PROJECT STAGE 3 : AI TOOL EXPLORATION 1 UAB Collat School of Business Digital Marketing Review Sarah L. Minor Collat School of Business, University of Alabama at Birmingham MBA 657 - QL: Special Topics in Digital Marketing Dr. Parker J. Woodroof April 7 , 2025 PROJECT STAGE 3 : AI TOOL EXPLORATION 2 AI Tool Exploration: ChatGPT Because one of Collat’s core values centers on innovation, a powerful AI tool like ChatGPT immediately came to mind as I was researching tools to explore. ChatGPT, developed by OpenAI, is a conversational AI that uses natural language processing to generate responses, create con tent, and support communication in real - time. It is already transforming the way businesses — and even educational institutions — connect with their audiences (OpenAI, 2023). How ChatGPT is Being Used in Marketing Right now, ChatGPT is being used across industries to automate repetitive tasks, generate content quickly, and engage audiences in more meaningful ways. Marketers are using it to draft everything from social media posts and email campaigns to blog articles and ad copy (Cheng, 2023). Brands also use it to build smart chatbots that handle customer service questions 24/7 — improving responsiveness while saving their teams time (Dwivedi et al., 2023). On top of that, teams are using ChatGPT for idea generation. Whether brainstorming a new campaign or testing out different ways to phrase a message for different audiences, it is like having a creative partner on demand. Some platforms, like HubSpot and Hootsuite, are already integrating ChatGPT into their systems to help teams write, schedule, and personalize content faster and more effectively (Sharma & Krishnan, 2023). In higher ed, institutions like Arizona State University and Georgia State University are beginning to use AI tools for student support and internal communications. These tools are helping staff work more efficiently while making it easier for students to get the answers they need, when they need them (Hodges, 2023). PROJECT STAGE 3 : AI TOOL EXPLORATION 3 How Collat Could Use ChatGPT There is a lot of potential here for Collat. First, ChatGPT could help personalize our outreach to prospective students. We could use it to power a website chatbot that answers FAQs about programs, application deadlines, scholarships, or student life — offer ing timely, friendly responses 24/7. This kind of tool could help prospective students feel supported from their first interaction with us. ChatGPT could also make a big impact behind the scenes. The Collat marketing team could use it to draft newsletters, event promotions, blog posts, or social media captions — helping save time while still keeping messaging sharp, consistent, and on brand. It could even help tailor content for different groups, like undergrads, MBA candidates, or alumni, to make sure each message really speaks to its audience. Faculty and staff could benefit , too. ChatGPT could assist with things like turning research into student - friendly language for public - facing pieces, writing course announcements, or even helping with grant proposal drafts. Overall, ChatGPT offers a creative, time - saving, and cost - effective way to work smarter — not harder. It aligns with Collat’s innovative spirit and could give us a competitive edge by making our communication more personalized, timely, and engaging. Emerging Tech Brainstorm: Digital Twins for Personalized Student Engagement D escription of the Technology One emerging technology that is still flying a bit under the radar — but has massive potential for digital marketing — is digital twins. Originally used in fields like engineering and manufacturing to create real - time simulations of physical systems, digital twins are now starting PROJECT STAGE 3 : AI TOOL EXPLORATION 4 to show up in creative, people - centered applications. In marketing, a digital twin is not just a replica of a product — it is a dynamic, interactive, and personalized profile that reflects a user’s preferences, behaviors, and real - time needs (Gartner, 2023). This technology uses data to build and continuously update a digital representation of a person, system, or process. The result? A tailored experience that evolves with the user over time. Proposed Application for Collat Collat could lead the way in higher education by developing digital twin profiles for prospective students. These would n o t just be basic personas — they woul d be interactive, evolving profiles that adapt based on how users engage with the Collat website and content. The idea is to create something I a m calling “The Collat Companion” — a digital assistant that grows with the student from the moment they first explore our site. A visitor could start by taking a fun, interactive quiz or answering a few questions about their interests. From there, the Collat Companion would build a personalized dashboard, curating course suggestions, upcoming events, scholarships, faculty spotlights, and even alumni stories that align with that student’s unique goals and curiosity. As the student continues to click, explore, and engage, the digital twin continues to learn and adjust — making each return visit feel more meaningful and relevant. This would turn our site into a truly student - centered experience, one that shows Collat is p aying attention, adapting, and investing in each visitor’s journey (Accenture, 2022) PROJECT STAGE 3 : AI TOOL EXPLORATION 5 Expected Outcomes The biggest value of this technology is that it makes prospective students feel seen — like they a re not just a number in a system, but someone we a re actively learning from and supporting. It also reflects Collat’s core value of innovation in action. A tool like this could set us apart from other business schools, showing that we a re using emerging tech not just for show, but to actually improve student experience and engagement. We could also use insights from these digital twins to inform future campaigns and outreach strategies, identifying trends in student interests and behaviors (IBM, 2023). This tech supports not only better communication but smarter, more inclusive marketin g — making our efforts more effective and more human at the same time. Technology Integration Plan: “The Collat Companion” Integrating Innovation into the Campaign Building on the campaign I developed in Project Stage 2 , I a m integrating a forward - thinking, tech - driven solution to bring the Collat brand to life in a way that’s personal, adaptive, and memorable. At the center of this updated campaign is “The Collat Companion” — a dynamic digital twin platform that evolves with e ach prospective student, combining the power of AI (via ChatGPT) and real - time personalization (via digital twin technology). This is n o t just a marketing tool — it i s a relationship builder. It reflects Collat’s core values of innovation, student - centered learning, and accessibility by offering tailored, meaningful digital experiences that grow with our audience (UAB Collat School of Business, n.d.). PROJECT STAGE 3 : AI TOOL EXPLORATION 6 How “The Collat Companion” Enhances the Campaign Audience Engagement The Collat Companion gives students a sense of agency and belonging before they even apply. As users engage with the website, explore programs, or take an interactive quiz, the Companion gathers data and curates a personalized dashboard with recommended co ntent — courses, events, scholarships, student orgs, faculty spotlights, and more. By using ChatGPT as a backend tool, we can even add a conversational element: the Companion could answer questions in a natural, friendly tone that reflects Collat’s supportive and inclusive environment. This type of interaction aligns with findings that A I - enhanced personalization boosts both user engagement and satisfaction in higher education marketing (Kapoor et al., 2023). Differentiation from Competitors While most business schools focus on static content and generic messaging, this campaign goes a step further by making prospective students feel seen. The digital twin evolves as students interact with our site, meaning no two experiences are the same. That leve l of personalization sets Collat apart as a business school that understands the future of digital connection and is ready to meet students where they are — with smart, relevant, and responsive technology (Gartner, 2023). Alignment with Collat’s Mission Collat’s mission focuses on preparing students for a rapidly changing world through innovation, practical learning, and community. This campaign embodies that mission by using emerging technology not only as a teaching tool but as a way to communicate and engage. It PROJECT STAGE 3 : AI TOOL EXPLORATION 7 positions Collat as both tech - forward and student - first — two things Gen Z deeply values (Pew Research Center, 2023). Implementation Timeline Phase Timeline Tasks Phase 1: Research & Planning Month 1 Finalize content strategy, define user data points, outline Companion features Phase 2: Development & Prototyping Months 2 - 3 Build MVP with support from UAB IT or an external developer, integrate ChatGPT API Phase 3: Testing & Feedback Month 4 Conduct user testing with student ambassadors or prospective students Phase 4: Soft Launch Month 5 Launch Collat Companion on selected program pages, gather early feedback Phase 5: Full Rollout Month 6 Expand across all major academic pages and recruitment touchpoints Challenges and Limitations One important consideration is data privacy. Since the Collat Companion would rely on student interactions and preferences to shape personalized experiences, we need to be fully transparent about what data is being collected and how it i s being used. It will be essential to build in clear opt - in options and follow strong data protection practices to maintain trust (IBM, 2023). Another challenge is technical resources. While both ChatGPT and digital twin technologies are increasingly accessible, developing a seamless and interactive dashboard will still require developer support — especially when it comes to dynamically updating co ntent in real time and integrating AI - driven features into the website. PROJECT STAGE 3 : AI TOOL EXPLORATION 8 Finally, we should account for user adoption. Not every prospective student will want a highly personalized experience. Some may prefer to browse the site in a more traditional, non - customized way. To ensure inclusivity, the Collat Companion should be offered as an optional feature, all owing users to engage with it if and when they choose. Expected Outcomes By introducing the Collat Companion into our digital campaign, we can expect to see students spending more time on the site, exploring academic programs more deeply, and engaging with content in a more intentional way. The personalized dashboard creates a sense of ownership and connection, which can strengthen the decision - making process. We also anticipate a higher conversion rate from prospective students to applicants, simply because they a re getting a more tailored, relevant experience that reflects their unique interests and goals. In the long term, this approach will enhance Collat’s reputation as an innovative, student - centered institution — one that i s not afraid to lead with technology in meaningful ways. Beyond engagement and branding, the Companion will also generate valuable insights about what prospective students are looking for, helping us refine future marketing strategies and outreach efforts. Ultimately, this technology is no t about being trendy — it i s about being thoughtful and intentional. It helps us meet students where they are and shows that Collat is invested in understanding and supporting them before they even step on campus. With the right execution, the Collat Companion could become a signatu re part of how we engage, recruit, and build relationships with future business leaders. PROJECT STAGE 3 : AI TOOL EXPLORATION 9 Collat Companion Mockups (Desktop) Desig ned to show off its versatility across different categories like academics, career, campus life, and student support, here are a range of the types of questions and answers we are prepared to use, as well as mockup images to support it. Academics Q: What’s the deadline to drop a class with a “W” for the current semester? A: The last day to drop a course with a “W” for the current semester is October 27, 2025. Always double - check the academic calendar or contact your advisor for the most accurate info. Q: Can you help me brainstorm a marketing campaign for my MBA class? A: Absolutely! Let’s start with your target audience, message, and goal. Here’s a quick framework: Audience: UAB students ages 18 - 24 Message: “Discover your future at Collat.” Campaign idea: TikTok challenge + campus posters + student ambassadors Want to build it? Career Help Q: Can you help me write a cover letter for a project manager internship? A: Sure! Here's a starting paragraph: Dear [Hiring Manager], As an MBA student at UAB’s Collat School of Business with a focus in project management and digital strategy, I’m excited to apply for the Project Manager Internship at [Company Name]. My experience leading cross - functional teams and managing timelines has prepared me to PROJECT STAGE 3 : AI TOOL EXPLORATION 10 contribute from day one... Want me to keep going? Q : What kind of jobs can I get with a degree in accounting? A: Great question! With an accounting degree, you can pursue roles like: Auditor, Financial Analyst, Tax Consultant, Forensic Accountant, and Controller. You’ll also be on track to become a CPA with the right exam and work experience. Campus Life / Student Resources Q: Where can I find tutoring for business classes? A: You’d love the UAB Green and Gold Fund, the Entrepreneurship Society, and the MBA Innovation Club. They host pitch competitions, networking events, and mentorship programs. Personalized Support / Encouragement Q: I’m feeling overwhelmed with school. Any advice? A: You’re not alone — college can be tough. Try breaking tasks into small steps, and don’t be afraid to ask for help. The UAB Counseling Center is also a great resource. You’ve got this! Q: I have ADHD — can the Collat Companion help me stay organized? A: Yes! I can help you build a customized study schedule, set reminders, and suggest productivity tips. Let’s work with your strengths and keep things manageable. Mockup Images Figure - 1 shows how the Collat Companion will look on desktop to faculty, staff, and students. It will be in the form of a pop - up that will have Blaze introducing himself and asking how he can help, with a few suggestions. Or customized prompts can be entered. PROJECT STAGE 3 : AI TOOL EXPLORATION 11 Figure 1 : Collat Companion pop - up for website, desktop view. Designed by Sarah L. Minor. PROJECT STAGE 3 : AI TOOL EXPLORATION 12 Figure - 2 shows how the Collat Companion will look on mobile or on the app version. This image also introduces the Collat Companion as an AI - Powered Partner in Success. From classroom insights to business strategy, the Collat Companion brings real - time support to students, faculty, and staff. Designed to enhance learning, streamline projects, and boost p roductivity. This tool is a game changer! Fi gure 2: Introduc t ion of the Collat Companion mobile version with ad copy. Designed by Sarah L. Minor. PROJECT STAGE 3 : AI TOOL EXPLORATION 13 References Accenture. (2022). Meet me in the metaverse: The continuum of technology and experience reshaping business. https://www.accenture.com/us - en/insights/technology/technology - trends - 2022 Cheng, E. (2023). How marketers are using ChatGPT to create content and streamline workflows. Marketing Dive. https://www.marketingdive.com/news/marketers - chatgpt - content - ai/645121/ Dwivedi, Y. K., Hughes, D. L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., ... & Williams, M. D. (2023). So what if ChatGPT wrote it? Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy. International Journal of Information Management, 71, 102642. https://doi.org/10.1016/j.ijinfomgt.2023.102642 Gartner. (2023). Digital twin. https://www.gartner.com/en/information - technology/glossary/digital - twin Hodges, C. B. (2023). ChatGPT and higher education: Applications and considerations. EDUCAUSE Review. https://er.educause.edu/articles/2023/2/chatgpt - and - higher - education - applications - and - considerations IBM. (2023). What is a digital twin? https://www.ibm.com/topics/what - is - a - digital - twin Kapoor, K., Dwivedi, Y. K., Piercy, N. F., & Rana, N. P. (2023). Marketing in the age of artificial intelligence (AI): Towards a research agenda. Journal of Business Research, 160, 113845. https://doi.org/10.1016/j.jbusres.2023.113845 PROJECT STAGE 3 : AI TOOL EXPLORATION 14 OpenAI. (2023). ChatGPT: Optimizing language models for dialogue. https://openai.com/blog/chatgpt/ Pew Research Center. (2023). Gen Z, Millennials stand out for climate change activism, social media engagement with issues. https://www.pewresearch.org/short - reads/2023/04/25/gen - z - millennials - stand - out - for - climate - change - activism - social - media - engagement - with - issues/ Sharma, A., & Krishnan, R. (2023). Integrating ChatGPT with marketing platforms: Revolutionizing automated communication. Journal of Digital Marketing and AI, 4(2), 58 – 65. UAB Collat School of Business. (n.d.). Mission and vision. https://www.uab.edu/business/home/about/mission - vision - values