Rethinking Prospective Student Inquiries: Why AI Isn't Enough

Foreward

Paul Napleton, Head of Digital & Marketing Automation, University of East Anglia

Artificial Intelligence is reshaping the way we think about higher education. Itʼs a new super power, one that doesnʼt just relieve the pressure but enhances the experience for both staff and students. It feels exciting to be part of this transformative moment in the sector. AI is simply the ability to think and act like humans. Used in a principled way, with trusted partners, it can play a key role in helping free-up time and remove some of the repetitive tasks that admissions, recruitment and marketing teams face — such as repetitive enquiries, stretched resources & budgets, and the ever- growing need to provide personalised, timely responses. Weʼre at the cusp of a real shift. AI has the potential to be an extra team member (something we all could benefit from!). It should augment and empower colleagues to focus on genuine added-value for students.

Weʼre no longer talking about whether AI can help; weʼre seeing it happen. Itʼs science fact, not science fiction so the best time to start testing and using it is now. Itʼs about more than just automating routine tasks. Itʼs about finding ways to turbo-boost engagement — offering data-driven insights (in real time) that we didnʼt have before, joining up data sources, spotting opportunities and then acting on them with personalised content. It fundamentally improves the student journey and can help create a greater sense of community. And whatʼs more, students will increasingly expect institutions to be using in a transparent, sustainable and ethical way. This is just the beginning, and for those of us passionate about this space, itʼs the kind of technology that reignites our drive to innovate as part of wider digital transformation. I canʼt wait to see where we go from here.