Learning Objective: Understand the challenges facing Marketing and Communications colleagues within the sector as well and introduce the concept of integrated advancement teams.

In this plenary session on AI and Generative AI we will explore the transformative potential and practical applications within marketing and communications in Higher Education. Focusing on broadening your understanding of AI and Generative AI capabilities, we will highlight specific use cases that illustrate the application of AI, and key risks that should be considered in implementation. Through ideation and sharing perspectives we will identify where AI could be leveraged in your own institutions. Learning objective: Gain a better understanding and the potential and practical applications for the use of AI in marketing and communications.