are what you might expect for someone overseeing the operations of a $20 million, federally funded research center.
Two other terms stand out, partly because they’re a bit droll and mostly because they best summarize Gottron’s gig: doer of things and utility infielder.
Working out of a small, nondescript office on the first floor of Wean Hall, Gottron orchestrates the work of dozens of top artificial intelligence (AI) researchers and support staff scattered across the country. Gottron’s wide-ranging to-do list includes everything from crunching numbers and filing reports to organizing a last-minute meeting with a delegation from Turkmenistan.
“Some days, you’ve just got to put out fires,” Gottron said with a grin. “It’s kind of all over the place, but that’s how my career has always been. That’s what keeps it interesting. There’s always something new to learn.”
Founded in June 2023, the AI-SDM is one of 27 AI Institutes funded by the National Science Foundation.
Led by experts from CMU’s School of Computer Science and Dietrich College of Humanities and Social Sciences, the institute includes a multidisciplinary group of researchers and educators from Harvard University, Boston Children’s Hospital, Howard University, Penn State University, Texas A&M University, the University of Washington, Florida State University, the MITRE Corporation, Navajo Technical University and Winchester Thurston School.
The AI-SDM focuses on developing AI that can improve human decision-making for societal good.
“We're leveraging the power of data and an improved understanding of how humans make decisions to learn how AI can complement — not replace — human decision-making,” Gottron said. “We’re trying to put practical tools in the hands of the workforce.”
The institute concentrates on public health and disaster management, areas where complex, life-saving decisions must be made in dynamic, uncertain and resource-constrained situations.
For example, robotics researchers at CMU and Texas A&M created a computer vision tool that uses drone imagery to rapidly assess road and building damage after natural disasters. This technology could be used to help communities in the recovery phase from floods, wildfires and other catastrophes get back on their feet.
“We’re focused on getting the right resources to the right place and the right people at the right time using AI,” Gottron said.
Much of what the AI-SDM does is external facing. Gottron and his staff develop programs and workshops for students in high schools, two- and four-year colleges and graduate programs, as well as for people in the workforce.
Gottron earned a bachelor’s degree in mechanical engineering and materials science from Duke University and an MBA from CMU’s Tepper School of Business. He previously worked as an engineer in the Claire & John Bertucci Nanofabrication Laboratory in CMU’s College of Engineering and was director of the Pittsburgh CREATES program at the University of Pittsburgh School of Medicine.
Lured by an opportunity to build the AI-SDM’s norms and procedures from the ground up, Gottron returned to CMU as its managing director in August 2023. He came in unfazed, knowing that nobody would hand him a how-to manual for a challenging, newly created role that blends project, program and portfolio management.
Part of Gottron’s job is to ensure the institute meets its annual federal reporting requirements. He also coordinates with communications and marketing teams across campus, runs the group’s website and social media accounts, and organizes meet-ups so researchers can gather and cross-pollinate ideas.
“It’s so fun and enriching, even though, especially at the start, it's a bit daunting and stressful,” Gottron said. “At CMU, the culture is, ‘We do very cool stuff and we do whatever it takes to get it done, even if that means stepping outside your comfort zone.’”
About a year ago, the U.S. State Department contacted CMU asking for an on-campus meeting between AI-SDM representatives and officials from Turkmenistan. Gottron and his team had about 72 hours to line up meeting space and equipment, recruit faculty members from Dietrich College and the Tepper School (including one who joined virtually from Germany) and hire two translators.
“It was quite the show,” said Rebecca Nugent, head of the Statistics & Data Science Department. “Norm pulled it off beautifully, including putting together communications and press content for posting afterward. All in a day’s work for Norm!”
Gottron was nominated for an Andy Award in 2024, but it’s not his style to seek the spotlight. He eschews cold, sterile Zoom calls, preferring to linger over coffee with familiar or just-met colleagues to talk, exchange ideas and learn.
The strong spirit of collaboration among CMU’s faculty and staff is why he chose to work here.
“I’m part of a great team that makes all of this work,” he said. “I love that community aspect here at CMU, and I am passionate about building bridges and new programs. When you set up an institute on its feet, you're building a culture. That's what I'm able to do in this role, which is tremendously rewarding.”