Mallory sits down with Santhana Naidu, VP of Marketing and Communications at Rose-Hulman Institute of Technology, live at the AMA Conference. Together, they explore the transformative role of AI in higher education marketing, from enhancing team efficiency to fostering creativity. Santhana shares actionable insights on navigating resource constraints and adopting AI tools for strategic advantage. Whether you're a seasoned professional or just starting your AI journey, this conversation offers invaluable takeaways.

• Embrace AI for Efficiency: AI can alleviate workload by automating repetitive tasks, enabling teams to focus on creativity and strategy.
• Leadership is Key: Leaders must invest time in understanding AI to guide their teams effectively.
• Transparency Matters: Educating stakeholders about AI’s use and benefits is crucial for institutional buy-in.
• Empower Teams: Encourage staff to experiment with AI tools and share insights, fostering a culture of innovation.
• Leverage Resources: Collaborate with internal and external experts to expand your understanding of AI applications.

Santhana highlights AI’s potential to transform higher education marketing by increasing productivity and personalizing user experiences. For institutions with resource constraints, AI can automate routine tasks and reduce burnout among teams. By focusing on efficiency, tools like ChatGPT and Apple AI help marketing teams streamline their operations while maintaining creativity and innovation.

He emphasizes the importance of leaders investing time in learning AI to overcome skepticism and drive adoption. This approach not only empowers teams but also ensures alignment with institutional goals.

Santhana addresses common concerns about AI and job displacement by reframing AI as an enabler rather than a threat. In under-resourced environments, AI helps teams achieve more without overworking staff. By automating mundane tasks, team members have more bandwidth for strategic and creative projects. This leads to a more engaged, balanced workforce and better results for the institution.

He also shares an example from Rose-Hulman’s summer retreat, where team members explored AI tools to enhance their workflows. Such initiatives demonstrate how AI can inspire collaboration and continuous learning within teams.

Santhana recommends two key strategies for leaders looking to adopt AI:

1. Empower Teams: Give staff the freedom to explore AI tools and report back on their usefulness. This hands-on approach fosters innovation and builds confidence.
2. Foster Transparency: Share how AI is being used with stakeholders to alleviate concerns and build trust. Highlighting ethical usage and clear benefits helps secure buy-in from leadership.

He also stresses the value of tapping into existing resources, such as internal experts or academic courses, to build institutional expertise in AI.

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Mallory Willsea 
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