In this episode of Higher Ed Hot Takes, host Joel Goodman tackles the growing problem of “GenAI slop” flooding higher education marketing. Drawing on his experience as a web designer and marketer since 2009, Joel argues that higher ed marketing has always struggled with sameness and generic messaging-but the rise of generative AI tools like ChatGPT is accelerating the problem.

Joel explains how the rush to automate content creation and admissions processes with AI risks stripping away the authenticity and human connection that set institutions apart. He highlights the ethical and practical dangers of relying on large language models (LLMs) that don’t truly understand context, values, or brand nuance.

The episode offers real-world examples of generic, AI-generated content (“slop”) and emphasizes that, while AI can support research and data tasks, it shouldn’t replace skilled writers or frontline staff. Joel’s remedy: a return to craft, creativity, and human touch in higher ed marketing. He urges institutions to use AI as a tool-not a substitute-and warns that sacrificing authenticity for efficiency will only worsen higher ed’s trust deficit with prospective students.

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00:00 Introduction: The State of Higher Ed Marketing