During a recent idea exchange session at the 2024 AMA Symposium for the Marketing of Higher Education, university marketers gathered to swap insights about AI use in higher ed marketing. While discussions ranged from clever prompt hacks to policy concerns, one comment had the room buzzing: Students are getting "the ick" from AI-generated content.
To quote Merriam-Webster, ick is “a sudden feeling of repulsion or disgust that sours one's attraction to something that was previously appealing.”
Gen Z's verdict is particularly clear on AI-generated images – they're not fans. They haven’t been as vocal about written content, but maybe that’s because they’re not reading the copy.
¯\(ツ)/¯
Why the Strong Reaction?
In this context, I think the antithesis of "the ick" is authenticity and creativity, and Gen Z has a finely tuned radar for it. Consider their context: They’re saturated by a never ending influx of carefully curated digital content - some of it hilarious, some of it enlightening, some of it “brain rot” - but nevertheless, engaging.
Gen Z is a generation exceptionally attuned to authenticity – or its absence. They can spot generic, AI-generated content from a mile away, and their reaction is visceral.
It's Not the AI, It's How We're Using It
The issue isn't AI itself. The problem lies in how institutions deploy it. If it’s as a shortcut to mass-produce generic content that lacks the personal touch students crave when making life-changing decisions, you’re at risk of being left on read.
Red flags in AI-generated content include:
- Overly formal or unnaturally perfect language
- Missing cultural nuances and emotional resonance
- Generic institutional personality
- One-size-fits-all messaging that could apply anywhere
- Net net, it’s boring
Finding the Sweet Spot
At the AMA Symposium, I could feel the relief and revival that AI has brought to scrappy marketing teams. For marketers doing a lot with a little, having a trusty thought-partner at the ready has activated creativity, personalization, channel scale, and even the ability to collaborate. (It’s pretty hard to collaborate if one more good idea from another team will crumple your soul).
AI is a helpful, fast, and capable (though imperfect) tool that most are embracing to do their jobs at greater scale and often with more ease. The key is using it strategically while maintaining authentic human connection:
- Use AI as an enhancer, not a replacer
- Let AI handle initial drafts (with strong direction)
- Have human writers add personality and institutional voice
- Prioritize authentic student voices
- Feature real student stories and experiences
- Share testimonials that AI couldn't replicate
- Be transparent
- Consider being open about how and why you're using AI
- Let authenticity guide your AI strategy
- Focus on unique value propositions
- Share specific, distinctive aspects of your institution
- Avoid generic content that could apply anywhere
- Most importantly? Talk to students
- Actively source their feedback
- Collaborate with them on content
- Listen to them
The Bottom Line
Today's students aren't anti-technology – they're anti-artificiality and increasingly tech-discerning. For every piece of generic content they encounter, they can find hundreds of relatable connections elsewhere.
The challenge for higher ed marketers isn't to abandon or fear AI, but to use it thoughtfully. After all, when students are making one of life's biggest decisions, they deserve more than augmented touchpoints – they deserve authentic connections with their future educational home.