Marketing with Integrity: Using AI Transparently to Build Trust

As artificial intelligence transforms higher ed marketing, public trust is hanging in the balance. According to the 2024 Ethical Marketing Survey conducted by Washington State University’s Carson College of Business, a striking 76% of Americans believe organizations should disclose their use of AI.

In this post, we unpack insights from Jaime Hunt, host of Confessions of a Higher Ed CMO, and Eric Hollenbeck, research communicator at WSU, as they explore how higher ed marketers can lead with integrity while harnessing AI's potential. From building trust through transparency to tailoring your message for different generations, Jaime and Eric provide actionable strategies for navigating the ethical dilemmas shaping the future of higher ed marketing. Ready to elevate your strategy? Let’s dive in.

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Top Insights for Higher Ed Marketers: 

• Transparency is key: 76% of Americans want organizations to disclose their use of AI in marketing, making clear policies a critical priority.
• Generational differences matter: Millennials are more comfortable with AI than older generations, so tailor communication strategies accordingly.
• Define clear disclosure policies: Higher ed marketers should proactively disclose AI use in external-facing content, such as AI-generated campus images or AI assistants.
• Ethics and empathy drive success: Prioritizing transparency and ethical practices builds trust and fosters long-term organizational success.
• Leverage interdisciplinary expertise: Partner with other academic units to promote media literacy and combat misinformation.

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What Did the 2024 Ethical Marketing Survey Reveal About AI Transparency?

Eric Hollenbeck highlights a standout finding: 76% of survey respondents believe organizations should disclose AI use in their marketing efforts. For higher education, this represents a call to action. While AI tools like AI assistants, content simplification tools, or image generators are valuable, the lack of consistent disclosure undermines public trust. Higher ed marketers must adopt transparent policies, especially when using AI in external-facing materials like campus marketing or student-facing web personalization.

Transparency can take many forms. For instance, AI assistants often include disclaimers about their AI capabilities, but marketers must go further by detailing the benefits of AI tools to different audiences. As Eric explains, being upfront about AI’s role — even in tasks like simplifying complex financial aid information — only builds credibility. Higher education institutions have a unique responsibility to lead by example in ethical practices, setting a standard that businesses and other sectors should follow.

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How Can Higher Ed Marketers Tailor Transparency Strategies for Different Generations?

The survey also highlighted generational differences in comfort with AI. Millennials, who use AI more frequently in their daily lives, are generally more accepting of AI tools. In contrast, older generations may harbor skepticism, fearing misuse or breaches of privacy. Eric advises tailoring marketing messages to these varying perspectives.

When marketing to first-generation college students, messages should emphasize clear pathways to success, accessible support services, and affordability. Highlighting resources like dedicated advisors, financial aid options, and mentorship programs can address their unique concerns. Conversely, for students with parents who attended college, messages could focus more on academic excellence, campus amenities, and career placement rates, aligning with their likely familiarity with the college experience. Tailoring these messages ensures that the marketing resonates with each audience’s perspective and priorities.

For younger audiences, emphasize how AI solves problems, such as providing 24/7 support through AI assistants or creating personalized student experiences. For older generations, focus on how AI minimizes human error and ensures accuracy. The overarching strategy should be audience-first: disclose AI use through the lens of its benefits rather than treating it as a technological novelty.

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What Are the Broader Ethical Challenges in Higher Ed Marketing?

While AI was a primary focus, the survey also examined ethics in marketing beyond technology. Jaime and Eric discuss the critical role of transparency in recruitment marketing. For instance, using AI-generated campus images without a disclosure could mislead prospective students about their future environment. Similarly, crafting “idealized” student profiles using AI should prompt a reevaluation of ethical boundaries.

Ethical marketing isn’t just about avoiding harm — it’s about fostering trust. 

Fostering trust enhances enrollment and retention by building confidence in the institution’s commitment to student success. Trust encourages prospective students to choose a school they believe will deliver on promises, while current students are more likely to stay when they feel supported and valued through clear communication, personalized engagement, and reliable resources. This strong relationship reduces uncertainty and strengthens loyalty, directly improving both enrollment and retention rates.

Eric suggests revisiting institutional policies regularly, creating interdisciplinary committees to guide ethical decision-making, and incorporating diverse perspectives in these discussions. By doing so, higher ed marketers can ensure their practices align with public expectations while maintaining their institutions’ integrity.

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How Can Higher Ed Institutions Combat Misinformation and Build Media Literacy?

One of the most surprising findings of the survey was that only 57% of respondents felt confident in identifying misinformation online. This statistic underscores the urgent need for higher ed institutions to promote media literacy among students, prospective students, and alumni.

Eric shares examples from Washington State University, where interdisciplinary collaboration is key. Their communication, business, and public policy programs work together to educate both students and the public on issues like media transparency, data privacy, and ethical communication. Programs like WSU’s Skills and Knowledge Accelerator integrate business education into non-business disciplines, empowering a broader audience to critically evaluate media and marketing messages.

For higher ed marketers, promoting media literacy isn’t just a societal responsibility — it’s a way to build deeper connections with students and audiences by equipping them to navigate an increasingly complex information landscape.

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Why Is Ethical Marketing a Long-Term Strategy?

Ethical practices might not yield flashy short-term results, but they pave the way for lasting success. Jaime and Eric emphasize that in higher education, where public trust is paramount, institutions must uphold the highest standards of honesty, transparency, and authenticity.

By prioritizing transparency in AI use, higher ed marketers not only meet audience expectations but also strengthen their institution’s reputation as a credible and trustworthy leader. Eric urges marketers to maintain a long-term perspective: policies and practices around ethics and transparency must evolve with emerging challenges. Building diverse, inclusive teams to review these policies can help ensure they remain relevant and effective.

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Ready to Lead with Transparency?

This episode of Confessions of a Higher Ed CMO is packed with actionable insights for higher ed marketers navigating ethical dilemmas in AI use and beyond. From fostering transparency to combating misinformation, the strategies discussed can help your institution build trust and credibility in an age of skepticism.

To dive deeper into the findings from the 2024 Ethical Marketing Survey, visit Washington State University’s Carson College of Business website or connect with Eric Hollenbeck on LinkedIn. Don’t forget to listen to the full episode for even more ideas on balancing innovation with integrity in higher ed marketing.

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FAQ

1. Why is transparency about AI important in higher ed marketing?
Transparency builds public trust, with 76% of Americans wanting organizations to disclose their use of AI in marketing efforts.

2. How can higher ed marketers address generational differences in AI attitudes?
By emphasizing AI's benefits—such as problem-solving for younger generations and accuracy for older audiences—marketers can tailor messaging to build trust across demographics.