A new academic year is upon us. Here's how to stay competitive and compliant.

“[Within 5 years], AI will do 95% of what marketers use agencies, strategists, and creative professionals for today."

This recent quote from Sam Altman, CEO of OpenAI, is a sobering reminder of how fast AI technologies are advancing and the uncertainty it’s causing in marketing departments all over the world.

So as a new academic year kicks off, here are some simple steps you can take to help prepare yourself and your team for another wild year in higher ed marketing.

1. Develop an AI Policy for Marketing Activities: AI is becoming increasingly integral to marketing, but the lack of a formal policy can expose your institution to significant risks, including data misuse, unintended bias, and potential copyright infringement.

Steps to Take:

• • • Collaborate with Key Stakeholders: Bring together campus partners like Legal, IT, and Enrollment to discuss how AI should be used in your marketing efforts.
    • Create a Clear AI Policy: Outline how AI technologies will be implemented, set standards for data usage, and address ethical considerations.
    • Regularly Revisit the Policy: Ensure your policy evolves with technology and usage changes, maintaining alignment with institutional values and legal requirements.

Benefit: A robust AI policy safeguards your institution and ensures your marketing strategies are both compliant and ethically sound. 

2. Set Clear Expectations for AI Use: AI tools offer great potential, but it’s easy to get carried away by the hype. Setting clear expectations with your team helps prevent costly errors and aligns everyone on safe, effective AI adoption.

Steps to Take:

• • • Ensure Organizational Alignment: Consult with Legal and IT to set clear guidelines for AI tool usage.
    • Establish Team Rules: Define which AI tools your team can use and how they should be applied.
    • Ongoing Communication: Regularly discuss AI experiences and adjust the rules of engagement as needed.

Benefit: This approach minimizes confusion and resistance, ensuring a smoother transition to AI-powered marketing.

3. Develop Department-Specific AI Use Cases: AI can feel overwhelming, so start small with specific, manageable projects that demonstrate quick wins and build momentum.

Steps to Take:

• • • Brainstorm Simple Use Cases: Gather your team to identify 1-2 AI applications that can benefit your organization—like drafting internal communications or exploring your CRM’s AI capabilities.
    • Empower a Small Team: Assign a dedicated group to implement each use case.
    • Share Learnings: Host regular check-ins to discuss progress and brainstorm new AI opportunities. 

Benefit: Focusing on specific use cases makes AI adoption more manageable and sets the stage for scalable implementation across your organization.

4. Prioritize Data Privacy and Ethical AI Use: In the rapidly evolving AI field, data privacy and ethical use must remain top priorities, especially in higher education, where sensitive information is paramount.

Steps to Take:

• • • Review and Update Policies: Immediately assess your data collection, storage, and usage policies to ensure compliance with the latest regulations and ethical standards.
    • Seek Expert Advice: Collaborate with Legal, IT, and vendors to ensure safe AI tool usage.
    • Form a Steering Committee: Create a marketing AI steering committee with internal and external experts to keep your approach up to date.

Benefit: A strong focus on data privacy and ethics protects your institution from potential risks and builds trust with your audience.

Need Help Navigating AI in Higher Ed?
If you need assistance with these steps—or any other aspect of AI integration in higher ed marketing—reach out for a free consultation. Let’s work together to future-proof your marketing strategy and ensure your institution stays ahead in this AI-driven landscape.