Emerging Technology Benchmarking Report

The Role of AI in Marketing and Enrollment Management in 2024

Artificial intelligence (AI) is no longer a trend – it's a transformative force reshaping industries across the globe. Businesses are integrating AI-powered tools to optimize processes, enhance efficiency, and gain a competitive edge. Now, a new generation of learners, shaped by technology, is entering the higher education landscape. Universities and colleges that haven't already embraced AI risk falling behind.

Our latest survey, conducted by UPCEA and EducationDynamics, reveals that while AI is poised to revolutionize higher education, its adoption is surprisingly slow. Obstacles include a lack of understanding, resistance to change, budget constraints and staff readiness.

Institutions that don't integrate AI-powered tools are missing out on a critical opportunity to align their marketing and enrollment management efforts with the expectations of today's students. This means missing out on:

• Higher enrollment rates: AI-powered personalization and targeted marketing can lead to more qualified leads and a higher conversion rate.
• Improved student satisfaction: AI can provide faster, more personalized support, creating a better overall student experience.
• Greater efficiency: AI can automate tasks, freeing up staff to focus on high-impact activities.
• Informed decision-making: AI can analyze data to identify trends, predict student behavior, and support more strategic decision-making.
• Competitive advantage: Institutions that embrace AI will be better positioned to attract and retain students in the increasingly competitive higher education landscape.