How Generative AI May Reshape Higher Ed Marketing
Explore the evolving tech and ethical landscape in which higher ed marketing and admission professionals are operating.
Generative artificial intelligence promises – or threatens, depending on your outlook – to affect many aspects of how we live and work. How colleges and universities market themselves to prospective students and other constituents is no exception.
This webcast will explore the quickly evolving technological and ethical landscape in which higher education marketing, admissions and communications professionals are operating. Experts in AI and marketing will help participants understand how generative AI has already begun to change how colleges and universities operate and communicate, how enrollment marketing and institutional branding are evolving – and where potential pitfalls may lie.
Among the topics to be explored:
• How higher education institutions, professors and students are grappling with the early waves of generative AI
• The numerous ways marketing and communications professionals can utilize AI, for content ideation and creation, expediting market research, improved testing and personalizing communication
• How advertising platforms and other tools that marketers use are building AI into their technologies
• Concerns around biases, AI hallucination, copyright and intellectual property
Additional resources:
- ChatGPT Plus
- Gives you access to GPT-4, DALL·E 3, data analytics, internet browsing and much more
- Bing Chat (Bing will give you some access to most of the above ChatGPT Plus apps for free)
- Jasper (Relies on GPT-3 model, supports the copywriting process in an integrated way)
- LinkedIn profile for Ethan Mollick, Associate Professor, The Wharton School
- Generative AI courses on LinkedIn Learning
- Futurepedia (AI tools directory)
Programs to generate image and video content using AI:
- Adobe Firefly
- Adobe Photoshop
- DALL·E 3 (Commercial)
- Bing Image Creator (Powered by DALL·E 3, yet non-commercial)
- Canva Magic Media
- DreamStudio (Open source)
- Ideogram (Best in incorporating text)
- Leonardo.Ai
- Makeayo (Run it locally if you have a strong graphics card)
- Runway Gen-2 (Text or image to short burst videos)
- Synthesia (Text to video narration)
- Fireflies (Notetaker, highly recommended by our speaker Gil Appel)
- PromptBase (AI prompt marketplace)
- PromptHero (AI prompts others have used)
- HeyGen (Video generator)
AI-powered SEO tools:
- Semrush - Has some AI-powered tools integrated within their platform, specifically to drive keyword research
- Surfer AI - Helps analyze the websites that are ranking on particular search terms and how your strategy can evolve to capture some of that search share
- Jasper - For content marketing
