How Are College Marketing Offices Using AI?

p p strongCollege marketing offices are using general-purpose AI far more often than advanced personalized experiences, leaving a large gap between content assistance and strategic transformation./strong/p p Primary Research Group's survey of 35 colleges found that 60% routinely used ChatGPT. Yet only 5.71% were using AI to develop viewbooks or virtual tours. The contrast suggests that adoption begins with accessible tasks&mdashdrafting, revising and ideation&mdashbefore moving into systems that require data integration, brand control and production investment./p p Community colleges were more likely than other institutions to report substantial or dramatic productivity gains. That may reflect the value of inexpensive assistance for lean teams managing many channels. At the same time, 25.71% of college administrations had made no effort to encourage or guide AI use in marketing./p p Ungoverned experimentation creates avoidable risks: inaccurate claims, invented program details, inconsistent voice, copyrighted inputs and inappropriate use of prospective-student data. A light governance model can specify approved tools, prohibited data, human review and the kinds of claims that require source confirmation./p p The next competitive advantage will come from workflow design, not simply prompt volume. Marketing leaders should identify repeatable tasks, maintain approved source material and compare cycle time, revision rate, engagement and conversion before and after AI assistance. Colleges that combine speed with factual control can expand output without weakening trust&mdashthe asset on which recruitment ultimately depends./p p  /p/p