Live at AMA: AI Tools Higher Ed Marketers Should Be Using Right Now

In this episode of AI For You, recorded live at the AMA Symposium for the Marketing of Higher Education, host Brian dives into a thought-provoking conversation with Brandon Etheredge, Director of Digital Content Strategy at Auburn University. Brandon shares how AI has transformed his approach to content creation and digital strategy, offering insights into leveraging AI tools like ChatGPT to streamline workflows, enhance creativity, and maximize impact—all while saving valuable time.
Key Takeaways

• Efficiency in Content Repurposing: Learn how AI can atomize and repurpose content for multiple platforms with minimal effort.
• Tools of the Trade: ChatGPT, even in its free version, is a powerful ally for content strategists and marketers.
• AI as a Supplement, Not a Replacement: AI accelerates tasks but requires human oversight to align with institutional culture and voice.
• Emerging AI Innovations: Tools like Adobe’s beta features for photo and video editing are game-changers in extending creative possibilities.
• Strategic Time Savings: AI allows small teams to work smarter, producing quality content while freeing up hours for high-value tasks.

How is AI Being Used in Higher Education Marketing at Auburn? 
Brandon Etheridge explains how AI has become integral to his daily workflow at Auburn University. By using ChatGPT, he repurposes content from interviews, articles, and videos into social posts, quotes, and other formats. The aim is to atomize content—breaking it into smaller pieces for distribution across platforms—without consuming hours of manual effort. For Brandon, this strategy aligns with a key takeaway from a previous AMA Symposium: maximizing every piece of content.


AI’s efficiency shines in automating tedious tasks like reviewing transcripts and identifying key insights. For example, Brandon uses AI to highlight quotes about student experiences or alumni success, ensuring he can focus on more strategic initiatives.


What Tools and Processes Enhance AI Integration? 
Brandon primarily relies on the free version of ChatGPT. He uploads transcripts, video scripts, or articles and prompts the tool to extract relevant insights or create tailored social posts. The tool acts as a "virtual team member," accelerating processes without the need for additional budget lines.


However, Brandon emphasizes the need for human oversight. AI-generated drafts often serve as a starting point, requiring refinement to meet Auburn’s brand standards. While AI can save hours of work, it lacks the nuanced understanding of Auburn’s campus culture, making human editors indispensable for storytelling and strategy.


How Does AI Address Resource Limitations? 
With a small and scrappy team, AI has been a game-changer for Brandon. Managing Auburn’s social media, photo and video production, and media relations, he uses AI to free up time for tasks that require his direct involvement—like event photography or media pitching. This balance allows his team to operate at a higher capacity without additional staff.


For instance, preparing social media for Auburn’s magazine release has been streamlined with AI. Instead of playing catch-up post-launch, Brandon has posts ready ahead of schedule—a stark contrast to previous years.


What’s on the Horizon for AI in Higher Education Marketing? 
Brandon is especially excited about emerging AI tools in photo and video editing, like Adobe’s beta features. These tools enable marketers to extend video clips, modify photos for multiple formats, and even generate missing frames—all of which enhance creative possibilities without additional resources. He anticipates these advancements will redefine how teams approach visual storytelling, further amplifying their impact.


Additionally, Brandon sees potential in AI-driven analytics. Automating data extraction and visualization allows marketers to focus on strategic decisions rather than manual number crunching—a crucial advantage for teams with limited bandwidth.







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