HubGem's Take on AI for Education

Written by Olly Featherstone | Aug 27, 2024 9:53:16 AM

Understanding AI

What is AI? Artificial intelligence is a term that in recent years has seen a huge rise in use within our languages. It is often (mistakenly) used to describe software and programs that are not really AI. Large language models (LLMs) for example are not actually artificial intelligence, they don't ‘think’, they just quickly pull relevant information based on the prompt, and the data that was used to train them. True AI can perform tasks that we used to think were only possible for human cognition and can learn to do this through unstructured data. With this small distinction aside, this piece will use the term AI to describe many of the LLMs or chatbots that have become common place, as well as exploring features now built into HubSpot CRM, that can help perform content creation or automation.

The goal here is to show how AI overall can be hugely beneficial for education, and education providers. But we must also be aware of the pitfalls with current interactions of AI and learn to use them effectively.

AI in the Classroom

Let’s first look at ways AI can be used in the classroom or by students and for users of software in the education space.

Data Manipulation and Large-Scale Editing

AI tools can be used to help with large scale editing or problem solving for things like excel formulas or editing large spreadsheet fields, so they are compatible with other programs.

Huge timesaver compared to manual editing or creation
Allows asking specific questions that are difficult for traditional search engines
LLMs can sometimes provide confidently incorrect answers
Quality of LLM outputs depends on the training data
Answers may be factually incorrect but seem correct based on available data
Over-reliance on AI could diminish independent thought and critical thinking
May limit creativity
Not a replacement for personal work, but a useful tool to enhance creation

Adaptive Learning Platforms

AI-driven adaptive learning platforms utilise machine learning.
These platforms adapt teaching methods in real time based on each student's unique abilities and understanding.
Automation of marking and grading processes saves teachers significant time.
Teachers can allocate more time to direct student interaction, enhancing educational outcomes.

Chatbots for Student Support

Chatbots help support students with queries, significantly reducing the need for back-and-forth emails with tutors or administrators.
Quickly addresses Q&A type concerns, directing students to relevant information.
Speeds up response times for students, allowing educational providers to focus more on teaching.
Minimal downsides to using chatbot solutions.
Proper setup of Q&A chatbots and grading software is crucial for effectiveness.
Clear benefits when implemented accurately.

Potential Pitfalls of AI

Bias in Decision-Making

Now used in the right way AI can be very powerful but has the potential for bias in decision-making that could affect the kinds of programs above. This arises from the data on which these systems are trained. AI algorithms learn patterns and make predictions based on historical data. If this data reflects existing biases, such as those related to race, gender, or socioeconomic status, the AI may learn and perpetuate these biases in its outcomes.

The consequences of AI bias can be significant. In hiring, biased AI can lead to discrimination against qualified candidates. In law enforcement, it can result in unfair targeting of specific communities. In financial services, biased algorithms can lead to unjust lending practices, where certain groups are denied loans or charged higher interest rates unfairly. Education is not exempt from such concerns. Addressing AI bias requires careful attention at every stage of the AI development process, from selecting diverse and representative datasets to regularly auditing and refining algorithms to mitigate biased outcomes. Transparency in how AI systems make decisions and involving diverse teams in AI development can also help reduce the risk of bias.

Cheating and Plagiarism

Some AI concerns specific to how it could be used in education also arise. The biggest one, certainly with the rise of LLMs like ChatGPT, has been cheating or plagiarising essays and papers. Even homework could be completed very quickly, and with no real learning from the student, by getting LLMs to right it all for them. On the flip side, it is still pretty clear when something has been copied directly from an AI chatbot, and teachers are pretty good at spotting the type of copy each student produces themselves. However, as LLMs get better and better this problem will get increasingly harder to spot and will always be hard to prevent from home.

Inaccurate Information

If used exclusively, without reference to approved texts, AI could actively teach students incorrect information, and potentially expose them to dangerous ideologies or dramatically wrong historical context. Making providers aware of this and passing this on to students is crucially important to help stem this, which does require some constant effort from the teacher.

AI in HubSpot CRM for Education

Now let’s look at how marketing and admissions teams can use AI built into HubSpot, to improve efficiency in their admissions and marketing processes. At HubGem, when we onboard our clients and show the value of using HubSpot within education, we always make sure they are aware of the AI content creation, and efficiency saving tools. Using AI in the way it’s implemented in HubSpot, is really a tool to aid in your work, and doesn’t suffer as much from some of the drawbacks mentioned previously about more general AI issues.

Streamlining Marketing Content Creation

HubSpot has only really started to touch the surface of AI for content creation. But one of the great features already implemented is content assistant.

AI assists in generating ideas and structuring content for blogs and emails within HubSpot.
Enhances marketing email subject lines with keywords to improve open rates.
Aids in adjusting the tone of content.
While helpful, AI content creation is not fully reliable for accuracy or engaging human-like voice; may appear robotic.
Useful for overcoming writer's block or accelerating content production.

AI-Powered Lead Scoring Tool

The AI powered lead scoring tool in HubSpot could be a gamechanger for your admissions teams.

AI-driven feature uses machine learning to analyse and rank prospective students' interactions and behaviors.
Helps admissions teams prioritise outreach to promising candidates, boosting recruitment efficiency and effectiveness.
Customisable to include criteria like academic performance, extracurricular involvement, and geographic location.
Aids in streamlining admissions processes, focusing on high-quality leads, and enhancing student engagement strategies.

Blogging Tools

Blogging also holds a lot of worth across search engines and websites, HubSpot has multiple features to help write posts and optimise them for the best reach.

AI assistant can fully write or help spark ideas for blogs.
Meta description generator creates compelling descriptions and titles.
Content remix feature retargets content for different audiences and formats.
AI converts blog elements into assets for social media and marketing emails.
Adjusts content to fit new audiences while maintaining brand consistency.
AI tools enhance content production, save time, and reduce costs.

Hopefully by the end of this piece you feel excited about the prospect of what AI can offer students, teachers, and organisations in the education space. While you do have to be careful with overusing and be clear on what you want to get out of AI, the time savings and analysis AI can support with are huge and only really getting started.

FUN TASK: One of the above paragraphs in each section, was written completely by ChatGPT, can you identify which ones they are?

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