About the Episode
About the Episode: In this episode of Breaking Silos, Shane is joined by Brian Piper and Megan Crawford from the University of Rochester and the University of Rochester Medical Center. Brian and Megan are spearheading an interdepartmental AI Council, aiming to formalize and standardize the use of AI in marketing and communications across the campus.
This council, sponsored by senior university leaders, is enhancing collaboration between departments and campuses, with the ultimate goal of integrating AI into marcomm workflows safely and ethically. Tune in as Brian and Megan discuss the history and formation of the AI marcomm stakeholder group, the executive sponsorship backing their efforts, the specific tools and guidelines being tested, and the future objectives of their groundbreaking initiatives.
A Legacy of AI at the University of Rochester
The University of Rochester has a rich history of utilizing AI, dating back to the 1980s. However, the advent of generative AI in 2022 marked a significant turning point. Brian Piper, who has been at the forefront of this transformation, explored the potential of tools like ChatGPT, MidJourney, and DALL-E, realizing their immense value in marketing, data analysis, and content personalization.
To harness this potential, Brian proposed the creation of a MarCom AI committee in early 2023. This committee, comprising about 20 members from diverse university departments, was tasked with integrating AI into their workflows and fostering cross-campus collaboration. This initiative laid the groundwork for the broader AI council, which includes representatives from various domains such as clinical, research, academic, administrative, and marketing communications.
Bridging Gaps and Fostering Collaboration
Megan Crawford joined the university with a mission to break down silos within the medical center. Coming from a business background, she was struck by the lack of awareness among researchers about the resources available to them. Her role involved not only marketing the center's technologies externally but also ensuring that internal stakeholders were informed and engaged.
The collaboration with Brian and the AI committee provided Megan with a broader network of marketers and innovators across the university. This network enabled knowledge sharing and joint problem-solving, highlighting the importance of breaking down barriers to foster innovation and efficiency.
The Role of AI in Enhancing Workflows
One of the AI council's primary goals is to integrate AI into MarCom workflows across the university. Megan emphasizes the urgency of ensuring that no one is left behind in this technological shift. The council focuses on both the potential benefits and the ethical considerations of AI, particularly in handling sensitive data within the medical center.
Brian and his team have been proactive in developing institutional guidelines for the use of generative AI. These guidelines, formulated within the first three months of the council's formation, have been adopted by the university and are set to be publicly available. Additionally, the council has created training modules to educate staff on the risks and best practices associated with AI tools.
Leadership Buy-In and Institutional Support
Gaining support from university leadership has been crucial to the success of the AI initiative. Brian underscores the importance of demonstrating AI's capabilities and showcasing what peer institutions are doing. This approach helps highlight the risks of not embracing AI, such as falling behind in preparing students for a tech-driven future.
Megan shares that leadership buy-in at the medical center has been pivotal in de-stigmatizing AI. By encouraging open dialogue about AI's potential and addressing fears about job displacement, leaders have fostered a supportive environment for AI adoption.
Looking Ahead: Goals and Impact
The AI council at the University of Rochester has ambitious goals. They are currently testing various AI tools, including ChatGPT, Claude, Gemini Pro, and Copilot, to identify the most effective solutions for different use cases. This ongoing exploration aims to equip the university with the best tools and practices for AI integration.
Both Brian and Megan see AI as a means to enhance competitive advantage and improve workflows. Megan highlights the transformative potential of AI in healthcare, from disease investigation to personalized patient care. Brian envisions the university acting as a resource for the local community, sharing their knowledge and helping local businesses leverage AI for efficiency and growth.
Key Takeaways:
- AI Integration: The University of Rochester is leveraging AI to foster collaboration and break down silos across campus.
- Guidelines and Training: Institutional guidelines and training modules ensure the safe and ethical use of AI.
- Leadership Support: Buy-in from university leadership is crucial for de-stigmatizing AI and encouraging adoption.
- Future Goals: The AI council aims to identify the best AI tools and practices to enhance competitive advantage and community engagement.
Discover how their work is set to revolutionize marketing strategies and foster innovation at the University of Rochester.
About the Show: We hear it every day across campuses: “We need to be working more collaboratively.” The higher education industry is notoriously siloed, with colleagues struggling to connect, duplicating services or having disjointed messaging.
Breaking Silos aims to showcase the remarkable work of marketing professionals and their non-marketing colleagues from different departments across campus, who come together to achieve common goals, implement new initiatives, enhance the student experience, and foster better collaboration among teams.
Each episode features a marketer and their non-marketing colleague to talk about their partnership. This unique format will inspire marketers to try new things and connect with colleagues in new ways, while also allowing non-marketing professionals an inside look at some of the most collaborative projects in higher education marketing.
Connect With Our Host:
Shane Baglini
https://www.linkedin.com/in/shanebaglini/
About The Enrollify Podcast Network: Breaking Silos 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 Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.
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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