From ChatGPT to Basic Blue Books: Colleges are Merging Digital Innovation with Old-School Fundamentals
- Ekaterina Konovalova, Martechify Director
- Content Strategy and Marketing, Other Martech, Strategy and Trends
Facing AI, rising graduate unemployment, and falling enrollment, universities are adapting… and so can you
With unemployment rates for recent graduates significantly higher, this is now the most challenging job market for college grads since 2015, according to the Federal Reserve Bank of New York.
At the same time, universities are facing the looming enrollment cliff, a demographic shift expected to reduce the number of college applicants between 2033 and 2039, with enrollment projected to drop by as much as 15%.
Together, these forces demand that universities adapt and reimagine both their processes and their curriculum. How can current students and recent graduates pursuing marketing and business degrees be reassured that their education will serve them well and help them stay competitive after graduation? Over the past three months, I have interviewed several university leaders who shared their perspectives on the state of higher education in the age of AI.
At the same time, universities are facing the looming enrollment cliff, a demographic shift expected to reduce the number of college applicants between 2033 and 2039, with enrollment projected to drop by as much as 15%.
Together, these forces demand that universities adapt and reimagine both their processes and their curriculum. How can current students and recent graduates pursuing marketing and business degrees be reassured that their education will serve them well and help them stay competitive after graduation? Over the past three months, I have interviewed several university leaders who shared their perspectives on the state of higher education in the age of AI.
Based on these interviews, four key themes emerged about how universities are responding to the AI revolution:
— Adopting their own generative AI platforms: Many launched them in August 2025, with companies like Microsoft, IBM, and other tech giants competing to capitalize on this trend and accelerate adoption—some even offering free AI tools to universities. The philosophy: if you can’t beat them, join them.
— Placing stronger emphasis on learning how to learn: As Dr. Brad Staats, Associate Dean at UNC Kenan-Flagler Business School, said, “The learn-it-all will always do better than the know-it-all.” This message is echoed by Dr. Art Markman, Senior Vice Provost for Academic Affairs at The University of Texas at Austin: “Earning a certificate in something like project management can help you get hired… but what sustains a career are the broader skills you build in a degree program: thinking critically, learning how to learn, communicating effectively, and solving problems creatively.” Read more here.
— Going back to the basics with blue books and Socratic discussions: As Dr. Brad Staats noted, “In some ways, it’s back to basics… we’re back to the Greeks.” Universities are revising curriculum, teaching, and testing methods, shifting from essays and multiple-choice tests to evaluations that include solving problems on paper in real time or delivering presentations to strengthen communication and interpersonal skills.
— Recognizing that despite rapid advancement, AI is still in its infancy: Dr. Joseph Yun, Director of AI at the University of Pittsburgh, compared learning AI to acquiring a new language: “When you’re a kid… it is easy because your brain just works that way. When you’re older, it’s so hard… And at some point in the future, it’s going to become so complicated, that if you didn’t start when you were young, you’re not going to be able to catch up.”
— Placing stronger emphasis on learning how to learn: As Dr. Brad Staats, Associate Dean at UNC Kenan-Flagler Business School, said, “The learn-it-all will always do better than the know-it-all.” This message is echoed by Dr. Art Markman, Senior Vice Provost for Academic Affairs at The University of Texas at Austin: “Earning a certificate in something like project management can help you get hired… but what sustains a career are the broader skills you build in a degree program: thinking critically, learning how to learn, communicating effectively, and solving problems creatively.” Read more here.
— Going back to the basics with blue books and Socratic discussions: As Dr. Brad Staats noted, “In some ways, it’s back to basics… we’re back to the Greeks.” Universities are revising curriculum, teaching, and testing methods, shifting from essays and multiple-choice tests to evaluations that include solving problems on paper in real time or delivering presentations to strengthen communication and interpersonal skills.
— Recognizing that despite rapid advancement, AI is still in its infancy: Dr. Joseph Yun, Director of AI at the University of Pittsburgh, compared learning AI to acquiring a new language: “When you’re a kid… it is easy because your brain just works that way. When you’re older, it’s so hard… And at some point in the future, it’s going to become so complicated, that if you didn’t start when you were young, you’re not going to be able to catch up.”
What can students or recent graduates do to ensure success at work and in life?
— Stay current with emerging tools: Learn new technologies and AI tools as they appear on the market.
— Develop people skills: Machines cannot replace them. Meet people in person, network, make phone calls, and establish true human connections.
— Strengthen critical thinking: Employers value those who can analyze information, ask the right questions, and make sound decisions in complex situations.
— Communicate effectively: Clear writing, confident speaking, and active listening will set you apart in a world where so much information is automated.
— Stay resilient and flexible: Change is constant. Those who can adapt to shifting environments and bounce back from setbacks will thrive.
The future belongs to graduates who see change not as a threat but as an opportunity. Those who embrace new tools, cultivate human connection, and keep learning will not just survive but lead in the years ahead.
— Develop people skills: Machines cannot replace them. Meet people in person, network, make phone calls, and establish true human connections.
— Strengthen critical thinking: Employers value those who can analyze information, ask the right questions, and make sound decisions in complex situations.
— Communicate effectively: Clear writing, confident speaking, and active listening will set you apart in a world where so much information is automated.
— Stay resilient and flexible: Change is constant. Those who can adapt to shifting environments and bounce back from setbacks will thrive.
The future belongs to graduates who see change not as a threat but as an opportunity. Those who embrace new tools, cultivate human connection, and keep learning will not just survive but lead in the years ahead.
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