The AI-Empathy Paradox: Artificial Intelligence in Student Engagement

Artificial intelligence in student engagement is transforming the way higher education institutions communicate with prospective and current students. But can AI actually make marketing more human, empathetic, and effective?

For many higher ed marketers, the idea of integrating AI into their strategy comes with hesitation. 

Will AI strip away the personal touch that makes student engagement meaningful? 

These concerns are understandable—after all, higher ed marketing is about building relationships, and the idea of relying on AI can feel like handing over those connections to an impersonal algorithm.

The truth is, AI is not meant to replace human interaction—it’s designed to enhance it. 

Instead of making engagement robotic or distant, AI-powered tools can help institutions personalize communications at scale, ensuring students receive relevant, timely, and emotionally resonant messaging. 

Rather than eliminating empathy, AI amplifies it, freeing up marketers to focus on the high-value, human-to-human connections that truly make a difference in student engagement.

In this episode of The Higher Ed Marketer podcast, Jaime Hunt, Founder and President of Solve Higher Ed Marketing, joins me and Troy Singer to discuss how AI-driven tools can enhance empathy, improve communication strategies, and free up marketers to focus on real student connections.

Let’s explore how AI can help—not hinder—the human side of higher ed marketing.

Rewriting the Narrative: AI as an Empathy Tool

When marketers consider using artificial intelligence in student engagement, they often assume automation replaces personalization. 

The fear is that AI-driven tools will create generic, robotic messaging—the opposite of what students need when making one of the most important decisions of their lives. 

But as Jaime Hunt explains, AI actually allows higher ed marketers to focus on deeper, more meaningful connections by handling the repetitive, time-consuming tasks that often pull teams away from strategic, student-focused initiatives.

“If you’re going to rewrite your entire comm flow with an empathy lens, are you really going to do that by hand? AI lets you make that transformation faster and more effectively.” – Jaime Hunt

Rather than sending the same email to every student, AI helps tailor communications based on where a student is in their journey. 

A prospective student who has just signed up for a webinar about financial aid has different concerns than one who has already been admitted but is struggling to complete housing forms. 

AI-driven segmentation ensures that each student receives relevant, timely, and personalized messages that actually resonate.

Additionally, AI empowers institutions to be proactive rather than reactive. By using predictive analytics, schools can anticipate student concerns before they escalate. 

For example, if a student hasn’t engaged with application reminders, AI can trigger a different approach—perhaps a text message with a personalized link to connect with an admissions counselor. 

This ensures that marketing and engagement efforts aren’t just automated but strategic, thoughtful, and empathetic.

At its core, AI isn’t about replacing human connection—it’s about enhancing it. 

By freeing up marketing teams from repetitive tasks, AI allows professionals to focus on what they do best: building relationships, fostering trust, and guiding students toward success.

From Transactional to Transformational Marketing

Many higher ed communications are purely transactional—emails that simply list missing documents, deadlines, and forms. 

While necessary, these messages often feel cold and impersonal. 

Instead of making students feel excited about their journey, these types of interactions can turn the admissions process into a frustrating checklist, stripping away the emotional connection students crave when making such a life-changing decision.

Jaime Hunt challenges institutions to rethink their approach:

“We should be celebrating students’ application milestones, not just reminding them about deadlines. Small moments of encouragement go a long way.”

How Artificial Intelligence in Student Engagement Creates Meaningful Interactions

Students today—particularly Gen Z and Gen Alpha—expect personalized, responsive, and emotionally engaging interactions. 

They are used to platforms like Netflix, Spotify, and Amazon, which tailor content based on their behaviors and preferences. 

Higher ed must catch up by shifting from a cold, transactional approach to one that fosters trust, motivation, and excitement.

So, how can institutions move beyond checklist-style communication and create transformational engagement?

• Celebrate Small Wins – Instead of just confirming a completed step, send encouraging, celebratory messages. Example: “Your transcript is in! You’re one step closer to your future at [University Name]—we can’t wait to see you on campus!”
• Use Emotionally Engaging Subject Lines – Rather than “Missing Financial Aid Documents”, try “You’re Almost There! Let’s Wrap Up Your Financial Aid” to make the message feel more positive and supportive.
• Humanize the Communication – Include real names and faces in emails, such as a message from a current student, professor, or admissions counselor, to make the process feel more personal.
• Create AI-Powered Interactive Content – Use AI-driven chatbots or interactive portals where students can receive personalized guidance, rather than relying on generic mass emails.
• Leverage Behavioral Triggers for Follow-Ups – If a student hasn’t opened an email about their missing documents, an AI system can adjust the messaging based on their past engagement—offering a more personal and engaging nudge rather than sending the same email again.

By applying these strategies, institutions can transform routine administrative tasks into moments of excitement, reassurance, and support, making students feel valued rather than like just another applicant in the system.

How Artificial Intelligence in Student Engagement Supports Accessibility and Inclusion

Another overlooked advantage of AI in student engagement is its role in accessibility and inclusion. 

Many institutions struggle to meet the needs of diverse student populations, including students with disabilities, non-native English speakers, neurodiverse learners, and those from underrepresented backgrounds. 

AI-powered tools can help bridge these gaps, ensuring every student has an equitable, personalized experience.

How AI Supports a More Inclusive Student Experience

1. Adaptive Content for Different Learning Styles

Every student absorbs information differently, yet traditional higher ed communication often favors a one-size-fits-all approach. 

AI can automatically adjust content delivery based on student preferences, ensuring better accessibility and comprehension.

• Text-to-speech and speech-to-text tools allow students with visual impairments or learning disabilities to consume content in their preferred format.
• AI-driven note-taking tools generate summarized transcripts and highlight key points, helping students who struggle with information retention.
• Personalized learning modules adapt coursework based on how a student interacts with material, offering additional support when needed.

2. Real-Time Language Translation

Higher education institutions serve a linguistically diverse audience, including international students and multilingual families. 

AI-powered real-time translation tools ensure language barriers don’t hinder engagement or access to essential information.

• AI-driven chatbots and virtual assistants can provide instant translations of admissions forms, financial aid documents, and course materials.
• AI-powered real-time captioning ensures non-native English speakers can fully engage in lectures, webinars, and live events.
• Institutions can use AI-generated multilingual marketing content to ensure that prospective students receive personalized messages in their preferred language.

3. Sentiment Analysis for Student Well-Being

AI-powered sentiment analysis helps institutions proactively address student concerns before they escalate into retention risks. 

By analyzing emails, chat messages, social media posts, and student surveys, AI can detect signs of stress, frustration, or disengagement—enabling institutions to step in with timely support and intervention.

• AI can identify patterns in student sentiment and flag at-risk students for personalized outreach by counselors or advisors.
• AI-powered tools can monitor student engagement levels in online coursework and trigger automated encouragement messages or resources for those struggling.
• Chatbots can provide mental health check-ins, directing students to campus resources based on their concerns.

“20% of students report having some form of disability. AI-powered accessibility tools ensure we serve them better.” – Jaime Hunt

By embracing AI, institutions not only enhance engagement but also create a more equitable, student-centered experience—one where all students, regardless of their background or abilities, feel supported and empowered to succeed.

AI as a Tool for Human Connection

The idea that AI and empathy are opposites is a false narrative. In reality, AI gives higher ed marketers the power to be more human, not less.

“AI isn’t replacing human connection—it’s amplifying it. The universities that use AI strategically will be the ones that thrive.” – Jaime Hunt

By freeing up time, optimizing engagement, and ensuring accessibility, AI allows institutions to prioritize what matters most—building meaningful student relationships.

Now is the time for universities to embrace AI-driven empathy and reshape the future of higher ed marketing.

🎧 Listen to the Full Episode

Want to hear Jaime’s full insights? Tune in to Episode #199 of The Higher Ed Marketer podcast now!

Empower Your Team with AI-Driven Marketing

Higher ed marketing is evolving, and artificial intelligence in student engagement is key to creating more personalized, empathetic student experiences. 

But AI is only as effective as the people using it. 

That’s why Caylor Solutions offers a Custom 6-Hour AI Masterclass, equipping your team with the skills to use AI strategically—enhancing, not replacing, human connection.

In this hands-on training, your team will learn AI best practices, prompt design, and top tools on Day 1, followed by real-world applications tailored to your institution on Day 2. 

Whether it’s automating repetitive tasks, improving accessibility, or crafting high-impact, student-centered messaging, this workshop helps your staff work smarter while keeping engagement personal.

Your institution already has a powerful story to tell—AI can help you tell it better and with greater impact. 

Ready to build an AI strategy that strengthens student relationships? 

Book a Custom AI Masterclass today!

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