There was no getting away from AI at this year’s forum. But here’s the interesting thing – we’re not seeing it replace people. Instead, it’s becoming a powerful tool to help teams do more with less.
The numbers tell an interesting story. AI chatbots are now handling 96% of student questions successfully, with more than half of these conversations happening outside office hours. These bots can chat in pretty much any language without needing translated content, and we’ve moved way beyond simple “if this, then that” responses. What’s really exciting is how AI is starting to connect dots across the whole student journey, making every interaction more meaningful.
Post-COVID, things have definitely shifted. Students are less keen to travel far from home, and parents are getting way more involved in decisions. International recruitment is dealing with some tricky policy changes, and one-size-fits-all approaches just aren’t cutting it anymore. Students want more hand-holding through the process, and institutions are having to adapt to these changing expectations.
Let’s be honest – nobody in the room said they had enough resources. But there’s some clever stuff happening. Teams are using tech to automate the routine tasks, freeing up time for more meaningful interactions. Data is helping make smarter decisions about where to focus efforts, and connected systems are cutting down on manual work. The key seems to be working smarter, not harder, with technology filling the gap where headcount isn’t growing.
Communication is getting more sophisticated, but also more challenging. While email isn’t dead, it’s definitely not enough on its own anymore. Text messages are absolutely smashing it with 98% open rates, and chat and chatbots are becoming mainstream. The real trick is getting all these channels working together, with timing and context mattering more than ever.
Everyone’s talking about joining the dots. Having CRMs talking to other systems is crucial, as is tracking how students interact across different touchpoints. Using engagement scores to spot hot prospects is becoming standard practice, but the real value comes from getting the full picture in one place and sharing that context across different teams.
The events game has changed for good. It’s not just virtual vs in-person anymore – it’s both. Text reminders are making a massive difference to attendance, and personal follow-up is key. What’s really interesting is how event data is feeding into the bigger picture of student recruitment, helping teams be smarter about how they measure success.
Looking ahead, there’s real excitement about AI becoming part of everyday work and the ability to get personal with thousands of students at once. We’re seeing more focus on keeping parents in the loop, using data to predict what’s going to happen, and making everything mobile-friendly.
The big takeaway? Higher ed is changing fast, but it’s not about replacing people with robots. It’s about using tech to make teams more effective and students happier. The winners will be those who find the sweet spot between automation and personal touch.
The most successful institutions are going to be the ones who use technology to enhance what their people do best – build relationships with students and help them make one of the biggest decisions of their lives.
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