Transforming University Marketing in the Age of AI

Recorded live at the 2025 ASU+GSV Summit in San Diego, this session featured Beth Hollenberg, CEO of Everspring, and James Moore, Director of Online Learning at DePaul University. The session was emceed by Kate Sutherland, Managing Director at Tyton Partners.

The session explored how universities can maintain brand authenticity while optimizing for visibility in an AI-dominated digital landscape. With 93% of students using AI for decision-making and 50% relying on it as their primary information source, institutions must adapt to ensure their strengths resonate in AI-powered search. Speakers shared how a leading business school transformed its digital presence by aligning its flagship program’s unique attributes with AI discovery trends. The session offered a practical framework for highlighting authentic value across marketing content, enhancing program discoverability, and applying AI-driven insights institution-wide to reach and engage today’s AI-native students.