About the Episode
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About the Episode:
In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with Collegis Education’s Dan Antonson to unpack how artificial intelligence is transforming the entire student lifecycle—from initial inquiry to post-graduation. The conversation dives deep into how AI is enabling smarter personalization, unlocking insights from previously untapped data, and helping institutions move beyond guesswork to strategic student support. Whether you’re grappling with summer melt or thinking about AI ethics in higher ed, this one’s worth a listen.
Key Takeaways
- AI is revolutionizing enrollment marketing and student support by turning unstructured data (like call transcripts) into actionable insights.
- Personalization is getting smarter, moving far beyond “Hi [First Name]” to tailoring outreach by behavior, preferences, and decision stage.
- Dynamic student profiles powered by AI are helping institutions flag melt risks, improve engagement, and increase yield—up to 66% in some cases.
- AI isn’t replacing human touch; it’s enhancing it by freeing up staff to focus on high-impact, human-driven interventions.
- Ethical implementation of AI is critical—governance, bias detection, transparency, and data protection must be baked into every rollout.
- Start with your process, not the tech. Mapping the student journey before implementing AI ensures you’re solving real problems, not just chasing hype.
Where is AI currently making the biggest impact in higher education?
According to Dan Antonson, the real game-changer lies in AI's ability to unlock and analyze unstructured data—like recorded phone calls or chat logs—that was previously untapped. Schools have been recording calls for compliance for years, but only now can AI convert those conversations into scalable insights. Whether it's measuring student sentiment or improving outreach, AI is helping institutions make smarter, data-informed decisions at scale.
How can AI improve enrollment outreach and engagement?
AI allows enrollment teams to go beyond blanket messaging by understanding when and how individual students engage with content. By identifying behavioral patterns—like when a student visits the website or opens emails—schools can time their outreach more effectively. Antonson shared a use case where this kind of behavioral personalization improved initial contact rates by 20%.
Can AI help reduce summer melt and increase yield?
Yes—and significantly. One example Antonson shares involves building dynamic student profiles that track everything from email engagement to event attendance. These profiles can flag which admitted students are at risk of not enrolling, helping teams intervene with timely, relevant nudges. One institution saw a 66% improvement in yield using this AI-informed strategy.
What role does AI play in student retention and success?
AI tools like chatbots and predictive models are increasingly used in student support and onboarding. Beyond answering common questions, modern AI systems can proactively recommend tutoring, workshops, or wellness resources based on a student's behavior. This proactive, data-informed guidance is a proven predictor of higher retention rates and better academic outcomes.
How do you avoid making AI feel impersonal or robotic?
Antonson emphasizes that AI’s goal isn’t to replace humans but to support them. By handling routine tasks, AI frees up staff to focus on the complex, high-touch work students need most. Human-AI collaboration is key: AI assists with efficiency, while humans handle empathy and problem-solving.
What ethical concerns should higher ed leaders consider when adopting AI?
Ethics must be a front-and-center consideration. From data privacy to bias in AI models, Antonson calls for cross-functional governance committees that include faculty, students, and administrators. Transparency—how and when AI is used—should be a baseline requirement, along with regular audits and feedback mechanisms to ensure the tech supports institutional values.
What’s the best way to get started with AI if your resources are limited?
Antonson’s advice: don’t start with AI—start with process. Map out the student journey, identify friction points, and then explore whether AI can provide a meaningful solution. This approach ensures that AI is applied with purpose and avoids the trap of adopting technology just for the sake of it.
Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC
About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO 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 Talking Tactics and Higher Ed Pulse.
Enrollify is produced 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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