Tag: predictions

  • 25 predictions about AI and edtech

    25 predictions about AI and edtech

    eSchool News is counting down the 10 most-read stories of 2025. Story #2 focuses on predictions educators made for AI in 2025.

    When it comes to education trends, AI certainly has staying power. As generative AI technologies evolve, educators are moving away from fears about AI-enabled cheating and are embracing the idea that AI can open new doors for teaching and learning.

    AI tools can reduce the administrative burden so many educators carry, can personalize learning for students, and can help students become more engaged in their learning when they use the tools to brainstorm and expand on ideas for assignments and projects. Having AI skills is also essential for today’s students, who will enter a workforce where AI know-how is becoming more necessary for success.

    So: What’s next for AI in education? We asked educators, edtech industry leaders, stakeholders, and experts to share some predictions about where they think AI is headed in 2025. (Here’s our list of 50 predictions for edtech in 2025.)

    Here’s what they had to say:

    In 2025, online program leaders will begin to unlock the vast potential of generative AI, integrating it more deeply into the instructional design process in ways that can amplify and expedite the work of faculty and instructional designers. This technology, already making waves in instruction and assessment, stands poised to transform the creation of online courses. By streamlining time-intensive tasks, generative AI offers the promise of automation, replication, and scalability, enabling institutions to expand their online offerings at an unprecedented pace. The key is that we maintain rigorous standards of quality–and create clear guardrails around the ethical use of AI at a time when increasingly sophisticated models are blurring the lines between human design–and artificial intelligence. Generative AI holds extraordinary promise, but its adoption must be grounded in practices that prioritize equitable and inclusive access, transparency, and educational excellence.
    –Deb Adair, CEO, Quality Matters

    In 2025, education in the United States will reflect both the challenges and opportunities of a system in transition. Uncertainty and change at the federal level will continue to shift decision-making power to states, leaving them with greater autonomy but also greater responsibility. While this decentralization may spark localized innovation, it is just as likely to create uneven standards. In some states, we’ve already seen benchmarks lowered to normalize declines, a trend that could spread as states grapple with resource and performance issues. This dynamic will place an even greater burden on schools, teachers, and academic leaders. As those closest to learners, they will bear the responsibility of bridging the gap between systemic challenges and individual student success. To do so effectively, schools will require tools that reduce administrative complexity, enabling educators to focus on fostering personal connections with students–the foundation of meaningful academic growth. AI will play a transformative role in this landscape, offering solutions to these pressures. However, fragmented adoption driven by decentralized decision-making will lead to inequities, with some districts leveraging AI effectively and others struggling to integrate it. In this complex environment, enterprise platforms that offer flexibility, integration, and choice will become essential. 2025 will demand resilience and creativity, but it also offers all of us an opportunity to refocus on what truly matters: supporting educators and the students they inspire.
    —Scott Anderberg, CEO, Moodle

    As chatbots become more sophisticated, they’re rapidly becoming a favorite among students for their interactive and personalized support, and we can expect to see them increasingly integrated into classrooms, tutoring platforms, and educational apps as educators embrace this engaging tool for learning. Additionally, AI is poised to play an even larger role in education, particularly in test preparation and course planning. By leveraging data and predictive analytics, AI-driven tools will help students and educators create more tailored and effective learning pathways, enhancing the overall educational experience.
    —Brad Barton, CTO, YouScience 

    As we move into 2025,  we’ll move past the AI hype cycle and pivot toward solving tangible classroom challenges. Effective AI solutions will integrate seamlessly into the learning environment, enhancing rather than disrupting the teaching experience. The focus will shift to practical tools that help teachers sustain student attention and engagement–the foundation of effective learning. These innovations will prioritize giving educators greater flexibility and control, allowing them to move freely around the classroom while effortlessly managing and switching between digital resources. An approach that ensures technology supports and amplifies the irreplaceable human connections at the heart of learning, rather than replacing them.
    –Levi Belnap, CEO, Merlyn Mind

    The year 2025 is set to transform science education by implementing AI-driven learning platforms. These platforms will dynamically adjust to the student’s interests and learning paces, enhancing accessibility and inclusivity in education. Additionally, virtual labs and simulations will rise, enabling students to experiment with concepts without geographical constraints. This evolution will make high-quality STEM education more universally accessible.
    –Tiago Costa, Cloud & AI Architect, Microsoft; Pearson Video Lesson Instructor 

    In the two years since GenAI was unleashed, K-12 leaders have ridden the wave of experimentation and uncertainty about the role this transformative technology should have in classrooms and districts. 2025 will see a shift toward GenAI strategy development, clear policy and governance creation, instructional integration, and guardrail setting for educators and students. K-12 districts recognize the need to upskill their teachers, not only to take advantage of GenAI to personalize learning, but also so they can teach students how to use this tech responsibly. On the back end, IT leaders will grapple with increased infrastructure demands and ever-increasing cybersecurity threats.
    —Delia DeCourcy, Senior Strategist, Lenovo Worldwide Education Team

    AI-driven tools will transform the role of teachers and support staff in 2025: The advent of AI will allow teachers to offload mundane administrative tasks to students and provide them more energy to be at the “heart and soul” of the classroom. Moreover, more than two-thirds (64 percent) of parents agreed or strongly agreed that AI should help free teachers from administrative tasks and help them build connections with the classroom. Impact of technological advancements on hybrid and remote learning models in 2025: AI is revolutionizing the online learning experience with personalized pathways, tailored skills development and support, and enhanced content creation. For example, some HBS Online courses, like Launching Tech Ventures, feature an AI course assistant bot to help address learners’ questions and facilitate successful course completion. While the long-term impact remains uncertain, AI is narrowing the gap between online and in-person education. By analyzing user behavior and learning preferences, AI can create adaptive learning environments that dynamically adjust to individual needs, making education more engaging and effective. 
    –David Everson, Senior Director of Marketing Solutions, Laserfiche

    In education and digital publishing, artificial intelligence (AI) will continue transitioning from novelty applications to solutions that address real-world challenges facing educators and students. Successful companies will focus on data security and user trust, and will create learner-centered AI tools to deliver personalized experiences that adapt to individual needs and enhance efficiency for educators, enabling them to dedicate more time to fostering meaningful connections with students. The ethical integration of AI technologies such as retrieval-augmented generation (RAG) is key to this evolution. Unlike traditional large language models that ingest information from the Internet at large, RAG delivers AI outputs that are grounded in authoritative, peer-reviewed content, reducing the risk of misinformation while safeguarding the integrity of intellectual property. Thoughtfully developed AI tools such as this will become partners in the learning journey, encouraging analysis, problem-solving, and creativity rather than fostering dependence on automated responses. By taking a deliberate approach that focuses on ethical practices, user-centered design, and supporting the cultivation of essential skills, successful education companies will use AI less as innovation for its own sake and more as a means to provide rich and memorable teaching and learning experiences.
    —Paul Gazzolo, Senior Vice President & Global General Manager, Gale, a Part of Cengage Group

    Adaptive learning technologies will continue to personalize curriculum and assessment, creating a more responsive and engaging educational journey that reflects each student’s strengths and growth areas. Generative AI and other cutting-edge advancements will be instrumental in building solutions that optimize classroom support, particularly in integrating assessment and instruction. We will see more technology that can help educators understand the past to edit materials in the present, to accelerate teachers planning for the future.
    —Andrew Goldman, EVP, HMH Labs

    We’ll witness a fundamental shift in how we approach student assessment, moving away from conventional testing models toward more authentic experiences that are seamless with instruction. The thoughtful integration of AI, particularly voice AI technology, will transform assessment from an intermittent event into a natural part of the learning process. The most promising applications will be those that combine advanced technology with research-validated methodologies. Voice-enabled assessments will open new possibilities for measuring student knowledge in ways that are more natural and accessible, especially for our youngest learners, leveraging AI’s capabilities to streamline assessment while ensuring that technology serves as a tool to augment, rather than replace, the critical role of teachers.
    –Kristen Huff, Head of Measurement, Curriculum Associates

    AI is already being used by many educators, not just to gain efficiencies, but to make a real difference in how their students are learning. I suspect in 2025 we’ll see even more educators experimenting and leveraging AI tools as they evolve–especially as more of the Gen Z population enters the teaching workforce. In 2024, surveyed K-12 educators reported already using AI to create personalized learning experiences, provide real-time performance feedback, and foster critical thinking skills. Not only will AI usage continue to trend up throughout 2025, I do believe it will reach new heights as more teachers begin to explore GenAI as a hyper-personalized asset to support their work in the classroom. This includes the use of AI as an official teacher’s assistant (TA), helping to score free response homework and tests and providing real-time, individualized feedback to students on their education journey.
    –John Jorgenson, CMO, Cambium Learning Group

    The new year will continue to see the topic of AI dominate the conversation as institutions emphasize the need for students to understand AI fundamentals, ethical considerations, and real-world applications outside of the classroom. However, a widening skills gap between students and educators in AI and digital literacy presents a challenge. Many educators have not prioritized keeping up with rapid technological advancements, while students–often exposed to digital tools early on–adapt quickly. This gap can lead to uneven integration of AI in classrooms, where students sometimes outpace their instructors in understanding. To bridge this divide, comprehensive professional development for teachers is essential, focusing on both technical skills and effective teaching strategies for AI-related topics. Underscoring the evolving tech in classrooms will be the need for evidence of outcomes, not just with AI but all tools. In the post-ESSER era, evidence-based decision-making is crucial for K-12 schools striving to sustain effective programs without federal emergency funds. With the need to further justify expenditures, schools must rely on data to evaluate the impact of educational initiatives on student outcomes, from academic achievement to mental health support. Evidence helps educators and administrators identify which programs truly benefit students, enabling them to allocate resources wisely and prioritize what works. By focusing on measurable results, schools can enhance accountability, build stakeholder trust, and ensure that investments directly contribute to meaningful, lasting improvements in learning and well-being.
    —Melissa Loble, Chief Academic Officer, Instructure

    With AI literacy in the spotlight, lifelong learning will become the new normal. Immediate skills need: The role of “individual contributors” will evolve, and we will all be managers of AI agents, making AI skills a must-have. Skills of the future: Quantum skills will start to be in demand in the job market as quantum development continues to push forward over the next year. Always in-demand skills: The overall increase in cyberattacks and emerging risks, such as harvest now and decrypt later (HNDL) attacks, will further underscore the continued importance of cybersecurity skills. Upskilling won’t end with AI. Each new wave of technology will demand new skills, so lifelong learners will thrive. AI will not be siloed to use among technology professionals. The democratization of AI technology and the proliferation of AI agents have already made AI skills today’s priority. Looking ahead, quantum skills will begin to grow in demand with the steady advance of the technology. Meanwhile cybersecurity skills are an evergreen need.
    —Lydia Logan, VP of Global Education & Workforce Development, IBM

    This coming year, we’ll see real progress in using technology, particularly GenAI, to free up teachers’ time. This will enable them to focus on what they do best: working directly with students and fostering the deep connections crucial for student growth and achievement. GenAI-powered assistants will streamline lesson planning after digesting information from a sea of assessments to provide personalized recommendations for instruction to an entire class, small groups, and individual students. The bottom line is technology that never aims to replace a teacher’s expertise–nothing ever should–but gives them back time to deepen relationships with students.
    —Jack Lynch, CEO, HMH

    Looking to 2025, I anticipate several key trends that will further enhance the fusion of educators, AI and multimodal learning. AI-powered personalization enhanced by multimedia: AI will deliver personalized learning paths enriched with various content formats. By adapting to individual learning styles–whether visual, auditory, or kinesthetic–we can make education more engaging and effective. Expansion of multimodal learning experiences: Students will increasingly expect learning materials that engage multiple senses. Integrating short-form videos created and vetted by actual educators, interactive simulations, and audio content will cater to different learning preferences, making education more inclusive and effective. Deepening collaboration with educators: Teachers will play an even more critical role in developing and curating multimodal content. Their expertise ensures that the integration of technology enhances rather than detracts from the learning experience.
    –Nhon Ma, CEO & Co-founder, Numerade

    AI and automation become a competitive advantage for education platforms and systems. 2025 will be the year for AI to be more infused in education initiatives and platforms. AI-powered solutions have reached a tipping point from being a nice-to-have to a must-have in order to deliver compelling and competitive education experiences. When we look at the education sector, the use cases are clear. From creating content like quizzes, to matching students with education courses that meet their needs, to grading huge volumes of work, enhancing coaching and guidance for students, and even collecting, analyzing and acting on feedback from learners, there is so much value to reap from AI. Looking ahead, there could be additional applications in education for multimodal AI models, which are capable of processing and analyzing complex documents including images, tables, charts, and audio.
    —Rachael Mohammed, Corporate Social Responsibility Digital Offerings Leader, IBM

    Agentic and Shadow AI are here. Now, building guardrails for safe and powerful use will be key for education providers and will require new skillsets. In education, we expect the start of a shift from traditional AI tools to agents. In addition, the mainstream use of AI technology with ChatGPT and OpenAI has increased the potential risk of Shadow AI (the use of non-approved public AI applications, potentially causing concerns about compromising sensitive information). These two phenomena highlight the importance of accountability, data and IT policies, as well as control of autonomous systems. This is key mostly for education providers, where we think there will be greater attention paid to the AI guardrails and process. To be prepared, educators, students, and decision makers at all levels need to be upskilled in AI, with a focus on AI ethics and data management. If we invest in training the workforce now, they will be ready to responsibly develop and use AI and AI agents in a way that is trustworthy.
    —Justina Nixon-Saintil, Vice President & Chief Impact Officer, IBM

    Rather than replacing human expertise, AI can be used as a resource to allow someone to focus more of their time on what’s truly important and impactful. As an educator, AI has become an indispensable tool for creating lesson plans. It helps generate examples, activity ideas, and anticipate future students’ questions, freeing me to focus on the broader framework and the deeper meaning of what I’m teaching.
    –Sinan Ozdemir, Founder & Chief Technology Officer, Shiba Technologies; Author, Quick Start Guide to Large Language Models 

    Data analytics and AI will be essential towards tackling the chronic absenteeism crisis. In 2025, the conversation around belonging will shift from abstract concepts to concrete actions in schools. Teachers who build strong relationships with both students and families will see better attendance and engagement, leading more schools to prioritize meaningful connection-building over quick-fix solutions. We’ll see more districts move toward personalized, two-way school communications that create trust with parents and the larger school community. In order to keep up with the growing need for this type of individualized outreach, schools will use data analytics and AI to identify attendance and academic patterns that indicate students are at risk of becoming chronically absent. It won’t be dramatic, but we’ll see steady progress throughout the year as schools recognize that student success depends on creating environments where both students and families feel valued and heard.
    —Dr. Kara Stern, Director of Education and Engagement, SchoolStatus

    As access to AI resources gains ground in classrooms, educators will face a dire responsibility to not only master these tools but to establish guidelines and provide best practices to ensure effective and responsible use. The increasing demand for AI requires educators to stay informed about emerging applications and prioritize ethical practices, ensuring AI enhances rather than impedes educational outcomes.. This is particularly critical in STEM fields, where AI has already transformed industries and is shaping career paths, providing new learning opportunities for students. To prevent the exacerbation of the existing STEM gap, educators must prioritize equitable access to AI resources and tools, ensuring that all students, regardless of background, have the opportunity to engage with and fully understand these technologies. This focus on equity is essential in leveling the playing field, helping bridge disparities that could otherwise limit students’ future success. Achieving these goals will require educators to engage in professional development programs designed to equip them with necessary skills and content knowledge to implement new technology in their classrooms. Learning how to foster inclusive environments is vital to cultivating a positive school climate where students feel motivated to succeed. Meanwhile, professionally-trained educators can support the integration of new technologies to ensure that every student has the opportunity to thrive in this new educational landscape.
    —Michelle Stie, Vice President, Program Design & Innovation, NMSI

    Artificial intelligence (AI) is poised to increase in use in K-12 classrooms, with literacy instruction emerging as a key area for transformative impact. While educators may associate AI with concerns like cheating, its potential to enhance human-centered teaching is gaining recognition. By streamlining administrative tasks, AI empowers teachers to focus on connecting with students and delivering personalized instruction. One trend to watch is AI’s role in automating reading assessments. These tools reduce the time educators spend administering and analyzing tests, offering real-time insights that guide individualized instruction. AI is also excelling at pinpointing skill gaps, allowing teachers to intervene early, particularly in foundational reading areas.  Another emerging trend is AI-driven reading practice. Tools can adapt to each student’s needs, delivering engaging, personalized reading tutoring with immediate corrective feedback. This ensures consistent, intentional practice–a critical factor in literacy growth. Rather than replacing teachers, AI frees up educator time for what matters most: fostering relationships with students and delivering high-quality instruction. As schools look to optimize resources in the coming year, AI’s ability to augment literacy instruction can be an important tool that maximizes students’ growth, while minimizing teachers’ work.
    —Janine Walker-Caffrey, Ed.D., Chief Academic Officer, EPS Learning

    We expect a renewed focus on human writing with a broader purpose–clear communication that demonstrates knowledge and understanding, enhanced, not replaced by available technology. With AI making basic elements of writing more accessible to all, this renaissance of writing will emphasize the ability to combine topical knowledge, critical thinking, mastery of language and AI applications to develop written work. Instead of being warned against using generative AI, students will be asked to move from demand–asking AI writing tools to produce work on their behalf, to command–owning the content creation process from start to finish and leveraging technology where it can be used to edit, enhance or expand original thinking. This shift will resurface the idea of co-authorship, including transparency around how written work comes together and disclosure of when and how AI tools were used to support the process. 
    —Eric Wang, VP of AI, Turnitin

    GenAI and AI writing detection tools will evolve, adding advanced capabilities to match each other’s detectability flex. End users are reaching higher levels of familiarity and maturity with AI functionality, resulting in a shift in how they are leveraged. Savvy users will take a bookend approach, focusing on early stage ideation, organization and expansion of original ideas as well as late stage refinement of ideas and writing. Coupling the use of GenAI with agentic AI applications will help to overcome current limitations, introducing multi-source analysis and adaptation capabilities to the writing process. Use of detection tools will improve as well, with a focus on preserving the teaching and learning process. In early stages, detection tools and indicator reports will create opportunities to focus teaching on addressing knowledge gaps and areas lacking original thought or foundation. Later stage detection will offer opportunities to strengthen the dialogue between educators and students, providing transparency that will reduce student risk and increase engagement.
    —Eric Wang, VP of AI, Turnitin

    Advanced AI tools will provide more equitable access for all students, inclusive of reaching students in their home language, deaf and hard of hearing support through AI-enabled ASL videos, blind and visually impaired with real time audio descriptions, tactiles, and assistive technology.
    –Trent Workman, SVP for U.S. School Assessments, Pearson 

    Generative AI everywhere: Generative AI, like ChatGPT, is getting smarter and more influential every day, with the market expected to grow a whopping 46 percent every year from now until 2030. By 2025, we’ll likely see AI churning out even more impressive text, images, and videos–completely transforming industries like marketing, design, and content creation. Under a Trump administration that might take a more “hands-off” approach, we could see faster growth with fewer restrictions holding things back. That could mean more innovative tools hitting the market sooner, but it will also require companies to be careful about privacy and job impacts on their own. The threat of AI-powered cyberattacks: Experts think 2025 might be the year cybercriminals go full throttle with AI. Think about it: with the advancement of the technology, cyberattacks powered by AI models could start using deepfakes, enhanced social engineering, and ultra-sophisticated malware. If the Trump administration focuses on cybersecurity mainly for critical infrastructure, private companies could face gaps in support, leaving sectors like healthcare and finance on their own to keep up with new threats. Without stronger regulations, businesses will have to get creative–and fast–when it comes to fighting off these attacks.
    –Alon Yamin, Co-Founder & CEO, Copyleaks

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  • 2026 Higher Education Digital Marketing Trends and Predictions

    2026 Higher Education Digital Marketing Trends and Predictions

    Hushed conversations about the budget, a shrinking applicant pool and that dreaded enrollment cliff are no longer whispers. The numbers are in and they tell a story you know all too well: the old way of doing things isn’t working any more.

    The traditional models are failing to keep pace with a new generation of students and a rapidly evolving job market. We’ve moved beyond the “enrollment cliff” as a future threat; it’s a present reality that is forcing institutions to fundamentally rethink their approach to marketing and enrollment.

    The old playbook of generic campaigns and static brochures is obsolete. In 2026, the game is no longer about reaching the most students but about connecting with the right students in the most authentic way possible. This new landscape is defined by data, driven by Artificial Intelligence (AI) and built on a foundation of radical transparency. It’s a world where the institutions that survive will be those willing to break away from the establishment and challenge the status quo.

    Explore the 2026 trends and predictions that are shaking up digital marketing for education industry, what it means for the next generation of enrollment and how institutions can position themselves to thrive in a new era of higher education.

    Shift to GEO/AEO and “Search Everywhere Optimization”

    With the rise of social search and AI Overviews, traditional Search Engine Optimization (SEO) is becoming insufficient. The new paradigm is “Search Everywhere Optimization.” This includes GEO (Generative Engine Optimization) to ensure your institution is favorably mentioned in AI-generated answers and AEO (Answer Engine Optimization) to appear in direct answers in AI Overviews as well as on platforms like TikTok, Reddit, Quora and voice assistants. By 2026, success will not be measured by a #1 ranking on a Google page, but by being the embedded answer wherever a student asks a question. 

    Conversational AI as the 24/7 Admissions Counselor

    AI is already strongly embedded in advertising platforms to capture student interest, but the next frontier is how institutions leverage AI in lead nurturing and admissions. As shown in EducationDynamics’ latest Engaging the Modern Learner Report, 60% of students use AI chatbots for college research, a significant jump from 49% just a year ago.  This will move beyond simple chatbots into sophisticated conversational AI that manages entire nurturing funnels, providing instant, personalized answers to complex questions about financial aid, credit transfers and program specifics via SMS and web chat. These AI assistants will be able to schedule campus tours, triage inquiries to the correct human counselor and provide 24/7 support, dramatically improving the prospective student experience and freeing up admissions teams to focus on high-intent, high-value interactions.

    Authentic Storytelling 

    Authentic user generated content will be a vital part of a brand’s storytelling as more students turn to social channels and short form video to research and validate individual brands. Brands will increasingly leverage content creators’ sphere of influence, leveraging short-form video to tell showcase their brand story.  This creates a massive opportunity for institutions to leverage user-generated content and partner with student-creators who can showcase the real, unpolished and relatable brand story. Think a “Day in the Life” series on TikTok or a student ambassador Q&A on Instagram Live—these genuine interactions build trust and connection in a way a static brochure never could.

    AI for Personalization

    AI picks up on individual user preferences and can serve ad creative that they are more likely to engage with due to better relevance. AI will use existing ad assets (images, videos, headlines, descriptions, etc.)  and landing page experiences to create unique and personalized ads. Landing page personalization will also emerge in 2026 as a way to increase relevance and conversion rate optimization. To be successful, advertisers need to provide a wide variety of existing assets and have a strong landing page experience. For example, if a prospective student has previously browsed your computer science program page, an AI-powered ad could then automatically show them a video testimonial from a current computer science student, rather than a generic campus tour video.

    Rise of Social for Search

    Over the past couple of years, we’ve seen students turning to social for search, we will continue to see this pattern and expect it to increase. Unlike a traditional search engine that provides a list of links, social platforms offer an immersive experience. Students can search for a university’s name and instantly see “day in the life” videos, unscripted dorm tours and Q&A sessions with real students. This content feels more genuine and trustworthy than a polished university-produced video. For them, a hashtag search is less about finding a fact and more about getting a feel for a school’s culture. Having an organic and paid presence on social channels will be vital for brands to be present where their audience is searching. 

    More Ads in AIOs/AI Mode

    To date, there have been very few instances of EDU ads within AI Overviews or AI Mode, but in 2026, we expect this to change dramatically. Google is actively integrating ads directly into its AI-generated summaries and institutions need to be prepared to take advantage of this new frontier for digital advertising for higher education.

    This shift is about more than just a new ad placement; it represents a fundamental change in how advertisers reach prospective students. Instead of relying solely on keywords, digital advertising for universities in AI Overviews are triggered by the full conversational context of a user’s query. This means an ad for your nursing program could appear not just on a search for “nursing school near me,” but also on a more exploratory query like “what are the best career paths in healthcare?” that generates an AI Overview response.

    To secure a presence in these valuable new placements, institutions will need to embrace Google’s AI-powered ad solutions. These include:

    • Broad Match:
      This uses Google’s AI to match your ads to a much wider range of relevant searches, including long-tail and conversational queries that are common in AI Overviews.
    • Performance Max:
      This campaign type leverages automation to find high-value conversions across all of Google’s channels, including Search, Display, YouTube and, increasingly, AI Overviews.
    • AI Max for Search (Beta):
      The newest iteration of Google’s AI-powered ad solutions, AI Max for Search is designed specifically to enhance creative relevance and expand reach within AI-driven search experiences.

    As AI-generated results take up more screen space, being present in these ad placements is crucial. This is a chance to get your brand in front of students at a new moment of discovery, where they are actively seeking complex, nuanced information. Shifting to these AI-powered tools is the key to ensuring your institution remains visible and competitive.

    First-Party Data is the Ultimate KPI

    As audience targeting and keywords continue to get broader, across paid search and paid social, properly training AI to find and optimize to the right user will be crucial to a campaign’s success. The best signal institutions can provide is through their own data. Institutions will need to prioritize regularly importing their 1st party data to fuel their audiences and bidding strategies. Bidding to outcomes will drive quality and as a result CPCs as a KPI will decrease in importance, especially as CPCs continue to increase. Instead, the focus should remain on the cost per outcome, such as cost per application and cost per enroll. Focusing on and optimizing to these ultimate KPIs will bypass front-end noise, ensure quality and prioritize outcomes that more closely correlate to business goals.

    Ready to Break Free From the Old Playbook in the Higher Education Industry?

    The time for waiting is over. The institutions that will survive and thrive in this new era are those that abandon the outdated playbooks of the past and embrace a new, data-driven and authentic approach to enrollment.

    This is not a time for incremental change. It’s a time for bold, strategic action. By leveraging AI for personalization and operational efficiency, embracing authentic storytelling and prioritizing first-party data, you can build a recruitment strategy that not only attracts the right students but also proves the enduring value of your institution.

    Ready to transform your enrollment strategy and secure your institution’s future? EducationDynamics is the only partner with the expertise, technology and end-to-end solutions to help you not just adapt, but thrive. Contact us today to future-proof your institution.

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  • Predictions for Governance This Academic Year (opinion)

    Predictions for Governance This Academic Year (opinion)

    The start of the new academic year has all eyes looking ahead. As we all know, prediction is very difficult, particularly about the future, as physicist Niels Bohr cheekily put it. At the same time, the future is already here—it is just unevenly distributed, as writer William Gibson said. In other words, while predictions are difficult, we have evidence of what we might expect. This essay applies those logics to higher education governance.

    If predictions about the future are difficult, predictions about the future of governance might be outright foolish. Nevertheless, it is worth speculating and preparing.

    On the Board’s Radar

    Since higher education is in the headlines—if not the headline in the news—boards are likely to be more aware and informed of the issues and trends in higher education than they were in the past. This is particularly true because of federal action (I once would have said “policy,” but we are not seeing policy being made or even discussed) making news in The Wall Street Journal, The New York Times and other outlets read by trustees. Boards read about the Trump executive orders, drastic and devastating reductions in federal research funding, and attacks on institutional autonomy, as well as on specific universities: Harvard, Penn, Columbia, George Mason. The attacks on inclusion and student support for underrepresented groups (even the phrase “underrepresented groups”), DEI or its dismantling, and antisemitism are all subjects of conversations among trustees. Many are having parallel conversations in their corporate and law offices.

    The demographic cliff—the long-foretold decline in the numbers of traditional-age students—has only gotten closer. Boards are worried about enrollment. There is concern over international students who are expected to seek alternatives other than the U.S.

    For those universities with Division I athletics, there are complexities associated with name, image and likeness rights; the coaching hiring carousel; the transfer portal; and direct student athlete compensation. Boards like to be associated with winning.

    Inflation over the past few years has made costs higher and budgets tighter. This means not only that there are fewer operational resources, but fewer dollars have gone into infrastructure. Therefore, deferred maintenance is growing and worrying many.

    Then there is AI. As a Princeton University professor wrote in a recent article in The New Yorker, “The White House’s chain-jerk mugging feels, frankly, like a sideshow. The juggernaut actually barreling down the quad is A.I., coming at us with shocking speed.”

    Underlining all of this is finances. For boards, particularly those at tuition-dependent institutions as well as those at research funding–dependent institutions, financial well-being is still king. It can and will continue to dominate board conversations. And in extreme cases, it risks becoming the only thing these boards care about.

    Governance Crystal Ball

    What does the above mean regarding the near-term future for governance? Before answering that question, I need to acknowledge the tremendous variation in boards and their composition as well as in the mission and geographic contexts in which they are operating. Governance generally is not governance locally. At the risk of overgeneralizing:

    • Expect more anxiety and energy in the board room. Board members feel the pressure on higher education and their institutions. Some boards will amplify that pressure and others will help dissipate it. Nevertheless, expect boards to be 1) well-read on higher education because it’s in the national headlines and 2) animated about what they are reading and how they are translating that into the institutional context.
    • Anticipate activist trustees and activist boards. In some instances, activism will be instigated by individual board members. Activist trustees as well as donors will likely continue to borrow approaches from their corporate brethren, driving agendas, trying to influence board composition, leveraging philanthropy and working behind the scenes. Ten years ago, the Harvard Business Review published an article about corporate activism. While there are clearly lessons to be learned and translated, the most striking part was that one named example of a corporate activist is now a familiar name to many in higher education after playing a key role in forcing the leadership change at Harvard University.

    In other instances, the boards themselves (or at least a majority of members) may be activist. We have seen such examples in Florida, Idaho, Texas and Virginia. This is a different conversation altogether, when it is the full board as compared to individuals.

    • Increased questioning of the role if not value of faculty governance. Many more boards are likely to openly question the value of faculty governance and how it can be improved. They may have done this privately in the past, but don’t expect quiet conversations about faculty decision-making. Given the enrollment and other external pressures and the “entrenched problems” with higher education (real and perceived, thus the quotation marks), boards may increasingly ask what faculty governance has contributed and in extreme instances why it exists. Most do not have it, or anything substantially similar, in their professional lives.
    • A desire to consolidate power in the presidency. When the chips are down, corporate leaders may see their roles as being about making hard decisions, leading change and making unpopular choices to right their organizations. Captains of industry steer the ships under their charge. In higher education boardrooms, they then wonder why the college president—the institutional CEO—seems to have such comparatively little power in relation to their corporate peers. Often without realizing the differences in organizational contexts, they think that their approach to leadership, which typically works for them because they are successful (otherwise they most likely would not be trustees) should apply to colleges and universities. Presidents will be presented with corporate playbooks.
    • Increased focus on what is taught. The idea of viewpoint diversity will likely gain increased weight this year in board rooms. Boards may see it as part of their oversight role to ensure a range of ideas is being taught. This means that boards may be focusing on the curriculum and in some instances on the content of individual courses. This also means that boards may want to create new structures and centers, particularly those focused on conservative thought. This too requires much unpacking. Some boards will likely approach this issue with a genuine sense of inquiry and interest, with student learning at heart. Other boards—not so much.
    • Increased focus on how the curriculum is taught. Boards may be asking new and more pointed questions about how teaching and learning is conducted. The AI conversation may be driving some of this focus, but not all. Instructional costs, program enrollments, challenges of postgraduation employment and strained resources may also be behind their interest in curriculum.
    • More time on campus issues and on campus. I sense that all of these will mean that board members will be increasing their engagement with higher education trends and issues and also spending more time on or in close contact with the campus. I anticipate calls and texts to presidents and possibly others on campus will increase—first in response to the day’s headlines. And second because they will simply have more questions or solutions.

    Near-Term Action Agenda for Campus Leaders

    While the above are predictions, solid and careful preparation may suit presidents well. It’s best to take that umbrella rather than get caught out in the rain.

    1. Make more time for governance. We all know the complexities and demands of presidential schedules. Yet, be prepared to increase the time dedicated to the board. Board engagement is something that for the most part only presidents can do. That will mean delegating other tasks and responsibilities to the team. One might consider extending the time of board meetings and creating ways to meet with the board between meetings (briefings and updates are good strategies). There will likely be more governance work to do; don’t let old meeting structures impede good governance.
    2. Increase communication with board leaders and with the board as a whole. It’s better to shape the narrative of information rather than constantly respond. Increase regular communications; send out special messages. Be sure to spend more time helping the board understand what they need to know and appreciate.
    3. Prepare the board for crises. We don’t know what will happen this year, but one can safely assume there will be crises of some magnitude across a range of institutions. Have a clear communications plan—know who speaks for the campus and who speaks for the board. Clarify the process for the board of how messages get crafted and vetted. Be clear on who will communicate to the individual trustees. Set expectations for which trustees will know what and when. Remind trustees of the importance of confidentiality. Finally, consider conducting tabletop activities in which the board can work through a crisis before one occurs.
    4. Lay the foundation for discussions about faculty governance. Be prepared to explain and possibly defend the idea, its structures and the culture of shared decision-making. A simple point to remind the board is that making decisions and actually implementing them are two different things. While shared governance may result in slower decision-making processes, it expedites implementation and ensures a greater likelihood of success because faculty were involved and have a sense of ownership. Bring faculty into board conversations as experts and contributors. Demonstrate their value, which is more powerful than explaining their value.
    5. Invest in board education. Board members will want to engage. So it’s best to prepare them to do so from the point of knowledge and information. If boards are going to question academic freedom, for example, get ahead of the inquiries.
    6. Bolster the board chair. Chairs play exceedingly important roles in effective governance. These are volunteer roles in which they manage the board and its personalities; set governance expectations and run interference, when need be; facilitate meetings (again running interference when need be); and support the president and serve as a strategic thought partner.
    7. Ensure you have a top-notch board professional. Just as chairs play pivotal roles, so do board professionals. Good ones are worth their weight in gold, as they work mostly behind the scenes on governance, but they also engage directly with trustees. And speaking of gold, do your best to ensure they have the resources needed to do their jobs.
    8. Spend more time on the development of committee and board meeting agendas. Boards do much of their work through meetings. Make sure the president and the senior team are intentional about the content of the agendas, the anticipated outcomes of each meeting and the materials boards need to have informed discussions. This point should go without saying, but too many board agendas are rote, poorly framed and lack focus.
    9. Finally, intentionally address issues of finances—again particularly for those tuition-dependent and research funding–dependent institutions. Boards will be concerned and want action: By addressing financial well-being intentionally, you can then get the board to focus on other strategic priorities without being distracted. Attending to trustee priorities is important, but ensuring a balanced board agenda will better play the long game needed right now.

    Conclusion

    This calendar year has been one like no other. A safe bet is to predict that this academic year will be no different. The ideas above may be alarmist. Many boards will continue to govern effectively and do so in ways consistent with past practices. For that be thankful. Other boards may take it upon themselves to look in the mirror and move forward in new, positive and more constructive ways. Be even more thankful for that. As one experienced general counsel said to me, “If trustees truly want to guide their institutions and make sure that their problem-solving and future planning decisions are the best they can be, they need to keep their governance blades sharp.”

    Peter Eckel is a senior fellow and director of the Global Higher Education Management program at the University of Pennsylvania’s Graduate School of Education. He thanks two humans, a ChatGPT-generated novice board chair and a long-serving president for their feedback on the essay. The humans offered better insights, which could be due to the prompt writing or the caliber of the humans.

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  • Human predictions for AI in higher education in 2025

    Human predictions for AI in higher education in 2025

    The year 2023 was a watershed moment for artificial intelligence. ChatGPT made its way into classrooms, prompting educators to grapple with AI’s potential and pitfalls. Industry leaders like Sundar Pichai declared AI as transformative as fire or electricity, while others voiced caution, warning of ethical dilemmas and societal upheaval.

    Two years later, amid the headlines and hype, the deeper question remains: What will AI actually look like in our day-to-day lives in higher ed? Understanding how AI will shape learning, recruitment and operations by 2025 is no longer optional—it’s essential.

    Below are five key ways AI is poised to transform higher education in 2025. These predictions aren’t abstract theories; they’re practical insights to guide your strategic planning, help you stay competitive and ensure your institution thrives in an AI-driven era.

    1. AI Agents Will Revolutionize Learning and Administration

    AI-powered agents are on the cusp of becoming indispensable tools in higher education. These intelligent systems are already taking on roles as digital mentors, capable of guiding students through complex material with tailored feedback. You may be familiar, for example, with Georgia State University’s AI chat-bot pilot program that answered student questions about financial aid and registration, reducing summer melt by 21 percent. In 2025, such agents will act as personalized tutors, adapting to individual learning styles and offering real-time academic support.

    Beyond learning, AI will also streamline administrative operations. Routine tasks like course scheduling, admissions processing and answering common student inquiries will increasingly fall to these systems, freeing human staff to focus on strategic initiatives.

    Imagine admissions officers who no longer spend hours manually reviewing applications but instead analyze data-driven insights provided by AI agents to make quicker, more informed decisions.

    This year will also bring us a new generation of AI that doesn’t just respond but takes action. For example, with agentic AI, a text might automatically go out to an applicant who needs a nudge to submit remaining documents—without a staff member lifting a finger.

    The future of higher education will be defined by AI systems that seamlessly blend proactive support with human expertise, transforming both student success and institutional efficiency.

    1. Generative AI Search Will Reshape Digital Engagement

    Generative AI is changing how prospective students discover and interact with institutions online. Platforms like ChatGPT are making it easier for users to ask complex questions and receive synthesized, conversational answers. Instead of clicking through multiple webpages, users increasingly expect clear and direct responses. In 2025, this shift will make traditional SEO strategies less effective, forcing institutions to reimagine their digital presence.

    One way they might do that is to incorporate generative AI search into their websites. You’ve likely used generative AI search yourself in Google—it’s the AI overview at the top of the page when you do a search that shows a summary answer of your query drawn from the sites that would traditionally appear in a list of search results.

    To prepare for students using AI tools outside of your site (e.g., ChatGPT, Perplexity) to learn about your school or incorporate generative AI search into your own site, there are critical to-dos for your website content teams to make your content as relevant, up-to-date and engaging as possible.

    The stakes are high: AI often relies on the most visible or credible content to provide answers. Universities with fragmented or outdated digital strategies risk being left behind, while those with robust, high-quality content will find themselves highlighted in AI-driven searches.

    Institutions that prioritize creating unique, authoritative content—such as faculty research profiles or interactive student success stories—will gain an edge in this new search landscape.

    1. Hyperpersonalization Will Redefine Student Engagement

    The days of one-size-fits-all communication and student services have ended. In 2025, institutions will rely on AI to create hyperpersonalized experiences that resonate with each student’s unique needs and goals. Drawing inspiration from industries like retail and entertainment, universities will use AI to craft individualized learning paths, anticipate challenges and deliver targeted interventions before students even ask for help.

    For example, Purdue University’s Course Signals initiative uses data analytics to identify students who may be at risk of falling behind and sends personalized alerts encouraging them to seek support. This type of proactive engagement not only improves retention rates but also fosters a sense of belonging. As McKinsey aptly describes it, the future of student engagement hinges on embracing the “care of one.”

    However, this approach raises ethical concerns. Institutions must carefully manage data privacy and ensure that algorithms do not inadvertently disadvantage certain groups. Transparency about how student data is collected and used will be crucial in maintaining trust.

    1. Faculty and Staff Roles Will Evolve Alongside AI

    The integration of AI will not replace faculty and staff but will redefine their roles. In 2025, educators will focus less on rote instruction and more on mentorship, critical thinking and creativity. This shift is already evident in programs like Northeastern University’s Experiential AI initiative, which trains faculty to incorporate AI tools into their teaching to enrich the student experience.

    Marketing and admissions teams will also need to adapt. AI insights can reveal patterns in prospective student behavior, allowing teams to craft campaigns that resonate on a deeper level. However, this will require staff to develop new skills in data interpretation and digital strategy.

    The transition won’t be without challenges. Institutions must invest in professional development to help their teams thrive in an AI-enhanced environment. Collaborative efforts between IT, academic affairs and marketing will ensure the successful adoption of these technologies.

    1. Ethical Challenges Will Take Center Stage

    The adoption of AI presents significant ethical considerations that will shape its implementation in higher education. From ensuring unbiased algorithms to safeguarding student data, institutions will need to tread carefully. Recent incidents, such as the use of biased AI tools in hiring processes, highlight the risks of unchecked AI deployment.

    Higher education can lead the way by modeling responsible AI practices. For example, Stanford University has established an Institute for Human-Centered Artificial Intelligence, emphasizing the ethical use of AI technologies across disciplines. By prioritizing fairness, transparency and accountability, institutions can harness AI’s potential without compromising their values.

    Preparing for 2025 and Beyond

    AI will ultimately elevate higher ed. Institutions that embrace AI’s changes with foresight and care will enhance their competitiveness, improve operational efficiency and create more meaningful experiences for students and staff alike. Success will depend on a willingness to adapt, invest in ethical practices and put students at the center of every decision.

    Mallory Willsea is chief strategist and producer at Enrollify.

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