AI in Higher Ed Marketing & Enrollment: A Tool, Not a Solution

By: Jami Hornbuckle, Ed.D. ??

Let me start by saying this: I love AI. I’m a fan. ChatGPT is my go-to collaborator. I spend an inordinate amount of time experimenting with the latest tools and AI-powered apps. Whether it’s rewriting the lyrics of Pink Pony Club to sing about life at 3 Enrollment Marketing or creating cartoon superhero versions of our team, AI helps me express my quirkiness. But that’s not the point of this post.?

AI has become a transformative force, sparking debates across industries about the future of work, creativity, and innovation. In higher education enrollment and marketing, it’s often touted as a game-changer—offering personalization, campaign optimization, and behavioral predictions at scale. But while its potential is undeniable, it’s essential to ground this excitement in reality.?

At 3 Enrollment Marketing, we embrace AI and thoughtfully integrate it into our strategies. However, we do so with the understanding that AI is a tool, not a solution. Its full potential emerges when it’s paired with human expertise—especially the expertise of our Difference Makers.?

Balancing AI with Human Expertise: 3E’s Approach?

We believe AI is most effective when used alongside skilled professionals who understand the nuances of higher education, from student behavior to institutional goals. This synergy is critical to ensuring that AI-driven insights translate into meaningful, impactful strategies.?

Why AI Alone Isn’t Enough?

• It Lacks Contextual Understanding: AI can process data at lightning speed, but it doesn’t grasp the cultural, social, or emotional contexts that drive student decisions. That’s where human insight comes in.?

• It’s Only as Good as Its Data: Poor-quality or biased data can lead to flawed conclusions, and AI alone cannot identify or correct these issues.?

• It Can’t Replace Creativity or Strategy: AI executes; humans envision. The creative storytelling and strategic vision needed to inspire prospective students still rest firmly with people.?

The Value of Difference Makers?

At 3E, we emphasize the role of our Difference Makers—people who combine deep industry expertise with a commitment to innovation. These are the professionals who ensure AI is applied ethically and effectively, enhancing, rather than overshadowing, the human touch that defines great marketing.?

• Defining Clear Goals: Our teams ensure AI aligns with institutional priorities, solving the right problems and generating actionable insights.?

• Interpreting and Applying Data: AI delivers outputs, but it takes human expertise to translate those into strategies that resonate.?

• Humanizing Campaigns: Emotional connections matter in higher ed marketing. AI provides scale, but it’s our Difference Makers who craft messages that build trust and inspire action.?

Leveraging AI for Integrated Marketing Excellence?

In our commitment to building trust and consistency, AI enhances our ability to create seamless, integrated marketing experiences across platforms. Whether it’s crafting personalized communications, optimizing campaigns in real time, or analyzing student behaviors, we use AI to support—not supplant—the work of our experts.?

Institutions looking to embrace AI should ask:?

1. How can AI complement our strategic goals??
2. How can we empower our teams to use AI as a force multiplier??
3. How do we balance automation with authenticity and ethical practices??

The 3E Difference?

AI is here to stay—it’s not just a trend but a foundational tool that will continue to shape our industry. At 3E, we are committed to leveraging AI’s strengths while balancing them with the insights, creativity, and strategy of our people. This partnership between technology and expertise ensures our clients see not just results but meaningful connections with their audiences.?

The future of higher education marketing isn’t AI versus human—it’s AI with human. At 3 Enrollment Marketing, we embrace both to drive innovation and results that truly make a difference.?

For more on how we deliver connect with me, or visit 3Enrollment.com.

Jami Hornbuckle, Ed.D. ?? is an expert on delivery. See all of our difference makers and experts. Let's work together to deliver your next class.