The Signal (formerly the EdTech Connect Podcast)

Your traffic is down. Your inquiries are flattening. But your applications haven't dropped. What's happening? The front door just moved—and most higher ed marketers haven't noticed. In this episode, Jeff Dillon welcomes Paula French, Director of Sales and Marketing at Search Influence, a digital marketing agency with more than 16 years of experience helping institutions stay visible online. Paula co-authored a groundbreaking study with UPCEA titled AI Search in Higher Education: How Prospects Search in 2025, and the findings are reshaping how colleges should think about discovery, trust, and ROI. Paula shares the data: one in three prospects now trusts AI tools for program search, 79% are reading Google's AI overviews, and more than half say they trust institutions cited there. But here's the catch—those prospects are showing up to your website already informed, which means they never registered as a click or an inquiry. The metrics marketers have relied on for two decades are breaking down. The good news? AI has the power to connect students with niche programs in ways Google never could. Paula walks through real examples—including how Tufts University recovered lost traffic by optimizing for AI—and offers a practical six-month playbook for institutions with limited budgets. She also tackles the hard questions: Where should you focus when you're spread thin? How do you measure success when the funnel is no longer a funnel? And why Q&A sections might be the "easy button" for AI visibility. For any enrollment marketer, digital strategist, or institutional leader trying to make sense of a post-AI search landscape, this episode is required listening. Key Takeaways AI Search Is Mainstream, Not Fringe: One in three prospects now trusts AI tools for program search, and 50% are using AI as part of their search process. This isn't early adoption anymore—it's the new normal. 79% of Prospects Are Reading Google's AI Overviews: And more than half say they trust institutions cited in those overviews. If your institution isn't being cited, you're not even in the consideration set. Your Traffic Will Drop—But That Doesn't Mean Interest Dropped: Prospects are showing up to your website already informed. They never registered as a click or an inquiry. Marketers who rely on top-of-funnel metrics alone will panic unnecessarily. AI Search Is SEO Plus, Not a Replacement: Everything you're doing for organic search helps AI visibility, and everything you do for AI helps organic rankings. It's a layering effect, not a channel shift. Focus on 1–5 Programs: Spreading yourself thin across dozens of programs is a losing strategy. Institutions that focus on a small set of programs, build a repeatable playbook, and execute consistently will see movement much faster. Consistency Across Channels Creates Patterns AI Can Read: If you talk about a program four different ways across your website, LinkedIn, and YouTube, AI will have a blurry picture. If you say the same thing consistently, AI learns to repeat it back to users. The Tufts Example: Recovering Traffic Through AI Optimization: Tufts recovered lost traffic by (1) writing content more directly for AI with clear program descriptions at the top of the page, and (2) adding detailed Q&A sections that answered the nuanced questions prospects are asking AI engines. Q&A Is the "Easy Button" for AI Visibility: When you write in Q&A format, you're forced to get detailed about what prospects are actually asking. AI engines expect that level of detail now—high-level content won't cut it. AI Can Connect Niche Programs That Google Never Could: People are now having highly specific, conversational search...

Charity Stutzman, Senior Director of Higher Education Strategy at Vector Solutions, unpacks the groundbreaking findings from the latest Campus Prevention Network National Insights Report. With over 15 years in student affairs—including as Assistant Dean of Students at the University of Texas at Arlington—Charity brings a frontline perspective to a dramatic cultural shift: students are increasingly choosing not to drink, driven by mental health, finances, and a desire for control. They dive into what this means for prevention work, the rise of cannabis use, and how campuses can move from fear-based messaging to support, belonging, and skill-building. Charity also shares how tools like AlcoholEdu and CannabisEdu provide real-time data to help institutions respond proactively, and why tying student wellbeing directly to career readiness is the future of higher ed strategy. For anyone in student affairs, prevention, or institutional leadership, this conversation is an essential look at the data reshaping student success. Key Takeaways A Rapid Cultural Shift is Underway – The number of students abstaining from alcohol has jumped significantly in just two years, with 64% of incoming students citing negative health consequences as a reason—up from 55% in 2023. Younger students are driving this change, breaking long-held stereotypes about college drinking culture. Prevention Must Shift from Risk Reduction to Reinforcement – With more students already making healthy choices, campuses should focus on reinforcing positive behaviors, building skills, and creating environments that support wellbeing—not just warning about risks. Cannabis Use Presents a Dual Challenge & Opportunity – As cannabis becomes legal and socially normalized, institutions need to provide education on safety, mental health connections, and risk reduction, tailored to their state and campus environment. Protective Factors Are Stacking Up – Students are prioritizing mental health, tight friend groups, financial pressure, and academics—making not drinking a logical choice. Campuses can leverage this by promoting healthy hubs like campus recreation centers. See Students as Whole Individuals – Support must move beyond isolated behaviors to address the mix of stress, identity, finances, and academic pressure. This requires breaking down silos and adopting a case-management approach to student care. Data-Driven Tools Enable Real-Time Insight – Platforms like Alcohol EDU and Cannabis EDU give campuses real-time data, benchmarking, and tailored pathways (e.g., for abstainers or survivors), helping them spot trends and adjust support before issues escalate. Upskill Faculty & Staff for Holistic Support – Faculty and staff should be trained to engage students across the eight dimensions of wellness and refer them appropriately, creating safe, supportive touchpoints throughout the student journey. Be Ready to Pivot Quickly – Higher ed moves slowly, but today’s student trends shift fast. Institutions need mechanisms to adapt policies, programs, and resources swiftly—even when outcomes are uncertain—to stay relevant and responsive. Find Charity Stutzman: LinkedIn https://www.linkedin.com/in/charity-stutzman-9a4a1121/ Vector Solutions https://www.vectorsolutions.com/ And find EdTech Connect here: Web: https://edtechconnect.com/

Jeff Dillon sits down with Michelle Craig, Director of Marketing and Commercial Operations at AppsAnywhere, to explore the seismic shifts happening in higher education as Generation Alpha prepares to enter college. With two decades of experience at companies like Blackboard, QS Unisolution, and Job Teaser, Michelle shares insights from her groundbreaking research into Gen Alpha—students born between 2010 and 2025. They discuss how this "Generation AI" is already using tools like ChatGPT, why 56% expect hybrid learning to be the norm, and the critical challenges institutions face around equity, access, and digital transformation. From rethinking IT strategy to marketing in the EdTech space, this conversation is a must-listen for anyone preparing for the future of student success. Key Takeaways Generation Alpha is “Generation AI” – The first Gen Alpha students will enter higher ed in 2028. Born alongside the iPad and Siri, they are early adopters of AI, with 73% already using or planning to use AI tools. However, they are also acutely aware of tech's downsides, with 72% worried about online safety and data security. Hybrid Learning is the New Baseline – 56% of Gen Alpha believes higher education should be offered in a hybrid format. They expect flexibility to learn anytime, anywhere, driven by personal circumstances like work schedules and the normalization of remote environments. Tech Equity is a Defining Challenge – 96% of Gen Alpha expects institutions to provide the devices and software needed to succeed. Equity isn't just an ideal—it's an operational necessity. Institutions must centralize IT, use data to optimize resources, and ensure access is agnostic of device or location. Institutions Must Set Clear AI Guidelines – With AI use already common in K-12, colleges need to establish clear policies on acceptable use, provide approved AI tools in centralized platforms (like Apps Anywhere), and offer guidance to prevent confusion around plagiarism or cheating. Student Satisfaction Will Hinge on Seamless Digital Experiences – Gen Alpha’s expectations for digital experiences include fast performance, easy navigation, and high-speed Wi-Fi as a given. Institutions will be judged on their ability to deliver consistent, high-quality interactions across physical and digital spaces. Marketing in EdTech Requires Patience & Partnership – Selling to higher ed is not like selling to startups. Buying cycles are longer, stakeholders are layered, and success depends on building long-term partnerships, co-designing solutions, and aligning with institutional mission—not just pushing product. The Pace of Change is Accelerating – Digital transformation in higher ed is happening faster than ever. Institutions must become more agile, data-informed, and student-centric to keep up with technological and generational shifts. Centralization and Agnostic Systems Are Key – To support diverse device ecosystems (BYOD) and evolving software needs, IT departments should aim for centralized, agnostic platforms that provide equitable access, reduce waste, and simplify management. Find Michelle Craig: LinkedIn https://www.linkedin.com/in/michelle-craig-4a186312/ AppsAnywhere https://www.appsanywhere.com/ And find EdTech Connect here: Web: https://edtechconnect.com/

In this episode of EdTech Connect, host Jeff Dillon sits down with Sharon Harrison, CMO at Gravyty, to explore the dramatic evolution of AI in higher education. Sharon, who played a key role in unifying the leading platforms Ivy.ai and Ocelot under the Gravyty brand, traces the journey from the early days of simple "chat boxes" to today's sophisticated conversational AI agents. They discuss how this technology has shifted from a novelty to mission-critical infrastructure, helping schools tackle urgent challenges like summer melt, the enrollment cliff, and 24/7 multilingual support. Sharon shares surprising use cases, from addressing student food insecurity with empathy to uncovering actionable recruitment insights from chatbot data. The conversation dives deep into practical questions: How do you measure true ROI beyond simple deflection counts? What does "hybrid AI" really mean for seamless student support? And, crucially, what guardrails must institutions have for data privacy, accessibility, and bias? For any campus leader wondering where to start with AI, this episode is a masterclass in strategy, integration, and impact. Key Takeaways AI Has Evolved from "Chat Box" to Core Infrastructure: Conversational AI in higher ed has rapidly progressed from a simple FAQ tool ("chat box") to a virtual assistant, and is now moving toward autonomous AI agents. This shift, accelerated by COVID and the enrollment cliff, makes AI a strategic necessity, not a novelty. The "Why" is Democratizing Access & Solving Urgent Pain Points: The most powerful AI use cases solve critical institutional pain points while democratizing access. Examples include providing 24/7 support for time-pressed families completing FAFSA, offering shame-free access to basic needs resources, and proactively engaging at-risk students before they fall through the cracks. True ROI is Measured in Impact, Not Just Volume: Success metrics must go beyond "questions answered." Institutions should focus on deflected calls translated into staff hours and salary savings, increased application submission rates, shortened student worker onboarding, and uncovering demographic insights for targeted recruitment. "Hybrid AI" is the Key to Safe, Effective Conversations: Modern chatbots use a hybrid algorithm that blends retrieval-based AI (for accurate, curated answers from the institution's knowledge base) with generative AI (for a natural, conversational flow). This approach provides guardrails, ensures brand-aligned tone, and prevents hallucinations. Integration Over Replacement: Successful AI doesn't replace existing systems (CRM, SIS, LMS); it sits on top of them. The goal is to unify fragmented data, make legacy investments more valuable, and provide a seamless, single point of contact for the student across all campus silos. Critical Guardrails: Ask "How," Not Just "If": When vetting AI vendors, leaders must ask how the AI works. Key safeguards include ensuring the AI is grounded only in the institution's content (not the open web), verifying current VPAT/accessibility compliance and SOC 2 certification, and thoroughly understanding data privacy and FERPA adherence. Drive Adoption to Realize Value: Simply deploying a chatbot isn't enough. Institutions must proactively drive student adoption through social media campaigns, commercials, and integration into student workflows to achieve the deflection and engagement metrics that deliver ROI. Start with an Internal Audit: For smaller institutions or those just beginning, the best first step is an internal audit. Discover what tools and systems already exist across campus departments. Leveraging existing, vetted contracts can speed up procurement and ensure smoother int...

France Hoang, a former White House Counsel, Army Special Forces veteran, and now the co-founder and CEO of Boodlebox, brings a unique perspective forged by a lifetime of service and leadership, now focused on one of education's most urgent questions: How do we get the human-AI relationship right? They dive into why the traditional educational model—information, struggle, assessment—is fundamentally disrupted by AI, and the dangers of students outsourcing their critical thinking. France outlines the three pillars of being "AI ready" and explains why educators are more important than ever, not less. He shares powerful stories from campuses using Boodlebox to create transparent, ethical AI collaborations, resulting in zero academic integrity cases and dramatically improved student comfort with AI. For any leader wondering how to move from simply providing AI access to truly transforming teaching and learning, this conversation is a masterclass in strategy, ethics, and human-centric innovation. Key Takeaways The Goal is a Partnership, Not Just a Tool: AI in education should aim to create a human-AI partnership that extends and amplifies human potential, allowing students and professionals to spend 80% of their time on high-value creative and critical work, not administrative drudgery. Educators Are More Important Than Ever: In the age of AI, the educator's role is not diminished but elevated. They are the essential source for building domain expertise (being better than the AI), teaching responsible AI enablement, and fostering the durable human skills (critical thinking, creativity, collaboration) that AI cannot replicate. AI Readiness is a People Problem, Not a Platform Problem: True institutional AI readiness is not about buying software or providing access (students already have that). It's a cultural and pedagogical transformation that requires partnership, piloting, peer-to-peer learning, and a multi-year rollout focused on integrating AI thoughtfully into teaching and learning. Reintroduce "Productive Struggle": Since AI tools are designed for ease and productivity, educators must intentionally design learning environments that reintroduce challenge. Platforms like Boodlebox allow for guardrails and transparency, letting teachers see the process of how students use AI as a thought partner, not just the final product. Start with Pilots and Use Cases, Not Campus-Wide Rollouts: The most successful AI adoption starts small. Identify a high-impact use case, partner with a group of pioneering faculty, and let success grow organically through peer influence. Avoid the "solution in search of a problem" approach of broad, untargeted rollouts. Measure Human Impact, Not Just Usage: While metrics like logins are important, true success should be measured by qualitative human outcomes aligned with the institution's mission. This includes changes in student confidence, job interview success stories, ethical AI use, and the quality of collaborative problem-solving. Equitable Access is a Foundational Concern: There is a real risk of a "digital divide" where students who can pay for premium AI tools get better outcomes. Institutions have a responsibility to provide equitable, high-quality AI access to all students to ensure opportunity is based on merit and work, not on financial resources. The Future is Personalized, Differentiated, and Portable: AI enables a future where learning is personalized at scale (like a TA for every student), differentiated by discipline (e.g., AI simulations for history, data analysis for chemistry), and portable—allowing students to take a curated toolkit of their AI-augmented academic work with them into their careers as a lifelong learning resource....