Survey of Use of Artificial Intelligence in College Marketing
A plurality of 22.86% chose somewhat useful while 14.29% chose extremely useful and the same percentage chose very useful. All of those choosing “extremely useful” were from colleges with fewer than 8,000 students. By college type, 60% of those from BA-level institutions felt that AI would be extremely or very useful in the future, the highest in the sample by type. Also, 21.05% of those from private colleges but only 6.25% of those from public ones felt that AI would be extremely useful to marketing efforts in the future.
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
- Table 1.1.1 Which of the following applications have you used routinely in your work? Bard
- Table 1.1.2 Which of the following applications have you used routinely in your work? Bard Broken out by enrollment
- Table 1.1.3 Which of the following applications have you used routinely in your work? Bard Broken out by tuition, $
- Table 1.1.4 Which of the following applications have you used routinely in your work? Bard Broken out by type of college or Carnegie Class
- Table 1.1.5 Which of the following applications have you used routinely in your work? Bard Broken out by public or private college
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