About the Episode
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About the Episode:
In this episode, Ray is joined by Anika Jackson, Executive Director at The ICL Foundation, to explore how brands can stay human in a world increasingly driven by technology. From Gen Z’s demand for authenticity to the growing role of AI in marketing, we unpack what it truly takes for brands to build trust — and what happens when they fall short. Anika shares real-world insights on user-generated content, purpose-driven messaging, and why standing firm in your values matters more than ever.
Join us as we discuss:
- [2:17] How to balance AI-generated content and authenticity
- [11:34] Columbia vs. Harvard and strategic responses to political pressure
- [15:25] Why AI can’t replicate human creativity, strategy, and iteration
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How are brand communication strategies evolving for Gen Z?
Gen Z is raising the bar when it comes to brand expectations. According to Jackson, this generation demands transparency, sustainability, and authentic storytelling—no more polished PR speak. Whether it’s sourcing materials responsibly or featuring real customer reviews, brands must show (not tell) what they stand for. The key takeaway? Gen Z wants to feel something real when they interact with a brand—whether that's a university, a retail store, or a tech platform.
Short-form video, social media engagement, and personalized digital experiences are essential tools. Institutions looking to recruit Gen Z students must adopt these tactics or risk fading into irrelevance. Authenticity is the baseline—if your values don’t show up in your marketing, Gen Z will notice…and they’ll scroll past.
What role should AI play in brand marketing?
AI has transformed content creation—but it’s not a silver bullet. Jackson emphasizes that while AI can streamline ad generation and customize digital experiences, it cannot replace human-led strategy and innovation. In fact, the most impactful content often comes from real users, not machine-generated models.
Anika’s advice? Use AI to enhance your existing content, not to replace human creativity. In higher ed, this means using AI to personalize student outreach or create data-informed messaging—but still relying on people to bring emotion and narrative into the storytelling. The most successful brands will strike the right balance between automation and authenticity.
How do brands avoid coming off as performative in their values?
Gen Z and Millennial consumers have a sharp eye for “greenwashing” or performative allyship. Brands that tout social impact or sustainability without real action are losing trust fast. Jackson points to examples like Patagonia and Costco—companies that consistently live their values—and contrasts them with brands that are now backpedaling on DEI efforts due to political pressure.
This challenge extends to higher ed institutions too. When schools like Columbia and Harvard respond to external pressures in ways that either uphold or dilute their core values, students take note. Jackson argues that staying true to your mission—even when it’s hard—is what builds long-term trust. Flip-flopping? That only waters down the brand.
What are the brand implications of AI’s environmental and ethical impacts?
Interestingly, AI itself is now under the sustainability microscope. As awareness grows around the environmental cost of training large language models, brands using AI are being asked to reconcile their tools with their values. Jackson acknowledges that this adds another layer of complexity—but also an opportunity.
Transparency is key. If a university or company is using AI to innovate, it should also be able to articulate how it’s mitigating its environmental impact. It’s not about perfection—it’s about progress and honesty. For higher ed marketers, this means being upfront with students about how AI is used in communication, advising, and course design.
Will AI replace human creativity in branding?
Definitely not, says Jackson. While AI can do a lot—from creating pitch decks to generating ad scripts—it can’t replicate human insight. Creativity, emotional intelligence, and real-world experience are irreplaceable in strategic brand storytelling. Jackson emphasizes that the best campaigns emerge from iteration, testing, and innovation—all of which require human input.
In the classroom and the boardroom, AI is a tool, not a teacher. Higher education marketers should embrace AI to increase efficiency, but they must still lead with a human-centered approach. The best brand experiences will come from integrating both.
How can small schools and businesses compete with big-budget brands?
Jackson delivers a masterclass in brand amplification for underdogs. Her top tips? Get on podcasts, start a LinkedIn newsletter, and actively engage in online forums like Reddit and Quora. These tactics aren’t just affordable—they’re high-impact.
Additionally, partnerships can be a game-changer. Whether it’s co-hosting events or cross-promoting with aligned organizations, collaboration creates shared visibility. For higher ed, this might look like academic-industry alliances or teaming up with student influencers to boost credibility and trust.
Lastly, she stresses that storytelling should always start with the student or customer as the hero. Institutions that lead with “here’s who we are” instead of “here’s how we help you” are missing the mark. Think less about features, more about transformation.
Connect With Our Host:
About The Enrollify Podcast Network: Mastering the Next 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 The EduData Podcast and Generation AI.
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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