You first met our game-changingGenAI-powered Student Assistantin August 2024, and we’ve been keeping you up to date on all of the exciting developments ever since. We’ve told you how it helps personalize your students’ learning experience on a whole new level with content that’s specific to your course textbook — but now we want to show you how.
Let’s dive in and explore some visual examples of student interactions that demonstrate its full capabilities.
Points students in the right direction
Do your students ever get stuck on how to begin working on a question or topic? Using the Student Assistant, students can ask for a solid jumping-off point to get the ball rolling in the right direction. They can also ask it to clarify points of confusion, so they can successfully progress through an assignment.
Promotes critical thinking and academic integrity
The Student Assistant guides students to help them identify the correct answer, without giving it away, promoting the development of critical thinking skills and putting emphasis on self-reliance. Students are also discouraged from simply guessing a correct answer and are asked to explain their logic behind a selection.
Simplifies complex topics
If students are struggling to comprehend what they’re learning, they can ask for topics to be elaborated on, rephrased or broken down. They can also ask for brief definitions of key terms.
Makes real-world connections
With the Student Assistant, students can ask for explanations of how topics they’re studying connect to real-world scenarios. It can generate discipline- and career-specific use-cases, helping students understand the relevancy of course content within the framework of their future careers.
Keeps students on track
Getting distracted during a task is something that can happen to the best of us, and students are no exception. If students ask to be shown external or entertaining web content, the Student Assistant will redirect and keep them focused on the assignment at hand. This tool will never provide or rely on external content.
Motivates and encourages
The Student Assistant lets students know that it’s okay to struggle through an assignment by encouraging them with a positive, motivational tone. With positive reassurance from the Student Assistant, students can complete assignments with confidence.
Reframes course content
When students aren’t making personal connections with course content, it can be easy for them to lose interest in the topic altogether. Students can ask for their course topics to be turned into an engaging story, helping them key into critical themes and ideas that they may have initially overlooked.
Can’t wait to begin using the Student Assistant in your courses?
We’re gearing up for more titles to feature the Student Assistant this fall. In the meantime, you can currently explore this tool’s capabilities, its current list of titles where it’s featured and AI at Cengage.
Emma Bittner considered getting a master’s degree in public health at a nearby university, but the in-person program cost tens of thousands of dollars more than she had hoped to spend.
So she checked out master’s degrees she could pursue remotely, on her laptop, which she was sure would be much cheaper.
The price for the same degree, online, was … just as much. Or more.
“I’m, like, what makes this worth it?” said Bittner, 25, who lives in Austin, Texas. “Why does it cost that much if I don’t get meetings face-to-face with the professor or have the experience in person?”
Among the surprising answers is that colleges and universities are charging more for online education to subsidize everything else they do, online managers say. Huge sums are also going into marketing and advertising for it, documents show.
Universities and colleges “see online higher education as an opportunity to make money and use it for whatever they want to make money for,” said Kevin Carey, vice president of education and work at the left-leaning think tank New America.
Bittner’s confusion about the price is widespread. Eighty percent of Americans think online learning after high school should cost less than in-person programs, according to a 2024 survey of 1,705 adults by New America.
After all, technology has reduced prices in many other industries. And online courses don’t require classrooms or other physical facilities and can theoretically be taught to a much larger number of students, creating economies of scale.
While consumers complained about remote learning during the pandemic, online enrollment has been rising faster than was projected before Covid hit.
Yet 83 percent of online programs in higher education cost students as much as or more than the in-person versions, an annual survey of campus chief online learning officers finds. About a quarter of universities and colleges even tack on an additional “distance learning fee,” that survey found.
In addition to using the income from their online divisions to help pay for the other things they do, universities say they have had to pay more than they anticipated on advising and support for online students, who get worse results, on average, than their in-person counterparts.
Bringing down the price of a degree “was certainly a key part of the appeal” when online higher education began, said Richard Garrett, co-director of that survey of online education managers and chief research officer at Eduventures, an arm of the higher education technology consulting company Encoura.
“Online was going to be disruptive. It was supposed to widen access. And it would reduce the price,” said Garrett. “But it hasn’t played out that way.”
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Today, online instruction for in-state students at four-year public universities costs $341 a credit, the independent Education Data Initiative finds — more than the average $325 a credit for face-to-face tuition. That adds up to about $41,000 for a degree online, compared to about $39,000 in tuition for a degree obtained in person.
Two-thirds of private four-year universities and colleges with online programs charge more for them than for their face-to-face classes, according to the survey of online managers. The average tuition for online learning at private universities and colleges comes to $516 per credit.
And community colleges, which collectively enroll the largest number of students who learn entirely online, charge them the same as or more than their in-person counterparts in 100 percent of cases, the survey of online officers found (though Garrett said that’s likely because community college tuition overall is already comparatively low).
Social media is riddled with angry comments about this. A typical post: “Can someone please explain to me why taking a course online can cost a couple $1000 more than in person?”
Online education officers respond that online programs face steep startup costs and need expensive technology specialists and infrastructure. In a separate survey of faculty by the consulting firm Ithaka S+R, 80 percent said it took them as much time, or more, to plan and develop online courses as it did in-person ones because of the need to incorporate new kinds of technology.
Online programs also need to provide faculty who are available for office hours, online advisors and other resources exclusively to support online students, who tend to be less well prepared and get worse results than their in-person counterparts. For the same reasons, many online providers have put caps on enrollment, limiting those expected economies of scale.
“You still need advisers, you still need a writing center, a tutoring center, and now you have to provide those services for students who are at a distance,” said Dylan Barth, vice president of innovation and programs at the Online Learning Consortium, which represents online education providers.
Still, 60 percent of public and more than half of private universities are taking in more money from online education than they spend on it, the online managers’ survey found. About half said they put the money back into their institutions’ general operating budgets.
Such cross subsidies have long been a part of higher education’s financial strategy, under which students in classes or fields that cost less to teach generally subsidize their counterparts in courses or disciplines that cost more. English majors subsidize their engineering classmates, for example. Big first-year lecture classes subsidize small senior seminars. Graduate students often subsidize undergrads.
“Online education is another revenue stream from a different market,” said Duha Altindag, an associate professor of economics at Auburn University who has studied online programs.
Universities “are not trying to use technology to become more efficient. They’re just layering it on top of the existing model,” said New America’s Carey, who has been a critic of some online education models.
“Public officials are not stopping them,” he said. “They’re not coming and saying, ‘Hey, we’re seeing this new opportunity to save money. These online courses could be cheaper. Make them cheaper.’ This is just a continuation of the status quo.”
Another page that online managers have borrowed from higher education’s traditional pricing playbook is that consumers often equate high prices with high quality, especially at brand-name colleges and universities.
“Market success and reputation can support higher prices,” Garrett said. It’s not what online courses cost to provide that determines the price, in other words, but how much consumers are willing to pay.
With online programs competing for customers across the country, rather than for those within commuting distance of a campus or willing to relocate to one, universities and colleges are also putting huge amounts into marketing and advertising.
An example of this kind of spending was exposed in a review by the consulting firm EY of the University of Arizona Global Campus, or UAGC, which the university created by acquiring for-profit Ashford University in 2020. Obtained through a public-records request by New America, the report found that the university was paying out $11,521 in advertising and marketing for every online student it enrolled.
The online University of Maryland Global Campus committed to spending $500 million foradvertising to out-of-state students over six years, a state audit found.
“What if you took that money and translated it into lower tuition?” asked Carey.
The online University of Maryland Global Campus is spending $500 million to market and advertise to out-of-state students over six years.
While they’re paying the same as or more than their in-person counterparts, meanwhile, online students get generally poorer success rates.
Online instruction results in lower grades than face-to-face education, according to research by Altindag and colleagues at American University and the University of Southern Mississippi — though they also found that the gap is narrowing. Students online are more likely to have to withdraw from or repeat courses and less likely to graduate on time, these researchers found, which further increases the cost.
Another study, by University of Central Florida Institute of Higher Education Director Justin Ortagus, found that taking all of their courses online reduces the odds that community college students will ever graduate.
Lower-income students fare especially poorly online, that and other research shows; scholars say this is in part because many come from low-resourced public high schools or are balancing their classes with work or family responsibilities.
Students who learn entirely online at any level are less likely to have graduated within eight years than students in general, who have a 66 percent eight-year graduation rate, data from the National Center for Education Statistics shows.
Graduation rates are particularly low at for-profit universities, which enroll a quarter of the students who learn exclusively online. In the American InterContinental University System, for example, only 11 percent of students graduated within eight years after starting, federal data shows, and at the American Public University System, 44 percent. The figures are for the period ending in 2022, the most recent for which they have been widely submitted.
Several private, nonprofit universities and colleges also have comparatively lower eight-year graduation rates for students who are online only, the data shows, including Southern New Hampshire University (37 percent) and Western Governors University (52 percent).
If they do receive degrees, online-only students earn more than their entirely in-person counterparts for the first year after college, Eduventures finds — perhaps because they tend to be older than traditional-age students, researchers speculated. But that advantage disappears within four years, when in-person graduates overtake them.
For all the growth in online higher education, employers appear to remain reluctant to hire graduates of it, according to still other research conducted at the University of Louisville. That study found that applicants for jobs who listed an online as opposed to in-person degree were about half as likely to get a callback for the job.
How strongly consumers feel that online higher education should cost less than the in-person kind was evident in lawsuits brought against universities and colleges that continued to charge full tuition even after going remote during the Covid-19 pandemic.
Yet students keep signing on. For all the complaining about remote learning at the time, its momentum seems to have beenspeeded up by the pandemic, which was followed by a 12 percent increase in online enrollment above what had been projected before it hit, according to an analysis of federal data by education technology consultant Phil Hill.
Online students save on room and board costs they would face on residential campuses, and online higher education is typically more flexible than the in-person kind.
Sixty percent of campus online officers say that online sections of classes tend to fill first, and nearly half say online student numbers are outpacing in-person enrollment.
There have been some widely cited examples of online programs with dramatically lower tuition, such as a $7,000 online master’s degree in computer science at the Georgia Institute of Technology (compared to the estimated nearly $43,000 for the two-year in-person version), which has attracted thousands of students and a few copycat programs.
There are also early signs that prices for online higher education could fall. Competition is intensifying from national nonprofit providers such as Western Governors, which charges a comparatively low average $8,300per year, and Southern New Hampshire, whose undergraduate price per credit hour is a slightly lower-than-average (for online courses) $330.
Universities have started cutting their ties with for-profit middlemen, called online program managers, who take big cuts of up to 80 percent of revenues. Nearly 150 such deals were canceled or ended and not renewed in 2023, the most recent year for which the information is available, the market research firm Validated Insights reports.
Another thing that could lower prices: As more online programs go live, they no longer require high up-front investment — just periodic updating.
“It is possible to save money on downstream costs if you offer the same course over a number of years,” Ortagus said.
A student studies on her laptop. The number of college students who learn entirely online will this year surpass the number who take all their classes in person.
While that survey of online officers found a tiny decline in the proportion of universities charging more for online than in-person classes, however, the drop was statistically insignificant. And as their enrollments continue to plummet, institutions increasingly need the revenue from online programs.
Bittner, in Texas, ended up in an online master’s program in public health that was just being started by a private, nonprofit university, and was cheaper than the others she’d found.
Her day job is at the national nonprofit Young Invincibles, which pushes for reforms in higher education, health care and economic security for young Americans. And she still doesn’t understand the online pricing model.
“I’m so confused about it. Even in the program I’m in now, you don’t get the same access to stuff as an in-person student,” she said. “What are you putting into it that costs so much?”
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Let’s face it: education is changing with technology. But hasn’t it always? Imagine the calligraphy teacher’s grimace at the typewriter. Math teachers and calculators, English teachers and spellcheck, history teachers and Google — instructors quickly adopted all of these tools for their own usage. The same opportunity arises with the explosion of artificial intelligence.
Personalizing asynchronous courses
Having been an online student and now leading online courses, I empathize with both sets of stakeholders. Online courses have grown with the availability of the internet and lowered home computer costs. The flexibility asynchronous courses offer is what makes them desirable. Neither party must be in a specific classroom at a particular time. This allows both to work a more convenient schedule.
The most obvious challenge for instructors is bringing value to the students in a format that lacks the personalization of the classroom setting. Emails and discussion boards don’t communicate with the same personal touch. Recording classroom lectures for a face-to-face class certainly has some merit. The online student gets to hear and watch lectures and discussions. Yet, this might not be a foreseeable solution for instructors without in-person and online sections of the same subject. Also, recorded lectures may give the online sections less time to consume the content than their in-person peers.
Recorded lecture: the challenges
Until recently, my modus operandi was recording lectures for online students. I did this in order to replicate what they would get in the classroom, albeit passively devoid of discussion. Unless these videos are reused for different semesters and classes, it still seems inefficient and strangely impersonal. The inefficiency comes from mistakes that I would have laughed off in a live course. However, they certainly became points of frustration when watching myself stumble through a word or phrase that rolled off the tongue effortlessly during the dry run. Sometimes, I didn’t realize my mic was not toggled on. This resulted in a very uneventful silent film. Or someone would interrupt. I don’t think I’ve scratched the surface of all the things that disrupted my attempts. So, I looked for alternative sources for help.
The power of AI avatars for lecture delivery
I spent some time dabbling with AI avatars and seeing the potential to adopt the technology. The avatars cross the personalization hurdle by offering lifelike renditions with mannerisms and voice. While the technology is not quite as precise as recorded video, it’s good and getting better. The students have given it positive reviews. It is undoubtedly better than some of the textbook videos I had the unfortunate task of watching in a couple of my online courses as a student.
Avatars also clear the hurdle of efficiency and frustration. Using an avatar, I no longer have to fret over interruptions or mistakes. The editing is all done in its script. I load what I want it to say, and the avatar says it. No “ums.” No coughs or sneezes to apologize for. No triple takes on the word, “anthropomorphic.” If I’m interrupted, I can save it and return to it later. This enables me to scale my efforts.
Using Google’s NotebookLM to create AI-generated podcasts
Depending on your social media algorithm, you were probably privy to people’s Spotify top stats or other creative memes of the phenomenon in early December 2024. Spotify created personal “Wrapped AI podcasts” based on AI’s interpretation of users’ listening habits throughout the year. From a marketing perspective, this is great cobranding for both Google and Spotify, but the instructor’s perspective is why I’m writing. I learned about NotebookLM at a recent conference. The real beauty is that, currently, it’s free with a Google account.
Evaluating anecdotal evidence from my courses again, the students enjoyed the podcast version of the content. Instructors can add content that they have created and own the rights to, like lecture notes, and two AI “podcasters” will discuss it.
Because it’s only audio content, students can listen to it anywhere they are with their phones. Some comments that I noted were, “Listening to it felt less like studying” and “It was easy to listen to driving in my car.” This adds another layer of content consumption for students.
Balancing AI and instructor presence
Though I offered two technologies to deliver content to students, I do so as supplements to recorded lectures and web meetings. Indeed, in this era of AI, it is easy to become enamored with or apprehensive of this technology. Our students live very digitalized lives. Versing yourself in emerging technologies while still interacting with online students in more “traditional” formats can help you keep up with the times. You can still lean on tried-and-true education delivery. I think the key is to be willing to try a new technology and ask the students what they think of it. So many educators are worried about replacement, but at this stage in technology, we need to use AI as enhancements. So many digital platforms are using it. Why not use it in online classes responsibly?
Written by Britton Legget, Assistant Professor of Marketing at McNeese State University and Cengage Faculty Partner.
Want to learn about Professor Leggett’s unique journey into his current role?
