ASU+GSV Summit Sessions Brand Authenticity Meets AI: How One University Transformed Its Digital Presence in the AI Era
May 8, 2025
Beth Hollenberg, CEO of Everspring, and James Moore, Director of Online Learning at DePaul University, discuss how universities can uphold brand authenticity amidst the rising influence of AI. They highlight the staggering reliance on AI by students and how this impacts institutional marketing. The conversation reveals strategies for transforming digital presence through AI-driven marketing and emphasizes authentic content creation. They also touch upon integrating AI across disciplines, showcasing innovative examples that enhance student engagement.
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Episode notes
AI Redefines Student Search Behavior
- 93% of Gen Z fluently uses AI, and more than half of prospective students start program searches with AI.
- University websites now serve mostly as validation points after students have made decisions via AI.
Adopt the AI Sommelier Approach
- Become an AI sommelier by understanding the provenance, pairing, and price of various AI models.
- Select the right AI tools that fit your specific purpose and budget.
Build Authentic AI-Aligned Content
- Develop a unique value proposition focusing on your program’s real strengths and differentiation.
- Create authentic, plain language content aligned with student search trends for AI optimization.