AI in Higher Education Marketing: Insights from UALR’s Carrie Phillips
Carrie Phillips, Chief Communications and Marketing Officer at the University of Arkansas at Little Rock, discusses the impactful applications of AI tools like ChatGPT in higher education marketing and communications. Since its launch by OpenAI on November 30, 2022, ChatGPT has become a pivotal tool, allowing users to interact through a question-and-answer format and guide results via feedback. Phillips explores how AI can streamline tasks and encourage creativity, yet emphasizes the need for constant monitoring and adaptation to stakeholder needs.
She highlights several use cases of AI in her field:
Brainstorming Awareness and Messaging Ideas: ChatGPT aids in initiating brainstorming sessions and crafting marketing phrases aligned with campus taglines, providing a base for more in-depth, customized strategies.
Editing Copy: The tool is valuable for editing lengthy or jargon-heavy print materials, converting paragraphs into bullet points efficiently and effectively.
Writing Basic Communications: For routine communications such as emails or postcards, ChatGPT efficiently develops branded messages from basic details, saving time for marketing teams.
Crafting Quotes and Job Descriptions: AI assists in creating quotes for leaders and enhancing job descriptions with relevant industry-specific terminology.
Phillips also offers advice for optimizing AI tool usage, including asking varied questions, providing specific context, and giving feedback to refine outputs. She foresees further developments in student search, personalization, and linking capabilities, suggesting that higher education marketing professionals should closely observe and adapt to these evolving AI tools.
Source: It Starts with a Question: Use Cases for Working with AI – The EvoLLLution. (2023, August 21). The Evolllution® by Destiny Solutions Inc.