Tag: whats

  • The Evolution of College Recruitment: What’s Working in 2025

    The Evolution of College Recruitment: What’s Working in 2025

    As higher education faces what experts call an “enrollment cliff,” with projections showing a potential 15% decline in traditional college-aged students, institutions are radically re-imagining their recruitment strategies. The latest data from RNL’s 2025 Marketing and Recruitment Practices For Undergraduate Students report reveals fascinating shifts in how different institutions connect with prospective students in this challenging landscape.

    The human touch remains supreme

    In an era dominated by digital technology, the enduring power of human connection stands out prominently in the data. Face-to-face interactions continue to be the most effective recruitment tool for both four-year private and public institutions while ranking as the second most effective strategy for two-year colleges. This finding reinforces what many enrollment professionals have long suspected: despite technological advances, students crave authentic, personal connections when making significant life decisions.

    The effectiveness of in-person meetings spans various formats—from traditional campus tours to innovative “mini-sessions” with faculty and current students. These interactions provide prospective students with tangible experiences that digital alternatives cannot replicate. Recent research from Higher Education Marketing confirms that prospective students in 2025 seek personalized experiences that resonate with their individual aspirations and concerns.

    Digital innovation takes center stage

    While the human element remains crucial, the digital recruitment landscape has evolved beyond basic email campaigns into a sophisticated ecosystem of interconnected strategies. Two-year institutions are particularly notable for successfully adopting digital advertising as their primary recruitment tool, demonstrating how smaller institutions can effectively compete in the digital space.

    Personalized videos have emerged as a powerful medium across all institution types, appearing in the top three most effective strategies for public universities and community colleges in the RNL Marketing and Recruitment report. These aren’t generic promotional videos—they’re customized content pieces that speak directly to individual student interests, academic goals, and career aspirations.

    Text messaging has become a crucial communication channel, particularly for four-year institutions. This shift reflects the broader trend of meeting students where they are—on their mobile devices. Successful institutions are using texting not just for announcements but for meaningful engagement, including quick Q&A sessions, application status updates, and deadline reminders.

    The advertising landscape

    The advertising strategies employed by institutions reveal a nuanced understanding of their target audiences. Social media advertising dominates the scene for four-year private and two-year institutions, while public universities are finding success with a more diverse media mix, including television ads. This divergence suggests that different institutional types successfully identify and leverage the channels most effective for their specific audience segments.

    Re-targeted ads have proven particularly effective in the top three strategies for private institutions and community colleges. This sophisticated approach indicates a deep understanding of the modern student’s digital journey—from initial awareness through the final enrollment decision. Video advertising’s strong performance across all categories underscores the growing importance of dynamic, visual content in capturing and maintaining student attention in an increasingly competitive digital landscape.

    Digital strategy deep dive

    Search engine optimization (SEO) has emerged as a cornerstone of digital strategy, particularly for private institutions. This emphasis on SEO reflects a fundamental truth about modern student behavior: the college search process overwhelmingly begins online. Institutions that excel at SEO are ensuring they’re visible at the crucial moment when students begin their higher education journey.

    Request for information (RFI) forms continue to play a vital role, though their implementation has evolved significantly. The most successful institutions are now embedding RFI forms within interactive content experiences and using AI-powered chatbots to provide immediate, personalized responses. This shift toward automated yet personalized engagement represents a crucial evolution in how institutions manage initial student inquiries.

    Management practices: The rise of AI and analytics

    Behind the scenes, the most transformative changes occur in how institutions manage and analyze their recruitment efforts. The integration of AI in admissions has reached a tipping point, with eight in 10 colleges now utilizing some form of artificial intelligence in their processes. This technology is used for basic tasks, sophisticated predictive modeling, and personalized communication strategies.

    Private institutions are leading the charge in leveraging AI for enrollment operations, while all institution types are embracing increasingly sophisticated tracking and analytics tools. Behavioral scoring and engagement tracking have moved from an innovative approach to an essential practice, indicating a decisive shift toward data-driven decision-making in enrollment management.

    CRM systems have become particularly crucial for two-year institutions according to the RNL report, suggesting a growing emphasis on relationship management throughout the enrollment funnel. These systems are no longer simple contact databases but have evolved into comprehensive platforms that track, analyze, and optimize every student interaction.

    Looking forward

    These findings paint a picture of an industry in transition, balancing traditional high-touch approaches with innovative digital solutions. Success in 2025’s challenging enrollment landscape requires a sophisticated blend of:

    • Personal connection through face-to-face interactions
    • Strategic digital engagement across multiple channels
    • Data-driven decision-making powered by AI and analytics
    • Personalized communication at scale

    For enrollment professionals, the message is clear: while the tools and techniques may evolve, the fundamental goal remains unchanged—connecting with prospective students in meaningful ways that address their individual needs and aspirations.

    The institutions that will thrive can effectively combine the warmth of personal interaction with the efficiency of digital innovation, all while maintaining authentic connections with their prospective students.

    Want to dive deeper? Read the report

    2025 Marketing and Recruitment Practices for Undergraduate Students: Effective practices for undergraduate recruitment at four-year and two-year institutions.

    Ready to transform your institution’s recruitment strategy with data-driven insights? Download the complete 2025 Marketing and Recruitment Practices Report to access:

    • Detailed breakdowns by institution type
    • Implementation guides for top strategies
    • Benchmark data to compare your performance
    • Expert analysis and recommendations
    • Case studies from successful institutions

    Download the full report now and get exclusive access to comprehensive data and insights that will shape your 2025 recruitment strategy.

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  • HESA’s AI Observatory: What’s new in higher education (March 16, 2025)

    HESA’s AI Observatory: What’s new in higher education (March 16, 2025)

    International Frameworks

    With the right opportunities we can become AI makers, not takers
    Michael Webb.  FE Week. February 21, 2025.

    The article reflects on the UK’s AI Opportunities Action Plan, aiming to position the country as a leader in AI development rather than merely a consumer. It highlights the crucial role of education in addressing AI skills shortages and emphasizes the importance of focusing both on the immediate needs around AI literacy, but also with a clear eye on the future, as the balance moves to AI automation and to a stronger demand for uniquely human skills.

    Living guidelines on the responsible use of generative AI in research : ERA Forum Stakeholder’s document
    European Commission, Directorate-General for Research and Innovation. March 2024.

    These guidelines include recommendations for researchers, recommendations for research organisations, as well as recommendations for research funding organisations. The key recommendations are summarized here.

    Industry Collaborations

    OpenAI Announces ‘NextGenAI’ Higher-Ed Consortium
    Kim Kozlowski. Government Technology.  March 4, 2025.

    OpenAI has launched the ‘NextGenAI’ consortium, committing $50M to support AI research and technology across 15 institutions, including the University of Michigan, the California State University system, the Harvard University, the MIT and the University of Oxford. This initiative aims to accelerate AI advancements by providing research grants, computing resources, and collaborative opportunities to address complex societal challenges.

    AI Literacy

    A President’s Journey to AI Adoption
    Cruz Rivera, J. L. Inside Higher Ed. March 13, 2025.

    José Luis Cruz Rivera, President of Northern Arizona University, shares his AI exploration journey. « As a university president, I’ve learned that responsible leadership sometimes means […] testing things out myself before asking others to dive in ». From using it to draft emails, he then started using it to analyze student performance data and create tailored learning materials, and even used it to navigate conflicting viewpoints and write his speechs – in addition to now using it for daily tasks.

    Teaching and Learning

    AI Tools in Society : Impacts on Cognitive Offloading and the Future of Critical Thinking
    Gerlich, M. SSRN. January 14, 2025.

    This study investigates the relationship between AI tool usage and critical thinking skills, focusing on cognitive offloading as a mediating factor. The findings revealed a significant negative correlation between frequent AI tool usage and critical thinking abilities, mediated by increased cognitive offloading. Younger participants exhibited higher dependence on AI tools and lower critical thinking scores compared to older participants. Furthermore, higher educational attainment was associated with better critical thinking skills, regardless of AI usage. These results highlight the potential cognitive costs of AI tool reliance, emphasising the need for educational strategies that promote critical engagement with AI technologies.

    California went big on AI in universities. Canada should go smart instead
    Bates, S. University Affairs. March 12, 2025.

    In this opinion piece, Simon Bates, Vice-Provost and Associate Vice-President for Teaching and Learning at UBC, reflects on how the ‘fricitonless efficiency’ promised by AI tools comes at a cost. « Learning is not frictionless. It requires struggle, persistence, iteration and deep focus. The risk of a too-hasty full scale AI adoption in universities is that it offers students a way around that struggle, replacing the hard cognitive labour of learning with quick, polished outputs that do little to build real understanding. […] The biggest danger of AI in education is not that students will cheat. It’s that they will miss the opportunity to build the skills that higher education is meant to cultivate. The ability to persist through complexity, to work through uncertainty, to engage in deep analytical thought — these are the foundations of expertise. They cannot be skipped over. »

    We shouldn’t sleepwalk into a “tech knows best” approach to university teaching
    Mace, R. et al. Times Higher Education. March 14, 2025.

    The article discusses the increasing use of generative AI tools like among university students, with usage rising from 53% in 2023-24 to 88% in 2024-25. It states that instead of banning these tools, instructors should ofcus on rethinking assessment strategies to integrate AI as a collaborative tool in academic work. The authors share a list of activities, grounded in the constructivist approach to education, that they have successfully used in their lectures that leverage AI to support teaching and learning.

    Accessibility & Digital Divide

    AI Will Not Be ‘the Great Leveler’ for Student Outcomes
    Richardson, S. and Redford, P. Inside Higher Ed. March 12, 2025.

    The authors share three reasons why AI tools are only deepening existing divides : 1) student overreliance on AI tools; 2) post-pandemic social skills deficit; and 3) business pivots. « If we hope to continue leveling the playing field for students who face barriers to entry, we must tackle AI head-on by teaching students to use tools responsibly and critically, not in a general sense, but specifically to improve their career readiness. Equally, career plans could be forward-thinking and linked to the careers created by AI, using market data to focus on which industries will grow. By evaluating student need on our campuses and responding to the movements of the current job market, we can create tailored training that allows students to successfully transition from higher education into a graduate-level career. »

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  • What’s in a name? That which we call a university…

    What’s in a name? That which we call a university…

    by Rob Cuthbert

    In England the use of the title ‘university’ is regulated by law, a duty which now lies with the regulator, the Office for Students (OfS). When a new institution is created, or when an existing institution wishes to change its name, the OfS must consult on the proposed new name and may or may not approve it after consideration of responses to the consultation. The responsible agency for naming was once simply the Privy Council, a responsibility transferred to the OfS with the Higher Education and Research Act 2017. For existing older universities where legislative change is needed, the Privy Council must also still approve, but will only do so with a letter of support from the OfS. The arrangements were helpfully summarised in a blog by David Kernohan and Michael Salmon of Wonkhe on 8 April 2024, before most of the recent changes had been decided.

    That which we call a university would probably not smell quite as sweet if it could not use the university title, and with its new power the OfS has made a series of decisions which risk putting it in bad odour. In July 2024 it allowed AECC University College to call itself the Health Sciences University. Although AECC University College was a perfectly respectable provider of health-related courses, this name change surely flew in the face of the many larger and prestigious universities which had an apparently greater claim to expertise in both teaching and research in health sciences. The criteria for name changes are set out by the OfS: “The OfS will assess whether the provider meets the criteria for university college or university title and will, in particular: …  Determine whether the provider’s chosen title may be, or may have the potential to be, confusing.” It is hard to see how that criterion was satisfied in the case of the Health Sciences University.

    Even worse was to come. In 2024 Bolton University applied to use the title University of Greater Manchester, despite the large and looming presence of both Manchester University and Manchester Metropolitan University. And the OfS said yes. If you google the names Bolton or Greater Manchester University you may even find the University of Bolton Manchester, which is neither the University of Bolton nor the University of Manchester, but is “Partnered with the University of Bolton and situated within the centre of Manchester” – indeed, very near the Oxford Road heartland location of Manchester and Manchester Metropolitan universities.

    This is rather more confusing and misleading than University Academy 92, founded by a group of famous football team-mates at Manchester United, formed in August 2017 and based near Old Trafford. Wikipedia says that “the approval by the Department of Education (DoE) to allow UA92 the use of ‘University Academy 92’ was questioned with critics claiming the decision to approve the use of the name makes it ‘too easy’ for new providers to use ‘university’ in a new institution’s name”. This criticism continues to have some merit, but a high-profile football-related initiative, now broadened, is perhaps less likely to cause any confusion in the minds of its potential students. It may be significant that it was created at the same time as the HERA legislation was enacted, with government perhaps relaxing its grip in the last exercise of university title approval powers before the Privy Council handed over to the OfS. UA92 was and continues to be a deliverer of degrees validated by Lancaster University. In 2024 the OfS the University of Central Lancashire applied to be renamed the University of Lancashire, despite the obvious potential confusion with Lancaster University. And the OfS said yes.

    It was not ever thus. The Privy Council would consult and take serious account of responses to consultation, especially from existing universities, as it did after the Further and Higher Education 1992 when 30 or so polytechnics were granted university title. A massive renaming exercise was carefully managed under the Privy Council’s watchful eye. As someone centrally involved in one such exercise, at Bristol Polytechnic, I know that the Privy Council would not allow liberties to be taken. The renaming exercise naturally stretched over many months; the Polytechnic conducted its own consultations both among its staff and students, but also much more widely in schools and other agencies across the South West region. Throughout that period, in a longstanding joke, the Polytechnic Director playfully mocked the Vice-Chancellor of Bristol University by suggesting that the polytechnic might seek to become the ‘Greater Bristol University’. It was a joke because all parties knew that the Privy Council, quite properly, would never countenance such a confusing and misleading proposal.

    How would that name change play out now? In the words (almost) of Cole Porter: “In olden days a glimpse of mocking was looked on as something shocking, now heaven knows, anything goes.”

    Rob Cuthbert is the editor of SRHE News and Blog, and a partner in the Practical Academics consultancy. He was previously Deputy Vice-Chancellor and professor of higher education management at the University of the West of England.

    Author: SRHE News Blog

    An international learned society, concerned with supporting research and researchers into Higher Education

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  • What’s next in equality of opportunity evaluation?

    What’s next in equality of opportunity evaluation?

    In the Evaluation Collective – a cross-sector group of like-minded evaluation advocates – we have reason to celebrate two related interventions.

    One is the confirmation of a TASO and HEAT helmed evaluation library – the other John Blake’s recent Office for Students (OfS) blog What’s next in equality of opportunity regulation.

    We cheer his continued focus on evaluation and collaboration (both topics close to our collective heart). In particular, we raised imaginary (in some cases…) glasses to John Blake’s observation that:

    Ours is a sector founded on knowledge creation, curation, and communication, and all the skills of enquiry, synthesis and evidence-informed practice that drive the disciplines English HE providers research and teach, should also be turned to the vital priorities of expanding the numbers of students able to enter HE, and ensuring they have the best chance to succeed once they are admitted.

    That’s a hard YES from us.

    Indeed, there’s little in our Evaluation Manifesto (April 2022) that isn’t thinking along the same lines. Our final manifesto point addresses almost exactly this:

    The Evaluation Collective believe that higher education institutions should be learning organisations which promote thinking cultures and enact iterative and meaningful change. An expansive understanding of evaluation such as ours creates a space where this learning culture can flourish. There is a need to move the sector beyond simply seeking and receiving reported impact.

    We recognise that OfS has to maintain a balance between evaluation for accountability (they are our sector regulator after all) and evaluation for enhancement and learning.

    Evaluation in the latter mode often requires different thinking, methodologies and approaches. Given the concerning reversal of progress in HE access indicated by recent data this focus on learning and enhancement of our practice seems even more crucial.

    This brings us to two further collective thoughts.

    An intervention intervention

    John Blake’s blog references comments made by the Evaluation Collective’s Chair Liz Austen at the Unlocking the Future of Fair Access event. Liz’s point, which draws on a soon to be published book chapter, is that, from some perspectives, the term intervention automatically implies an evaluation approach that is positivistic and scientific – usually associated with Type 3 causal methodologies such as randomised control trials.

    This kind of language can be uncomfortable for those of us evaluating in different modes (and even spark the occasional paradigm war). Liz argued that much of the activity we undertake to address student success outcomes, such as developing inclusive learning, teaching, curriculum and assessment approaches is often more relational, dynamic, iterative and collaborative, as we engage with students, other stakeholders and draws on previous work and thinking from other disciplinary area.

    This is quite different to what we might think of as a clinical intervention, which often involves tight scientific control of external contextual factors, closed systems and clearly defined dosage.

    We suggest, therefore, that we might need a new language and conceptual approach to how we talk and think about evaluation and what it can achieve for HE providers and the students we support.

    The other area Liz picked up concerned the burden of evaluation not only on HE providers, but also the students who are necessarily deeply integrated in our evaluation work with varying degrees of agency – from subjects from whom data is extracted at one end through to co-creators and partners in the evaluation process at the other.

    We rely on students to dedicate sufficient time and effort in our evaluation activities. To reduce this burden and ensure we’re making effective use of student input, we need better coordination of regulatory asks for evaluation, not least to help manage the evaluative burden on students/student voices – a key point also made by students Molly Pemberton and Jordan Byrne at the event.

    As it is, HE providers are currently required to develop and invest in evaluation across multiple regulatory asks (TEF, APP, B3, Quality Code etc). While this space is not becoming too crowded (the more the merrier), it will take some strategic oversight to manage what is delivered and evaluated, why and by whom and look for efficiencies. We would welcome more sector work to join up this thinking.

    Positing repositories

    We also toasted John Blake’s continued emphasis on the crucial role of evaluation in continuous improvement.

    We must understand whether metrics moving is a response to our activity; without a clear explanation as to why things are getting better, we cannot scale or replicate that impact; if a well-theorised intervention does not deliver, good evaluation can support others to re-direct their efforts.

    In support of this, the new evidence repository to house the sector’s evaluation outcomes has been confirmed, with the aim of supporting our evolving practice and improve outcomes for students. This is another toast-worthy proposal. We believe that this resource is much needed.

    Indeed, Sheffield Hallam University started its own (publicly accessible) one a few years ago. Alan Donnelly has written an illuminating blog for the Evaluation Collective reflecting on the implementation, benefits and challenges of the approach.

    The decision to commission TASO and HEAT to develop this new Higher Education Evidence Library (HEEL), does however, beg a lot of questions about how material is selected for inclusion, who makes the selection and the criteria they use. Here are a few things we hope those organisations are considering.

    The first issue is that it is not clear whether this repository is merely primarily designed to address a regulatory requirement for HE providers to publish their evaluation findings or a resource developed to respond to the sector’s knowledge needs. This comes down to clarity of purpose and a clear-eyed view of where the sector needs to develop.

    It also comes down to the kinds of resources that will be considered for inclusion. We are also concerned by the prospect of a rigid and limited selection process and believe that useful and productive knowledge is contained in a wide range of publications. We would welcome, for example, a curation approach that recognised the value of non-academic publications.

    The contribution of grey literature and less formal publications, for example, is often overlooked. Valuable learning is also contained in evaluation and research conducted in other countries, and indeed, in different academic domains within the social and health sciences.

    The potential for translating interventions across different institutional and sector contexts also depends on sharing contextual and implementation information about the target activities and programmes.

    As colleagues from the Russell Group Widening Participation Evaluation Forum recently argued on these very pages, the value of sharing evaluation outcomes increases the more we move away from reporting technical and statistical outcomes to include broader reflections and meta-evaluation considerations, the more we collectively learn as a sector the more opportunities we will see for critical friendships and collaborations.

    While institutions are committing substantial time and resources to APP implementation, we must resist overly narrowing the remit of our activities and our approach in general. Learning from failed or even poor programmes and activities (and evaluation projects!) can be invaluable in driving progress.

    Ray Pawson speaks powerfully of the way in which “nuggets” of valuable learning and knowledge can be found even when panning less promising or unsuccessful evaluation evidence. Perhaps, a pragmatic approach to knowledge generation could trump methodological criteria in the interests of sector progress?

    Utopian repositories

    Hot on the HEELs of the TASO/HEAT evaluation library collaboration announcement we have put together a wish list for what we would like to see in such a resource. We believe that a well-considered, open and dynamic evaluation and evidence repository could have a significant impact on our collective progress towards closing stubborn equality of opportunity risk gaps.

    Submission to this kind of repository could also be helpful for the professionalisation of HE-based evaluation and good for organisational and sector recognition and career progression.

    A good model for this kind of approach is the National Teaching Repository (self-upload, no gatekeeper – their tag line “Disseminating accessible ideas that work”). This approach includes a way of tracking the impact and reach of submissions by allocating them a DOI.

    This is an issue that Alan and the Sheffield Hallam Team have also cracked, with submissions appearing in scholarly indexes.

    We are also mindful of the increasingly grim economic contexts in which most HE staff are currently working. If it does its job well, a repository could help mitigate some of the current constraints and pressures on institutions. Where we continue to work in silos there is a continued risk of wasting resources, by reinventing the same intervention and evaluation wheels in isolation across a multitude of different HE providers.

    With more openness and transparency, and sharing work in progress, as well as in completion, we increase the possibility of building on each other’s work, and, hopefully, finding opportunities for collaboration and sharing the workload, in other words efficiency gains.

    Moreover, this moves us closer to solving the replication and generalisability challenges, evaluators working together across different institutions can test programmes and activities across a wider set of contexts, resulting in more flexible and generalisable outcomes.

    Sliding doors?

    There are two further challenges, which are only nominally addressed in John Blake’s blog, but which we feel could have significant influence on the sector impact of the repository of our dreams.

    First, effective knowledge management is essential – how will time-pressed practitioners find and apply relevant evidence to their contexts? The repository needs to go beyond storing evaluations to include support to help users to find what they need, when they need it, and include recommendations for implications for practice.

    Second, drawing on the development of Implementation Science in fields like medicine and public health could help maximize the repository’s impact on practice. We suggest early consultation with both sector stakeholders and experts from other fields who have successfully tackled these knowledge-to-practice challenges.

    At this point in thinking, before concrete development and implementation have taken place, we have the potential for a multitude of possible future repositories and approaches to sector evaluation. We welcome TASO and HEAT’s offer to consult with the sector over the spring as they develop their HEEL and hope to engage in a broad and wide-ranging discussion of how we can collectively design an evaluation and evidence repository that is not just about collecting together artefacts, but which could play an active role in driving impactful practice. And then we can start talking about how the repository can be evaluated.

    John Blake will be talking all things evaluation with members of the Evaluation Collective on the 11th March. Sign up to the EC membership for more details: https://evaluationcollective.wordpress.com/

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  • What’s all the flap about bird flu?

    What’s all the flap about bird flu?

    Avian influenza has scared doctors and scientists for a generation. But its arrival in the United States might finally give the H5N1 bird flu virus the combination of factors it needs to cause a global pandemic.

    Those factors include a new carrier; dairy cattle; a regulatory system that protects farmers at the expense of human health; and a government bent on taking down an already weak public health infrastructure.

    The H5N1 avian influenza virus making headlines around the world — and driving up the price of eggs — in the United States is no youngster. It’s been around since at least 1996, when it was first spotted in a flock of geese in Guangdong in southern China.

    Since then it has spread around the entire world, tearing through flocks of poultry in Asia, Europe and the Americas and wiping out birds and mammals on every continent, including Antarctica. H5N1 bird flu only rarely infects people but as of the end of January 2025, the World Health Organization reported 964 human cases globally and 466 deaths, although many milder cases are likely to have been missed.

    Vets and virus experts have had their eyes on H5N1, in particular, for decades. It didn’t look like a serious threat when it killed geese in 1996. But the next year the virus caused an outbreak in people just over the border from Guangdong in Hong Kong.

    It infected 18 people and killed six of them before it was stopped. That got people’s attention. A 30% fatality rate is exceptionally high for a virus — something approaching the mortality of smallpox.

    Mutations and swap meets

    The virus gets its name from two prominent structures: the hemagglutinin, or H designation, and the neuraminidase, or N. All influenza A viruses get an HxNx name. The current circulating viruses causing human flu misery right now are H1N1 and H3N2, for example, as well as influenza B, which doesn’t get any fancy name.

    But influenza viruses are exceptionally mutation-prone, and even the extra designation doesn’t tell the whole story about the changes the virus has undergone. Every time a flu virus replicates itself, it can make a mistake and change a little. This is called antigenic shift. As if this wasn’t enough, flu viruses can also meet up inside an animal and swap large chunks of genetic material.

    The result? The H5N1 viruses now circulating are very different from those that were seen back in 1996 and 1997, even though they have the same name.

    This is what’s been going on over the past 30 years. H5N1 has been cooking along merrily in birds around the world. So, after the 1997 outbreak, not much was seen of H5N1 until 2003, when it caused widespread outbreaks in poultry in China. Researchers discovered it could infect wild waterfowl without making them sick, but it made chickens very sick, very fast. And those sick chickens could infect people.

    The best way to control its spread among poultry was to cull entire flocks, but if people doing the culling didn’t take the right precautions, they could get infected, and the virus caused serious, often fatal infections. Doctors began to worry that the virus would infect pigs. Pigs are often farmed alongside chickens and ducks, and they’re a traditional “mixing vessel” for flu viruses. If a pig catches an avian flu virus, it can evolve inside the animal to adapt more easily to mammals such as humans. Pigs have been the source of more than one influenza pandemic.

    Pandemic planning

    In the early 2000s, scientists and public health officials took H5N1 so seriously that they held pandemic exercises based on the premise that H5N1 would cause a full-blown pandemic. (Journalists were included in some of these exercises, and I took part in a few.)

    But it didn’t cause a pandemic. Vaccines were developed and stockpiled. Pandemic plans were eventually discarded, ironically just ahead of the Covid pandemic.

    However, flu viruses are best known for their confounding behavior, and H5N1 has always been full of surprises. It has evolved as it has spread, sometimes popping up and sometimes disappearing, but never causing the feared human pandemic. It has not spread widely among pigs although it has occasionally infected people around the world, as well as pet cats, zoo animals, wild seals, polar bears, many different species of birds and, most lately, dairy cattle.

    It’s this development that might finally be a turning point for H5N1.

    For a virus to start a human pandemic, it must acquire the ability to infect people easily; it must then pass easily from person to person; and it must cause significant illness.

    Competing interests

    So far, this hasn’t happened with H5N1. It has infected 68 people in the United States, mostly poultry or dairy workers. Mostly, it causes an eye infection called conjunctivitis, although it killed one Louisiana man. But it is spreading in a never-before-seen way — on milking equipment and in the raw milk of the infected cattle.

    “The more it spreads within mammals, that gives it more chances to mutate,” said Nita Madhav, a former U.S. Centers for Disease Control and Prevention researcher who is now senior director of epidemiology and modeling at Ginkgo Biosecurity. I interviewed her for a podcast for One World One Health Trust. “As it mutates, as it changes, there is a greater chance it can infect humans. If it gains the ability to spread efficiently from person to person, then it would be hard to stop,” Madhav said.

    And while some states are working to detect and control its spread, the federal government is not doing as much as public health experts say it should. Two agencies are involved: the U.S. Department of Agriculture (USDA) and the Centers for Disease Control (CDC).

    Dr. John Swartzberg, a health sciences clinical professor emeritus at the University of California, Berkeley said in an interview with the UC Berkeley School of Public Health that the USDA is charged with two responsibilities that only sometimes work in concert.

    “One of the responsibilities they have is to assure a healthy agricultural industry for the United States,” Swartzberg said. “The second responsibility is to assure safety of the human beings who consume agricultural products in the United States.”

    More information, not less, is needed.

    Dairy farmers feared they’d lose money if their farms were identified as sources of infection. And it’s a lot more expensive to cull cattle than it is to cull chickens.

    “And I think what we’ve seen with this bird flu problem is that the USDA is tilted in favor of protecting the industry, as opposed to protecting the health of humans,” Swartzberg said. “CDC is also involved, but the CDC has no authority to go into states and tell them what to do. It has to be done state by state.”

    On top of that, U.S. President Donald Trump has ordered the CDC to take down websites reporting on avian flu and other issues. He is withdrawing U.S. membership from WHO, crippling the ability to coordinate with other countries on controlling outbreaks of disease.

    He notably tried to suppress reporting about Covid during his previous presidency and promoted unproven and disproven treatments.

    His newly confirmed Health and Human Services Secretary, who will oversee CDC and other agencies charged with human health, Robert F. Kennedy, Jr, is a vaccine denier, proponent of raw milk and has no public health qualifications.

    The stubbornness of people in the United States doesn’t help. When public health officials warned against drinking raw milk last year, raw milk sales actually went up.

    “Food safety experts like me are just simply left shaking their heads,” Donald Schaffner, a Rutgers University food science professor, told PBS News.

    The big fear? That in flu season, someone will catch both seasonal flu and H5N1, giving the viruses a chance to make friends in the body, swap genetic material and make a deadly new virus that can infect people easily.


     

    Three questions to consider:

    1. How can politics affect public health risk?
    2. How does public understanding and trust affect the risk of disease?
    3. Countries often blame one another for the spread of disease, but should they?

     


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  • HESA’s AI Observatory: What’s new in higher education (January 31, 2025)

    HESA’s AI Observatory: What’s new in higher education (January 31, 2025)

    Transformation of education

    Leading Through Disruption: Higher Education Leaders Assess AI’s Impacts on Teaching and Learning

    Rainie, L. and Watson, E. AAC&U and Elon University.

    Report from a survey of 337 college and university leaders that provides a status report on the fast-moving changes taking place on US campuses. Key data takeaways include the fact faculty use of AI tools trails significantly behind student use, more than a third of leaders surveyed perceive their institution to be below average or behind others in using GenAI tools, 59% say that cheating has increased on their campus since GenAI tools have become widely available, and 45% think the impact of GenAI on their institutions in the next five years will be more positive than negative.

    Four objectives to guide artificial intelligence’s impact on higher education

    Aldridge, S. Times Higher Education. January 27th, 2025

    The four objectives are: 1) ensure that curricula prepare students to use AI in their careers and to add human skills value to help them success in parallel of expanded use of AI; 2) employ AI-based capacities to enhance the effectiveness and value of the education delivered; 3) leverage AI to address specific pedagogical and administrative challenges; and 4) address pitfalls and shortcomings of using AI in higher ed, and develop mechanisms to anticipate and respond to emerging challenges.

    Global perspectives

    DeepSeek harnesses links with Chinese universities in talent war

    Packer, H. Times Higher Education. January 31st, 2025

    The success of artificial intelligence platform DeepSeek, which was developed by a relatively young team including graduates and current students from leading Chinese universities, could encourage more students to pursue opportunities at home amid a global race for talent, experts have predicted.

    Teaching and learning

    Trends in AI for student assessment – A roller coaster ride

    MacGregor, K. University World News. January 25th, 2025

    Insights from (and recording of) the University World News webinar “Trends in AI for student assessment”, held on January 21st. 6% of audience members said that they did not face significant challenges in using GenAI for assessment, 53% identified “verifying the accuracy and validity of AI-generated results” as a challenge, 49% said they lacked training or expertise in using GenAI tools, 45% identified “difficulty integrating AI tools within current assessment systems”, 41% were challenged in addressing ethical concerns, 30% found “ensuring fairness and reducing bias in AI-based assessments” challenging, 25% identified “protecting student data privacy and security” as a challenge, and 19% said “resistance to adopting AI-driven assessment” was challenging.

    Open access

    Charting a course for open education resources in an AI era

    Wang, T. and Mishra, S. University World News. January 24th, 2025

    The digital transformation of higher education has positioned open educational resources (OER) as essential digital public goods for the global knowledge commons. As emerging technologies, particularly artificial intelligence (AI), reshape how educational content is created, adapted and distributed, the OER movement faces both unprecedented opportunities and significant challenges in fulfilling its mission of democratising knowledge access.

    The Dubai Declaration on OER, released after the 3rd UNESCO World OER Congress held in November 2024, addresses pressing questions about AI’s role in open education.

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  • What’s New at InsightsEDU 2025? Key Updates You Won’t Want to Miss

    What’s New at InsightsEDU 2025? Key Updates You Won’t Want to Miss

    With InsightsEDU 2025 just around the corner, we’re excited to share some of the key updates and new features coming to this year’s conference, happening February 12-14, 2025 in New Orleans, Louisiana. As the premier conference for higher education marketing and enrollment management, this year’s event promises to be our most engaging yet. Attendees can expect immersive experiences, innovative sessions, and exceptional speakers, all aimed at equipping higher education leaders with the skills and strategies needed to serve today’s Modern Learners. From the welcome reception to our new customized workshop experience, InsightsEDU 2025 is full of exciting opportunities. Read on to see what’s in store!

    This year, we’re embracing the vibrant culture of New Orleans with the Bourbon Street Bash, a celebration that will give attendees the perfect opportunity to unwind, network, and experience NOLA in style. The evening will kick off with a second-line parade, leading attendees through the historic streets of New Orleans to the iconic Bourbon Vieux venue. With a live jazz performance, this event promises to be a memorable way to start an exciting conference experience with the higher ed community.

    For the first time, InsightsEDU is offering a hands-on, interactive workshop led by Dr. Jodi Blinco, Vice President of Enrollment Management Consulting at EducationDynamics.

    The workshop, “Unlocking Enrollment Success: A Customized Consulting Workshop Experience,” is designed specifically for higher education leaders who want to explore the complexities of enrollment models. The workshop provides an opportunity to enhance strategies for attracting, enrolling, and retaining students.

    This session will foster focused discussions, tailored insights, and actionable takeaways, allowing attendees to apply the knowledge gained from the conference directly to their own enrollment strategies.

    This year, we are excited to welcome Po-Shen Loh, an acclaimed entrepreneur, mathematician, and Carnegie Mellon University professor, to the InsightsEDU stage.

    His keynote session, “The Power of Reinvention: Unlocking Innovation to Inspire Action,” will challenge attendees to rethink problem-solving, leadership, and innovation in the ever-evolving higher education landscape. Drawing from his diverse experiences in academia and social entrepreneurship, Po-Shen Loh will explore how institutions can apply startup strategies to innovate and create programs that resonate with students’ needs. His unique experiences throughout higher ed and entrepreneurship make him uniquely qualified to address the conference’s innovative goals and inspire strategies for institutions looking to drive meaningful change.

    Expect to hear from top industry leaders at InsightsEDU, with companies such as EY Parthenon, Slate, Google, Meta, and Reddit, joining to share their expertise in digital engagement, advertising, and marketing strategies. These sessions will help institutions stay ahead of emerging trends, enhance their online presence, and develop strategies to connect with students in innovative ways. Attendees will gain exclusive insights into how leading platforms are shaping the future of student engagement and higher education marketing.

    With RW Jones Agency recently becoming a part of the EducationDynamics team, InsightsEDU 2025 will feature even more expert-led sessions and strategic insights. RW Jones Agency’s expertise in public relations, crisis communications, and higher education marketing is sure to provide valuable perspectives for attendees.

    Here are some of the key sessions featuring RW Jones Agency’s team:

    • A Roadmap to Marketing Transformation: Learn how to implement a marketing maturity model to enhance strategy, optimize resources, and gain real results for your MarCom division. This session will provide insights from experienced professionals who have successfully implemented maturity models to drive impactful results at institutions.
    • A Behavior-Informed Approach to Prospective Student Engagement: Discover how student personas can transform outreach efforts. Building on insights from a recent nationally representative survey of high schoolers, this session explores students’ primary motivations and factors surrounding decision making, offering key insights for higher ed marketers, communicators, and enrollment leaders.
    • Lights, Camera, Connections: How to Produce Compelling Videos That Connect: Join Karolyn Pearson, a former network news producer, and Morgan Aguilar, a former TV reporter, for an exciting session on crafting engaging and authentic visual storytelling to captivate student audiences and enhance your institution’s brand.
    • The Art and Science of Why People Care: Learn how to create audience-centered messaging that aligns with students’ values, increases engagement, and builds lasting relationships while authentically marketing your brand.
    • From Interest to Enrollment: Building Real Student Connections on Social Media: Explore the latest tactics and insights to address an evolving social media landscape and cater to Gen Z and Millennial audiences. This session will explore the latest trends, engagement strategies, and creative tools to foster meaningful interactions on social media that lead to enrollment.

    With an impeccable lineup of sessions, RW Jones Agency’s expertise will provide valuable new perspectives at InsightsEDU 2025, ensuring that attendees leave with actionable strategies to better connect and serve Modern Learners.

    With immersive experiences, groundbreaking discussions, and an incredible lineup of speakers and sessions, this year’s conference is shaping up to be the best one yet. Whether you’re looking to refine your enrollment strategy, explore new marketing tactics, or simply connect with industry leaders, InsightsEDU 2025 is the place to be for higher education professionals.

    We look forward to seeing you at InsightsEDU 2025!

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  • HESA’s AI Observatory: What’s new in higher education (January 17, 2025)

    HESA’s AI Observatory: What’s new in higher education (January 17, 2025)

    Transformation of education

    The McDonaldisation of higher education in the age of AI

    Yoonil Auh, J. University World News. December 11th, 2024.

    Reflection on how AI’s impact on higher education aligns with the principles of McDonaldisation (efficiency, calculability, predictability and control), what opportunities and challenges it creates, and how institutions are responding

    Decolonization

    AI and digital neocolonialism: Unintended impacts on universities

    Yoonil Auh, J. University World News. July 12th, 2024. 

    The evolution of AI risks reinforcing neocolonial patterns, underscoring the complex ethical implications associated with their deployment and broader impact

    Workforce preparation

    As workers seek guidance on AI use, employers value skilled graduates

    Ascione, L. eCampusNews. December 9th, 2024.

    A new Wiley survey highlights that 40% of respondents struggle to understand how to integrate AI into their work and 75% lack confidence in AI use, while 34% of managers feel equipped to support AI integration

    California students want careers in AI. Here’s how colleges are meeting that demand

    Brumer, D. and Garza, J. Cal Matters. October 20th, 2024. 

    California’s governor announced the first statewide partnership with a tech firm, Nvidia, to bring AI curriculum, resources and opportunities to California’s public higher education institutions. The partnership will bring AI tools to community colleges first.

    Let’s equip the next generation of business leaders with an ethical compass

    Côrte-Real, A. Times Higher Education. October 22nd, 2024. 

    In a world driven by AI, focusing on human connections and understanding is essential for achieving success. While AI can standardize many processes, it is the unique human skills – such as empathy, creativity, and critical thinking – that will continue to set individuals and organizations apart.

    How employer demand trends across two countries demonstrate need for AI skills

    Stevens, K. EAB. October 10th, 2024. 

    Study reviewing employer demands in the US and in Ireland to better understand how demand for AI skills differ across countries, and examine if these differences are significant enough to require targeted curricular design by country

    Research

    We’re living in a world of artificial intelligence – it’s academic publishing that needs to change

    Moorhouse, B. Times Higher Education. December 13th, 2024.

    Suggestions to shift mindsets towards GenAI tools to restore trust in academic publishing

    Teaching and learning

    The AI-Generated Textbook That’s Making Academics Nervous

    Palmer, K. Inside Higher Ed. December 13th, 2024. 

    A comparative literature professor at UCLA used AI to generate the textbook for her medieval literature course notably with the aim to make course material more financially accessible to her students – but the academic community reacted strongly

    GenAI impedes student learning, hitting exam performance

    Sawahel, W. University World News. December 12th, 2024.

    A study conducted in Germany using GenAI detection systems showed that students who used GenAI scored significantly lower in essays

    The renaissance of the essay starts here

    Gordon, C. and Compton, M. Times Higher Education. December 9th, 2024. 

    A group of academics from King’s College London, the London School of Economics and Political Science, the University of Sydney and Richmond American University came together to draft a manifesto on the future of the essay in the age of AI, where they highlight problems and opportunities related to the use of essays, and propose ways to rejuvenate its use

    These AI tools can help prepare future programmers for the workplace

    Rao, R. Times Higher Education. December 9th, 2024.

    Reflection on how curricula should incorporate the use of AI tools, with a specific focus on programming courses

    The future is hybrid: Colleges begin to reimagine learning in an AI world

    McMurtrie, B. The Chronicle of Higher Education. October 3rd, 2024.

    Reflection on the state of AI integration in teaching and learning across the US

    Academic integrity

    Survey suggests students do not see use of AI as cheating

    Qiriazi, V. et al. University World News. December 11th, 2024. 

    Overview of topics discussed at the recent plenary of the Council of Europe Platform on Ethics, Transparency and Integrity in Education

    Focusing on GenAI detection is a no-win approach for instructors

    Berdahl, L. University Affairs. December 11th, 2024

    Reflection on potential equity, ethical, and workload implications of AI detection 

    The Goldilocks effect: finding ‘just right’ in the AI era

    MacCallum, K. Times Higher Education. October 28th, 2024. 

    Discussion on when AI use is ‘too much’ versus when it is ‘just right’, and how instructors can allow students to use GenAI tools while still maintaining ownership of their work

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  • NM Vistas: What’s New in State Student Achievement Data?

    NM Vistas: What’s New in State Student Achievement Data?

    By Mo Charnot
    For NMEducation.com

    The New Mexico Public Education Department has updated its student achievement data reporting website — NM Vistas — with a renovated layout and school performance data from the 2023-2024 academic year, with expectations for additional information to be released in January 2025. 

    NM Vistas is crucial to informing New Mexicans about school performance and progress at the school, district and state levels through yearly report cards. The site displays student reading, math and science proficiency rates taken from state assessments, as required by the federal Every Student Succeeds Act. Districts and schools receive scores between 0 and 100 based on performance, and schools also receive designations indicating the level of support the school requires to improve.

    Other information on the site includes graduation rates, attendance and student achievement growth. Data also shows rates among specific student demographics, including race, gender, disability, economic indicators and more. 

    PED Deputy Secretary of Teaching, Learning and Innovation, Amanda DeBell told NM Education in an interview that this year’s recreation of the NM Vistas site came from a desire to go beyond the state’s requirements for school performance data.

    “We knew that New Mexico VISTAs had a ton of potential to be a tool that our communities could use,” DeBell said. 

    One new data point added to NM Vistas this year is early literacy rates, which measures the percentage of students in grades K-2 who are reading proficiently at their grade level. Currently, federal law only requires proficiency rates for grades 3-8 to be published, and New Mexico also publishes 11th grade SAT scores. In the 2023-2024 school year, 34.6% of students grades K-2 were proficient in reading, the data says.

    DeBell said several advisory groups encouraged the PED to report early literacy data through NM Vistas.

    “We were missing some key data-telling opportunities by not publishing the early literacy [rates] on our website, so we made a real effort to get those early literacy teachers the kudos that they deserve by demonstrating the scores,” DeBell said.

    The PED also added data on individual schools through badges indicating specific programs and resources the school offers. For example, Ace Leadership High School in Albuquerque has two badges: one for being a community school offering wraparound services to students and families, and another for qualifying for the career and technical education-focused Innovation Zone program.

    “What we are really trying to do is provide a sort of one-stop shopping for families and community members to highlight all of the work that schools are doing,” DeBell said.

    The updated NM Vistas website has removed a few things as well, most notably the entire 2021-2022 NM Vistas data set. DeBell said this was because the PED changed the way it measured student growth data, which resulted in the 2021-2022 school year’s data being incomparable to the most recent two years. 

    “You could not say that the schools in 2021-2022 were doing the same as 2022-2023 or 2023-2024, because the mechanism for calculating their scores was different,” DeBell said.

    However, this does leave NM Vistas with less data overall, only allowing viewers to compare scores from the latest data set to last year’s. 

    In January 2025, several new indicators are expected to be uploaded to the site, including:

    • Student performance levels: Reports the percentage of students who are novices, nearing proficiency, proficient and advanced in reading, math and science at each school, rather than only separating between proficient and not proficient.
    • Results for The Nation’s Report Card (also known as NAEP): Compares student proficiencies between US states.
    • Educator qualifications: DeBell said this would include information on individual schools’ numbers of newer teachers, substitute teachers covering vacancies and more.
    • College enrollment rates: only to be statewide numbers indicating the percentage of New Mexico students attending college after graduating, but DeBell said she later hopes the PED can narrow down by each K-12 school.
    • Per-pupil spending: How much money each school, district and the state spends per-student on average. 
    • School climate: Links the viewer to results of school climate surveys asking students, parents and teachers how they feel about their school experience.
    • Alternate assessment participation: Percentage of students who take a different assessment in place of the NM-MSSA or SAT.

    “We want VISTAs to be super, super responsive, and we want families to be able to use this and get good information,” DeBell said. “We will continue to evolve this until it’s at its 100th iteration, if it takes that much.”

    This year, the PED released statewide assessment results for the 2023-2024 school year to NM Vistas on Nov. 15. Results show 39% of New Mexico students are proficient in reading, 23% are proficient in math and 38% are proficient in science. Compared to last year’s scores, reading proficiency increased by 1%, math proficiency decreased by 1% and science proficiency increased by 4%.

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  • HESA’s AI Observatory: What’s new in higher education (December 1, 2024)

    HESA’s AI Observatory: What’s new in higher education (December 1, 2024)

    Good evening,

    In my last AI blog, I wrote about the recent launch of the Canadian AI Safety Institute, and other AISIs around the world. I also mentioned that I was looking forward to learn more about what would be discussed during the International Network for AI Safety meeting that would take place on November 20th-21st.

    Well, here’s the gist of it. Representatives from Australia, Canada, the European Commission, France, Japan, Kenya, the Republic of Korea, Singapore, the UK and the US gathered last week in San Francisco to “help drive technical alignment on AI safety research, testing and guidance”. They identified their first four areas of priority:

    • Research: We plan, together with the scientific community, to advance research on risks and capabilities of advanced AI systems as well as to share the most relevant results, as appropriate, from research that advances the science of AI safety.
    • Testing: We plan to work towards building common best practices for testing advanced AI systems. This work may include conducting joint testing exercises and sharing results from domestic evaluations, as appropriate.
    • Guidance: We plan to facilitate shared approaches such as interpreting tests of advanced systems, where appropriate.
    • Inclusion: We plan to actively engage countries, partners, and stakeholders in all regions of the world and at all levels of development by sharing information and technical tools in an accessible and collaborative manner, where appropriate. We hope, through these actions, to increase the capacity for a diverse range of actors to participate in the science and practice of AI safety. Through this Network, we are dedicated to collaborating broadly with partners to ensure that safe, secure, and trustworthy AI benefits all of humanity.

    Cool. I mean, of course these priority areas are all key to the work that needs to be done… But the network does not provide concrete details on how it actuallyplans to fulfill these priority areas. I guess now we’ll just have to wait and see what actually comes out of it all.

    On another note – earlier in the Fall, one of our readers asked us if we had any thoughts about how a win from the Conservatives in the next federal election could impact the future of AI in the country. While I unfortunately do not own a crystal ball, let me share a few preliminary thoughts. 

    In May 2024, the House of Commons released the Report of the Standing Committee on Human Resources, Skills and Social Development and the Status of Persons with Disabilities regarding the Implications of Artificial Intelligence Technologies for the Canadian Labour Force.

    TL;DR, the recommendations of the Standing Committee notably include: to review federal labour legislation to protect diverse workers’ rights and privacy; to collaborate with provinces, territories and labour representatives to develop a framework to support ethical adoption of AI in workplaces; to invest in AI skills training; to offer financial support to SMEs and non-profits for AI adoption; to investigate ways to utilize AI to increase operational efficiency and productivity; and for Statistics Canada to monitor labour market impacts of AI over time.

    Honestly – these are quite respectable recommendations, that could lead to significant improvements around AI implementation if they were to be followed through. 

    Going back to the question about the Conservatives, then… The Standing Committee report includes a Dissenting Report from the Conservative Party, which states that the report “does not go sufficiently in depth in how the lack of action concerning these topics [regulations around privacy, the poor state of productivity and innovation and how AI can be used to boost efficiencies, etc.] creates challenges to our ability to manage AI’s impact on the Canadian workforce”. In short, it says do more – without giving any recommendation whatsoever about what that more should be.

    On the other side, we know that one of the reasons why Bill C-27 is stagnating is because of oppositions. The Conservatives notably accused the Liberal government of seeking to “censor the Internet” – the Conservatives are opposed to governmental influence (i.e., regulation) on what can or can’t be posted online. But we also know that one significant risk of the rise of AI is the growth of disinformation, deepfakes, and more. So… maybe a certain level of “quality control” or fact-checking would be a good thing? 

    All in all, it seems like Conservatives would in theory support a growing use of AI to fight against Canada’s productivity crisis and reduce red tape. In another post previously this year, Alex has also already talked about what a Poilievre Government science policy could look like, and we both agree that the Conservatives at least appear to be committed to investing in technology. However, how they would plan to regulate the tech to ensure ethical use remains to be seen. If you have any more thoughts on that, though, I’d love to hear them. Leave a comment or send me a quick email!

    And if you want to continue discussing Canada’s role in the future of AI, make sure to register to HESA’s AI-CADEMY so you do not miss our panel “Canada’s Policy Response to AI”, where we’ll have the pleasure of welcoming Rajan Sawhney, Minister of Advanced Education (Government of Alberta), Mark Schaan, Deputy Secretary to the Cabinet on AI (Government of Canada), and Elissa Strome, Executive Director of the Pan-Canadian AI Strategy (CIFAR), and where we’ll discuss all things along the lines of what should governments’ role be in shaping the development of AI?.

    Enjoy the rest of your week-end, all!

    – Sandrine Desforges, Research Associate

    sdesforges@higheredstrategy.com 

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