Why the next generation of students won't "Google" you and what to do about it, followed by a case study in AI to support campaign delivery. For decades, HE marketers have adapted to the changes in search behaviour and the nuances of algorithms, from the first search bots to the social media boom. Now, we face the next great disruptor: Generative AI. This session explores the seismic shift in student behaviour as they move toward AI-generated answers, and the risks for institutions that fail to adapt. The first part of this session unpacks the "Anatomy of an AI Answer". We'll provide actionable steps to improve visibility through structured data and expert-led content relating to AEO and GEO. We then pivot to a live case study of AI-supported marketing at Newcastle University. We'll prove that AI is more than just a search threat it’s a powerful companion for campaign delivery.

In today’s advancement landscape, data is abundant - but alignment is rare. Colleagues across our teams each rely on distinct metrics, tools, and insights. Yet the greatest institutional impact happens when these perspectives are connected. This interactive joint session creates space for advancement colleagues to unpack the data, trends, and performance indicators shaping our work - and to consider how insight can travel more effectively across teams. Through a facilitated discussion and live Q&A, we will explore the most pertinent data and insights driving: Fundraising performance and pipeline health Alumni engagement and participation trends Brand, reputation, and digital marketing effectiveness Cross-functional reporting and storytelling for leadership Participants will gain practical insight into how shared metrics - such as engagement scoring, campaign performance data, donor lifecycle analytics, and audience segmentation - can be interpreted differently across teams, and how to use them more strategically to inform institutional priorities. Rather than operating in parallel, advancement teams can create exponential value when data, insight, and messaging are aligned. This session will help you connect the dots - turning information into shared strategy.

Content has been king in higher education marketing for some time, but how do we really know our content is landing with our target audiences? What role does user-led content, AI, media channels, diversity and budget play in content creation? This workshop will give you give you some practical examples and insights on how to plan, create and share great content that resonates and builds relationships with audiences rather than transactions. It will cover examples from both HE and private sector to give you the tools you need to craft killer content for your institution.