Why schools and colleges should take notice of ChatSpot and Generative AI

All over the news in 2023 we see reference to AI (artificial intelligence) and new technology such as ChatGPT and what it means for the future of all businesses. HubSpot just announced the launch of ChatSpot, which signals some exciting advances in using generative AI alongside CRM technology. But what does this mean for schools, colleges and universities?

So, let's start with the basics... what is Generative AI?

Generative AI refers to a class of artificial intelligence algorithms that can generate new, original content by learning from existing data. It uses machine learning to analyse large amounts of data and create something new based on that data.

Generative AI can be used for a variety of purposes, including creating text, art, and even music. It has the potential to revolutionize the creative industry by enabling artists, musicians, and writers to create new works quickly and efficiently.

Fun fact: the paragraph you just read was generated by AI! 👀

What is ChatGPT?

In short, ChatGPT is a large language model , designed to converse with humans in a way that is both informative and engaging. It is powered by advanced algorithms that allow it to understand and respond to a wide range of questions and topics, drawing upon a vast database of information to provide accurate and helpful responses.

ChatGPT from OpenAI has attracted 100 million users in just two months, making it the fastest growing product ever! That is pretty impressive! I tested it for the first time a few weeks ago and was in equal parts excited and nervous about the future and where AI will take us, but one thing we know for sure is that this new technology will only get bigger and better in the years to come.

What does this mean for education marketers?

We can't predict the future of course, but I believe there are three stand-out opportunities with generative AI that will offer huge potential to education marketers.

Firstly, using AI to support content generation.

Our clients across the world are always looking for new ways to engage audiences and blog content, well-crafted social posts, engaging videos and tailored emails are high priority. From attracting new leads, to continuing to communicate with them effectively and finding ways to resonate with customers long-term, content continues to be key to effective marketing campaigns. Schools, colleges and universities need strong story telling, narratives that appeal to their audiences and to be able to adapt to an ever-changing education landscape.

I believe that content generated with the helping hand of AI will unlock greater potential for small, stretched marketing teams in the education space. Not replacing carefully crafted content made by humans, but instead giving the inspiration, a strong starting point, and new angles to consider. The voice of the school or college itself should always be checked, approved, and crafted by its greatest asset - the employees and customers who know it best. But I do think where content is concerned, education organisations need to take note of AI and look at the new potential it brings.

Secondly, using AI for marketing and admissions operations

Streamlining the way marketing and admissions teams work is top priority for us, and we are seeing a real appetite within the education sector for embracing new technology. AI software like ChatGPT offers a way to search the web to draw information on just about any topic, providing you with answers.

I can see AI technology being popular in:

chatbots and providing effective customer service automation
CRM data cleansing
minimising manual data entry
alerting admissions teams of key things they may need to know (for example about changes in international education markets or local news updates relating to competitors)
generating personalised online experiences for prospects
in understanding personas in greater detail and making suggestions on how to improve customer experiences using this information
in allocating resources and ordering new resources (for example seeing that an open event is coming up, looking at numbers of expected visitors as well as past data and then checking stock levels of printed assets and ordering or printing some more)

In short, the opportunities for improving efficiency in operations are endless and certainly an area I think we will see evolving.

Thirdly, using AI for reporting

For education marketers and admissions teams reporting is key, not only to report to stakeholders, management and governors for forecasting, but also to continually review and improve marketing efforts.

Imagine just asking an AI bot "how many admissions leads converted in March 2023 compared to last year?" or "how many families with an annual household income of over £100k live within 5 miles of our school?" or "how do our email open rates compare the other colleges?" - and getting the answer in as much or little detail as you like within seconds.

Overall, AI has the potential to improve the efficiency, effectiveness, and personalisation of education marketing and admissions, while also enhancing the experience of prospective students and their families.

So what is Chatspot.ai and what does this mean for HubSpot users?

HubSpot are no strangers to leading a market into new technology and this week HubSpot's Co-Founder Dharmesh Shah revealed Chatspot.ai - a new platform in its early stages that can revolutionise the way HubSpot users work.

In short, ChatSpot combines the power of ChatGPT and HubSpot CRM. It lets you ask questions and provide instructions in natural language through a chat interface. It will allow users to enter a prompt and draw information from the web (via ChatGPT) and from your HubSpot portal to provide answers, content, reports and insights in just a few seconds.

Here's a video from Dharmesh, creator of Chatspot.ai - with some live demos of this exciting new tool in action:

What next?

This is early days in both generative AI and in ChatSpot, but it is currently available in Alpha (once ungated for selected users). We will be following ChatSpot's journey, testing it, and sharing some insights and suggestions as we learn more. In the meantime, we recommend you take a look at ChatGPT and think about how you could use it to streamline your marketing and admissions efforts.

If you are not a HubSpot user yet, but are ready to embrace better ways of working, we can help! Book an education specific demo using the button below.