How AI Is (And Isn't) Changing The Way Prospective Students Apply For University

3,000 Students Joined This Uni Discord in 3 Weeks

In this episode, I’m joined by Emma Kelly, Communications and Marketing Officer in The University of Manchester's accommodation, to talk about she used Discord to rethink student induction. Faced with low engagement on Facebook, rising comms fatigue, and inboxes receiving more than 400 emails a day, they trialled a new approach built around real-time, two-way communication. We explore how the server was set up, how students actually used it, and what happened when thousands joined and started asking questions, sharing information, and supporting each other. Emma also reflects on what worked, what didn’t, and what they’re changing for the next intake. We cover: * Why previous induction comms weren’t working * Moving from one-way channels to two-way conversation * Launching and managing a Discord server at scale * The impact on student experience and staff workload * Challenges around moderation, volume, and out-of-hours demand * What’s next for 2026

The Spotify Paradox: Why Universities Are Still Organising Like Blockbuster Video

In this episode, Gareth Hughes is joined by digital experience and AI consultant Tom Noble-Sabokbar to explore why so many university websites still feel like Blockbuster in an age of Spotify. They discuss how universities continue to organise digital content around internal structures, while students search by intent, questions, and need, and why that mismatch is costing institutions attention, trust, and applications. The conversation looks at how students actually behave online, the role of search and discovery in recruitment and engagement, and what it really means for universities to design digital experiences around student journeys rather than org charts. Tom also shares practical steps universities can take to improve their digital experience, including how AI and conversational search tools can help students find the answers they need faster, without a full website rebuild.

University Comms Predictions for 2026

Universities are heading into a year of major shifts in communications. Gareth and Josh Patmore break down the three trends that will shape 2026: the rise of university owned video formats, how attention fragmentation is changing audience behaviour, and why storytelling is becoming an essential skill for comms teams. This episode offers clear insights for anyone working in university communications, marketing or content who wants to understand what is coming next and plan with confidence.

How AI Is (And Isn't) Changing The Way Prospective Students Apply For University

Students are using AI tools like ChatGPT to decide where to study, compare universities, and check entry requirements - often before they ever reach your website. Flo Vincent from the University of Edinburgh shares what she’s learned from researching how applicants are using AI, what it means for content and recruitment teams, and how universities can prepare for what’s next. * How students are really using AI in the application process * Why university content can confuse AI - and students * What comms and marketing teams can do to stay visible

Rebuilding Trust Between Students and Leaders

What happens when a Vice Chancellor sits down with students to tackle their toughest questions - on camera? In this episode of The University Comms Podcast, Gareth Hughes speaks to Jules Maclachlan, who has led a step change in leadership engagement. From the award-winning Oxford Road Chats video series to “Ask Me Anything” open meetings, we explore how real dialogue, unscripted conversations, and visible leadership are reshaping the relationship between students and their university. We talk about the risks, the reactions, and the results - and what other institutions can learn if they want to build trust in challenging times.