Case Study: How Universities Use Generative AI

When exploring how universities use generative AI in their marketing efforts, Point Loma Nazarene University (PLNU) offers a standout example of thoughtful adoption and real-world integration.

Rather than chasing trends or launching flashy tools, PLNU’s approach is rooted in curiosity, strategy, and scalable transformation.

Dave Gladson, Associate Vice President for Marketing at PLNU, is not just talking about AI—he’s embedding it into the daily workflows of his 18-person marketing team to unlock creative energy and operational efficiency.

In this episode of The Higher Ed Marketer podcast,  we sat down with Dave to unpack how PLNU is doing more than experimenting with AI. They are actively using it to scale marketing efforts, train better thinkers, and accelerate institutional growth.

The conversation is grounded, real, and full of takeaways for any marketer curious about turning AI from a buzzword into a breakthrough.

A Decade in Higher Ed, and Always Understaffed

Dave Gladson isn’t worried about AI replacing jobs on his team.

In fact, it’s the opposite.

In the 11 years I’ve been at PLNU, we’ve never had enough people to do all the things. So I’m not concerned about AI replacing our jobs. I see it as a way we might finally catch up and do all the things that would benefit the institution.

That framing sets the tone for how universities use generative AI to support lean teams—not by reducing headcount, but by increasing bandwidth.

Gladson’s team uses generative AI as an accelerator, freeing up capacity to think more strategically and create more meaningfully.

The goal isn’t to replace marketers—it’s to make room for them to do their best work.

From writing assistance to copy testing and strategic brainstorming, AI is now baked into their daily operations.

And yet, the path to adoption hasn’t been built on urgency. It’s been built on experimentation and trust.

Collaborative Bots and Strategic Play

The most common mistake people make with AI?

Expecting magic.

[You could write a prompt like] ‘Give me a perfect email.’ But the bot doesn’t know your writing style, your university, or your audience. The answer’s probably going to suck.

Instead of asking AI for final products, Dave recommends reframing the use of tools like ChatGPT and Claude as collaborative partners, like junior teammates helping you workshop ideas.

This approach illustrates how universities use generative AI to elevate internal team collaboration, not just automate outputs.

His team uses bots to:

• Draft outlines for blog posts or strategies
• Debate pros and cons of campaign ideas before team meetings
• Test messaging variations before going live
• Ask for target audience feedback (i.e., “From a 14-year-old’s perspective, which of these headlines resonates most?”)

This shift in mindset—from AI as a tool to AI as a collaborator—has made a huge difference in team adoption.

It’s also helped reduce decision fatigue by providing a place to test and discard bad ideas early.

“Whether the bot is right or wrong,” Dave notes, “I feel like I learn something every single day and it makes me a better thinker.

AI Culture Starts with Psychological Safety

We asked Dave a key question: What’s making AI work at PLNU when so many other schools are stuck in pilot mode?

The answer: culture.

Dave fosters a culture of strategic play—one where experimentation is encouraged, failures are normal, and exploration is built into the day.

We encourage play. Yes, we had use cases that were serious, but I think the idea of playing with AI is so important because you discover new things.

One example?

A staff-wide exercise to use AI to turn themselves into action figures.

It had nothing to do with email marketing or ad copy, but it built comfort, lowered the stakes, and helped the team get past the “this is wrong” phase so many users encounter on their first prompt.

This is a powerful example of how universities use generative AI as a training tool in a way that builds familiarity and confidence before applying it to mission-critical tasks.

There’s motivation to push through two or three bad iterations to get to a better one. Then when it comes time to use AI on something strategic, they’ve already built the muscle.

Scaling Creativity, Not Just Efficiency

One of the most compelling ideas from the episode is how AI allows Dave’s team to test ideas faster and build confidence earlier in the creative process.

Take copy testing.

Instead of launching three ad variants and waiting a week to see which works best, PLNU might use a bot to role-play different audiences and help narrow down what might perform best before spending a dime.

The AI doesn’t replace testing, but it gets them closer to the bullseye on the first throw.

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It’s a form of scaling that’s less about volume and more about velocity.

Generative AI is helping universities like PLNU bring their best ideas to market faster, with fewer false starts and more strategic alignment.

AI also shortens the feedback loop for strategic thinking.

When Dave has a new campaign idea, he often “talks it out” with a bot before bringing it to his leadership team.

That makes for sharper conversations, fewer false starts, and more refined outcomes.

Start with 5% of Your Day

For institutions still hesitating, Dave offers some incredibly practical advice:

Even if it’s only 5% of your day, set aside 15 minutes to take one of the problems on your plate and play with it using AI. I think you’ll find you at least get to time equity, if not time savings.

Rather than waiting on perfect policies or top-down mandates, Dave believes in bottom-up adoption:

• Start with a small win.
• Document the result.
• Share the story.

That’s how universities use generative AI to scale adoption—organically, from the ground up.

That’s how PLNU has grown their AI usage—not by fiat, but by proof.

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Advice to Marketing Leaders: Build the Roles You Need

The conversation wrapped with this golden piece of advice for any marketing leader thinking about restructuring their team or introducing new tech like AI:

It’s easy to try to build around the people you have. But it’s so critical to build for the team you need.

Whether it’s centralizing your marketing function or integrating AI tools, Dave emphasizes the importance of defining roles clearly, creating clarity around expectations, and not locking yourself into inefficient structures just because “that’s how it’s always been.”

For colleges and universities considering how to use generative AI more strategically, this team-first mindset is a vital step toward long-term integration.

From Experimentation to Integration

At Point Loma Nazarene University, AI is no longer a shiny object or an optional extra—it’s integrated into how the marketing team thinks, works, and grows.

Dave Gladson’s leadership shows that AI adoption isn’t about being the most innovative or having the biggest budget.

It’s about being open, intentional, and willing to play.

For higher ed marketers, this episode offers a simple but powerful takeaway:

Start small.

Play often.

Share what works.

AI isn’t here to replace you—it can actually make you more you.

For even more insights from Dave Gladson, listen to the full episode on The Higher Ed Marketer podcast.

Bring the Future of Higher Ed Marketing to Your Campus or Conference

Inspired by how Point Loma Nazarene University is using AI to fuel smarter strategy and scalable creativity?

Imagine your entire team getting equipped with that same clarity, energy, and forward momentum.

As the host of The Higher Ed Marketer podcast and founder of Caylor Solutions, I’d be happy to offer your institution dynamic, customized keynote presentations designed to help educational leaders not just talk about the future, but build it.

With over 35 years of marketing experience and a front-row seat to innovations like generative AI, these keynotes are ideal for institutions looking to move from curiosity to action.

Whether you’re interested in how universities use generative AI, how to attract mission-fit students, or how to do more with less, our speaking events deliver inspiring and practical sessions that resonate with marketers, admissions teams, presidents, and provosts alike.

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• Plus, custom presentations tailored to your institution’s unique challenges

Each session runs 60–90 minutes, packed with real examples, clear takeaways, and actionable tools your team can start using right away.

If your team is ready to start scaling its impact—just like Dave Gladson’s team at PLNU—bring Bart in to spark the next step forward.

👉 Book Bart Caylor to speak at your next event.

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Featured image via pointloma.edu