GEN-AI—The Impact, the Perks, and the Concerns.

Let’s break this down into digestible chunks, shall we? There’s a lot to unpack here, and as you can imagine, the landscape is constantly evolving. So, let’s start from square one. We’re diving into how GenAI is shaking things up in school marketing and communications—looking at the impact, the perks, and, yes, some of the concerns around using AI-generated content for school storytelling, branding, and comms. Before we get into the nitty-gritty of implementation, tools, and the values that should drive how we use GenAI, let’s set the stage.

Part 1: GEN-AI—The Impact, the Perks, and the Concerns.

It’s no surprise that people are jumping on the GenAI bandwagon, even for everyday tasks like writing emails, drafting responses, or, in schools, creating lesson plans, grading, and report cards. And it’s definitely no secret that companies everywhere—across branding and comms—are sinking resources into GenAI, whether it’s investing in the tech itself or training teams to use it. 

Now, when we bring it back to agencies (yep, like us), we’re seeing a surge in investment in generative AI tools to streamline the way we work, pump up content creation, and sharpen media monitoring. From Signal AI for media tracking and reputational analysis, to Muck Rack’s AI tools enhancing media relations, to Stagwell’s PRophet used for influencer discovery, campaign management, and press release distribution—everyone’s leaning in. It’s all about boosting efficiency, accuracy, and personalizing content in PR campaigns.

Now, let’s zoom in on schools. The same applies. With smaller teams, deadlines to hit (with the manpower you’ve got!), and the need to be outrageously creative, why not build some structure into your workflow? Integrating GenAI into your weekly tasks could be a game changer.

The Impact? The potential to revolutionize your school marketing team by streamlining content creation, enhancing personalization, and boosting overall efficiency, enabling you to do more with fewer resources.

The Perks? Let’s break it down—GenAI can be a game-changer for your school marketing. By integrating it into your systems, you can streamline repetitive tasks, freeing up time to focus on what truly needs your attention. Whether it’s automating content creation, simplifying administrative processes, or personalizing outreach, GenAI lets you re-prioritize, allowing you to add that personal touch where it really matters once everything’s structured and running smoothly.

Now, let’s address the concerns. Schools diving into generative AI for marketing may face several concerns, but if you address them before you begin, you can find the solutions before it gets messy!

1. Loss of Authenticity: Over-reliance on AI-generated content can lead to messaging that feels impersonal or disconnected from the school’s unique voice and culture.
   
   Dux Take: Use AI for efficiency but ensure a human touch is added to fine-tune content. Keep storytelling personal and aligned with the school’s unique voice, values, and culture.

2. Data Privacy Issues: AI tools typically need access to student and parent data, which can raise concerns about security and meeting privacy regulations like GDPR.
   
   Dux Take: Make sure you’re on top of data security and only use AI tools that play by the rules—think GDPR compliance and all that good stuff. Be upfront about how you’re handling data to build trust with parents and students. And don’t go it alone—team up with your IT director or tech admin to get everything set up right from the start. Once the groundwork is laid, things will run smoother, promise!

3. Quality Control: While AI can generate content quickly, it may lack the nuance and context that human oversight brings, potentially resulting in inaccuracies or tone-deaf messaging.
   
   Dux Take: Always review AI-generated content before publishing. Assign a team member to oversee the process, ensuring accuracy and that the content aligns with the school's tone and messaging. It may sound like more work, but actually, the amount of time you can cut down on, development will free you up.
   

4. Ethical Concerns: AI in marketing brings up transparency issues, especially if audiences don’t know when content is AI-generated, potentially shaking trust.

Dux Take: We’ll dig deeper into this in a future post, but for now, keep it transparent. For certain content, like AI-generated artwork, let people know. It keeps trust intact and shows that your school is embracing tech without losing authenticity. But don’t worry, not every AI-created piece needs a disclaimer. There’s more to unpack here, so stay tuned!

1. Dependence on Technology: There's a risk that schools might lean too heavily on AI, which could stifle creativity and critical thinking within their marketing teams.

Dux Take: We’re all about creativity—that’s our lifeblood! So, don’t let AI be the reason you hit pause on being creative. The whole point of using AI is to give you more time to spark fresh ideas and dive into the fun stuff. Let AI handle the mundane, repetitive tasks, but keep your marketing team focused on innovation, big ideas, and staying human. After all, it’s those creative, critical thinkers that make your campaigns stand out.

The trick? Thoughtful implementation. By balancing these concerns, you can make sure generative AI boosts your school’s marketing game instead of holding it back. It’s all about using AI to enhance what you do, not take away from it.

In Brandon Doerrer’s Ad Week article, How PR Pros are Learning to Use Generative AI, he focuses on the overwhelming amount of GenAI options out there, but how there are few training options to effectively use AI. We are interested in learning more from you: 

1. Are you using GenAI? 

2. How are you using GenAI? 

3. Have you received training in Generative AI? 

4. Have you found it has worked?

5. Are you having issues with GenAi, tell us more… 

Check out our article on ways to apply GenAI in a school marketing setting!