About the Episode
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About the Episode:
Allison dives into a powerful session recap from the Engage Summit, spotlighting a thought-provoking conversation with Dr. Matthew Winn and JC Bonilla. The episode, titled “Do We Have an AI Problem or a Culture Problem in Enrollment?”, unpacks the real obstacles preventing effective AI integration on campuses—and it’s not what most assume. Instead of a tech challenge, Winn and Bonilla argue, higher ed institutions are facing a culture challenge that requires a deep mindset shift. If you're exploring how to use AI in higher education to drive better outcomes, this is a must-listen.
Key Takeaways
- Most campuses don’t have an AI or tech problem—they have a culture and mindset problem.
- Many enrollment teams are caught in “lift-and-shift” patterns: moving old processes into new tech without rethinking their purpose.
- Implementation fatigue is real—after pandemic pivots, CRM launches, and staffing cuts, teams need support, not just more tools.
- Smart AI use cases—like call routing in financial aid—can amplify human work, not replace it.
- Personalization at scale isn’t optional anymore. One-size-fits-all campaigns will quickly become obsolete.
- Enrollment marketers must lead the AI conversation by serving as the bridge between students and technology.
- AI should be treated as a partner and problem-solver, not a bolt-on product.
- Culture change is collective—transformation requires team-wide buy-in and support.
Do We Have an AI Problem or a Culture Problem in Enrollment?
Why isn’t AI working the way we expect in higher ed?According to Dr. Matthew Winn, it’s not because the tools are broken—it’s because the culture isn’t ready. Many institutions are applying outdated processes to new tech, expecting different outcomes. JC Bonilla calls this the “lift and shift” approach—moving systems without reassessing their value. As a result, institutions aren’t solving core problems; they’re just making old ones look shinier.
What’s really holding teams back from AI adoption?
Winn and Bonilla emphasize that fatigue is a major factor. After years of transitions—CRM launches, pandemic-driven shifts, and ongoing reorgs—teams are exhausted. Being told to become AI experts overnight only adds to the pressure. Without real space for learning and experimentation, even the best tools fall flat. The bottom line? You can’t innovate with a burned-out team.
How can AI actually enhance human connection?
Winn shares a compelling story: one campus discovered it was missing 80% of its financial aid calls. Instead of hiring more people, they implemented an AI call routing solution that provided context to human staff and improved outcomes dramatically. This isn’t about replacing people—it’s about amplifying their impact. When AI is used intentionally, it creates room for deeper relationship-building.
What does personalization at scale really look like?
JC Bonilla paints a vivid (and slightly mind-blowing) picture: one AI agent writing 100 email variations, another simulating performance, and a third picking the winner—all for one student. That’s the future of enrollment communication. Continuing to rely on blanket messaging simply won’t cut it. To stay competitive, marketers need to adopt AI-driven personalization strategies that reflect individual student needs and behaviors.
What’s the next step for enrollment marketers?
Enrollment teams are uniquely positioned to lead the AI revolution on campus. Why? Because they understand the student journey and where tech can help smooth the friction. The call-to-action here is clear: stop viewing AI as a gadget or feature—start treating it like a strategic partner. Pilot smart use cases, ask tough questions, and invite collaboration across teams. Culture change doesn’t happen in isolation—it takes a village, or in this case, a department.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Mission Admissions.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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