Emerging Technology Benchmarking Report on AI in Marketing

This document is a benchmarking report that examines the role of artificial intelligence (AI) in marketing and enrollment management within higher education for the year 2024. The report presents findings from a survey conducted by UPCEA and EducationDynamics, which reveals a generally positive perception of AI among institutional representatives. However, it also highlights a significant gap between positive perceptions and actual adoption rates of AI tools, with many institutions citing challenges such as budget constraints, lack of understanding, and privacy concerns. The report details the current practices in marketing and enrollment management, noting that while a majority of respondents express receptiveness to using AI, only a fraction currently implement AI technologies. Key findings include the identification of personalized marketing as a major opportunity for AI adoption and the challenges posed by resource limitations and resistance to change. The report concludes with recommendations for marketing and enrollment leaders to enhance AI integration in their strategies.