In this episode of The Higher Ed Pulse, hosts Seth and Mallory discuss the transformative role of AI in student recruitment and higher education. As the potential for AI continues to evolve, the duo explores the current state of AI in universities, sharing insights on personalization, staff efficiency, and the future of AI-driven communication. They touch on the challenges faced by institutions, including staff shortages and underpreparedness for AI adoption, and offer practical examples of AI tools currently making a difference in recruitment.

Key Takeaways

• Only 9% of CTOs feel higher ed is ready for AI, though 46% are excited about its potential, highlighting a gap between enthusiasm and preparedness.
• AI-driven personalization in student recruitment is helping move away from mass marketing toward more tailored and efficient strategies.
• Proactive AI agents, capable of real-time engagement and outreach, will soon take over routine recruitment tasks like completing applications.
• AI is already being used to increase efficiency, from automating competitor analysis with ChatGPT to generating image content for ads and resizing photos using Ars Technica.
• AI-driven communication, such as voice assistants for real-time interactions, will help serve underserved student populations, particularly first-gen students.

This episode of The Higher Ed Pulse tackles the ever-evolving role of artificial intelligence in student recruitment and the broader higher education landscape. Hosts Seth and Mallory set the stage by discussing recent findings from Inside Higher Ed’s survey of campus CTOs, which reveals that while enthusiasm for AI is high, few believe higher education is truly prepared for the rapid changes it will bring. Only 9% of CTOs feel ready for the rise of AI, while 50% are still investing in basic AI technologies like chatbots.

The discussion quickly shifts to more practical applications of AI in student recruitment, particularly in the realm of personalization. Seth shares how AI allows institutions to move away from mass marketing strategies to micro-targeting, tailoring communications based on students' specific needs, interests, and behaviors. For instance, AI-powered email variations and proactive chatbots can enhance engagement by acting on behalf of the student without waiting for them to initiate contact.

Seth highlights several real-world examples of AI in action. He talks about using ChatGPT for competitor analysis and integrating iPEDS data to gain deeper insights into market dynamics. On the creative side, tools like Ars Technica can resize and optimize images, making it easier to repurpose content for different ad formats. This level of efficiency, according to Seth, can save institutions time and money while also improving the quality of their outreach efforts.

Mallory brings attention to the student experience, noting how AI can step in where staff shortages and a lack of training hinder effective communication. AI assistants, particularly those equipped with voice features, can provide students with real-time, accurate information, even during off-hours. This is especially critical for first-gen students, who often require more guidance in navigating complex processes like financial aid applications. Voice-driven AI can engage students in natural, human-like conversations, helping them complete tasks and reducing the need for constant human intervention.

As the conversation unfolds, the hosts reflect on how AI can also impact the delivery of academic programs. Seth shares a fascinating case from a recent conference, where a university was able to reduce the cost of delivering its MBA program through AI, offering it internationally at a significantly lower price point. This, in turn, opened up new markets and improved recruitment efforts. The episode concludes with a look ahead at future AI innovations, such as cloning the voices of admissions staff to create more personalized, scalable interactions with prospective students. With AI technology advancing rapidly, the potential to streamline recruitment and improve the student experience is limitless.

If you're eager to learn more about how AI is shaping the future of higher education, don't miss out on the AI Engage Summit where Seth will be the keynote speaker. Be sure to tune in to hear more about how AI can revolutionize the way institutions connect with students!

Register for the AI Engage Summit.

Check out the AI Learning Center.

Inside Higher Ed’s third annual survey of campus chief technology officers

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Connect With Our Host:
Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

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