Leveraging AI for improved higher education marketing requires thorough understanding: Editorial

Marketers in higher education can leverage artificial intelligence (AI) to make their work more impactful, but AI’s utility will rely on the individual’s understanding and appropriate use of the tool, explains Lauren Benning-Williams (George Washington University) in an interview with . Benning-Williams discusses how AI can be leveraged to respond to the demand for instantaneous feedback on marketing campaigns, provide customized experiences, and improve overall return on investment. However, overreliance on AI tools brings quality, accuracy, and socioeconomic risks. To make the best use of AI, Benning-Williams encourages marketers to learn more about AI, talk to faculty at the institution who are conducting related research, and garner a full understanding of the team’s capacity and the institution’s needs.