A recent study looking at how generative AI is being used in higher education offers some interesting points for marketers working in this space. While the study itself focuses on the educational implications, the findings have clear connections to marketing strategies for universities and colleges.
Understanding the Shift
The core finding is that generative AI is becoming more common in higher education settings. This isn’t just about students using tools like ChatGPT for essays (though that’s part of it). It’s also about educators and administrators exploring how these tools can be used for various tasks.
For marketers, this means the audience you’re trying to reach – prospective students, current students, faculty, and even parents – is likely becoming more familiar with and potentially using generative AI themselves. This changes how you might communicate with them and what kinds of messages will resonate.
Implications for Marketing Content
If generative AI can help create content, how does that affect the content marketing efforts of a university? Here are a few thoughts:
- Personalization at Scale: AI tools can help analyze data and generate personalized content for different segments of your audience. Imagine creating slightly different versions of an admissions email based on a prospective student’s stated interests.
- Content Creation Assistance: While you wouldn’t want AI to write all your marketing copy, it can be a powerful tool for brainstorming ideas, drafting initial versions, or generating social media posts. This could free up your team to focus on more strategic tasks.
- Understanding Information Needs: By analyzing how people are using generative AI to find information about higher education, you can gain insights into what questions prospective students are asking and what kind of content they are looking for.
It’s important to remember that authenticity and a human touch are still critical in higher education marketing. AI should be seen as a tool to support your efforts, not replace the genuine stories and connections that make your unique.
Impact on Student Recruitment
The study likely touches on how students might use generative AI in their academic work. This has a direct link to recruitment messaging. Universities need to address how they are adapting to this technological shift.
- Academic Integrity: How is your addressing the use of generative AI in academic settings? Clearly communicating your policies and approach to academic integrity is important for reassuring prospective students and their parents.
- Preparing Students for the Future: Generative AI is becoming a tool used in many industries. Highlighting how your programs are preparing students to use these tools effectively and ethically can be a strong selling point. This could involve mentioning relevant coursework, research opportunities, or faculty expertise.
- Showcasing : Demonstrating that your is forwardthinking and embracing relevant technologies can be attractive to prospective students who are interested in and futureready skills.
Think about how you can weave these points into your brochures, website content, social media, and campus visit experiences.
Communicating with Faculty and Staff
The study probably also discusses how faculty and staff are using or thinking about using generative AI. Marketing to this internal audience is just as important.
- Providing Resources and Training: How is your supporting faculty and staff in understanding and using generative AI? Marketing these resources internally can help foster a sense of support and encourage adoption where appropriate.
- Highlighting Success Stories: Share examples of how faculty or staff are using generative AI in ways for teaching, research, or administrative tasks. This can inspire others and demonstrate the practical benefits.
- Gathering Feedback: Use your marketing channels to solicit feedback from faculty and staff about their experiences and perspectives on generative AI. This can inform both al policy and future marketing messages.
A unified message about the ‘s approach to generative AI, shared across all levels, can strengthen your brand image.
The Role of Transparency
As generative AI becomes more integrated into higher education, transparency is key for marketers. Be clear about how your is using these tools and what your policies are.
- Admissions Process: If you are using AI in any part of the admissions process (e.g., to help sort applications, though the study might not go into this detail), be transparent about it.
- Academic Policies: Clearly communicate your policies on the acceptable and unacceptable use of generative AI in academic work.
- Data Privacy: Address any concerns about data privacy related to the use of AI tools.
Building trust with your audience requires open and honest communication, especially when it comes to new technologies.
Looking Ahead
The study’s findings suggest that the presence of generative AI in higher education will only continue to grow. For marketers, this means staying informed about the latest developments and being prepared to adapt your strategies.
- Monitor Trends: Keep an eye on how generative AI is being used in education and in the broader world.
- Experiment with Tools: how you can safely and effectively use generative AI tools in your own marketing workflows.
- Gather Insights: Pay attention to how your audience is talking about and using generative AI.
- Collaborate Internally: Work closely with academic leadership, IT departments, and faculty to understand the al perspective on generative AI.
By understanding the insights from this study and considering their implications for your marketing efforts, you can better connect with your audience and effectively promote your in a changing technological .
