In this episode of the Higher Ed Pulse, live from AMA, Mallory sits down with Bob Rafferty, Partner and EVP at Simpson Scarborough, to discuss the transformative role of artificial intelligence in higher education websites. Recorded live at the American Marketing Association (AMA) conference in Las Vegas, this conversation unpacks the evolving landscape of .edu websites, how AI is reshaping the user experience, and why universities need to embrace these changes to remain competitive in a tech-forward world.

Key Takeaways

• AI's Impact on Higher Ed Websites: Artificial intelligence is revolutionizing .edu websites, shifting them from static information hubs to dynamic, conversational platforms.
• The Future of User Experience: Generative AI and large language models will enable more personalized and intuitive interactions, reducing barriers for users seeking information.
• Smarter Content Management: AI-integrated content management systems (CMS) will streamline tasks, allowing marketing teams to focus on storytelling and strategic initiatives.
• Personalization at Scale: AI-powered CRMs will make website personalization more accessible, enabling even small teams to deliver the right message to the right audience at the right time.
• Reimagining the Website's Role: The .edu site will regain its central role as the authoritative source of information and the primary driver of user engagement.

‍What Is the Role of AI in .EDU Websites? 
Bob Rafferty highlights how AI is ushering in a new era for higher education websites, moving beyond traditional navigation and static content. Websites are becoming more interactive and conversational, mimicking the intuitive design of platforms like Google. This evolution allows users to ask questions directly and receive personalized, relevant answers.

Mallory expands on this by envisioning a future where AI-powered websites replace traditional navigation with conversational interfaces, transforming the user experience. Such a shift could remove information barriers, making it easier for prospective students to connect with the lifestyle and academic opportunities offered by an institution.

How Will AI Improve Content Management? 
Current content management systems are outdated, requiring significant manual input from marketing teams. Bob predicts that AI tools will simplify tasks such as image resizing, metadata generation, and accessibility compliance. By automating these processes, AI can free up marketing teams to focus on creating rich, engaging content that resonates with prospective students.

The integration of AI into CMS platforms will also make it easier to produce diverse content types, including podcasts, videos, and immersive media. This democratization of content creation could allow even small universities to tell richer, more authentic stories about their student experience.‍

What About Personalization and Targeting? 
Mallory and Bob agree that AI's ability to deliver personalized content is one of its most exciting benefits. AI-powered CRMs are becoming more accessible, enabling smaller marketing teams to scale their efforts without additional resources.

Bob emphasizes that AI can predict user behavior on websites, identifying high-value leads and helping institutions focus their recruitment strategies. This predictive power enhances efficiency, allowing teams to target students with tailored messages that align with their interests and stage in the enrollment journey.

What Is the Long-Term Future of the .EDU Website? 
Bob sees the .edu website reclaiming its role as the central hub for university communications. While social media and paid advertising have dominated in recent years, the AI-powered website offers a more immersive and informative experience. As AI tools lower the cost of producing high-quality content, institutions of all sizes will have the opportunity to create compelling, user-centered digital experiences.

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