Operationalizing AI in marcom: From experiments to integrated workflows

Many higher ed marketing and communications teams are experimenting with AI tools — yet workflow friction, revision cycles and capacity constraints remain. This session examines how integrating AI directly into marcom workflows can improve both quality and productivity. We'll explore how structured AI integration has helped us:

• Reclaim capacity for important but previously neglected tasks (e.g., metadata refinement, quick-page audits, structured review checkpoints).
• Reduce revision cycles and improve consistency through constrained custom GPTs.
• Improve turnaround time without sacrificing quality.
• Equip students and campus contributors with brand-aligned tools.

Using real examples, we'll outline a practical framework for identifying repeatable tasks and designing workflow-aligned GPTs for sustainable adoption. You will leave with a clear understanding of where AI creates measurable workflow gains — and one concrete step for embedding it into your own division.