The study looks at how 35 colleges and universities are using applications such as Bard, ChatGPT, AI-enabled Bing and others in their college marketing efforts. The study pinpoints exactly how much time survey participants are spending on artificial intelligence applications and what they are using them for. The report presents distinct datasets measuring use of each of ChatGPT, Bard, Bing and Llama. It also presents data for use for a myriad of marketing applications, such as developing personalized content, making blog or social media posts, developing chatboxes for inquiries, running digital ad campaigns and other applications. Survey respondents estimate how much more (or less) productive use of AI has made them, discuss the level of support they receive from college administration, and reveal their expectations for use of AI in the future. Data is broken out by size, tuition level and type of college or university, and for private and public colleges.
Just a few of this 89-page report’s many findings are that:
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60% of respondents were using ChatGPT routinely in their work.
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Respondents from community college were more likely than others to feel that AI had made them substantially or dramatically more productive.
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Overall, 5.71% of respondents have used AI to enhance viewbooks or virtual tours.
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A plurality of 25.71% felt their college administration was not making any efforts at all in developing artificial intelligence for college marketing.