A decade ago, marketing teams managed a website and a couple of social media accounts. The most advanced teams were dabbling in Google AdWords or boosted Facebook posts.
Since then, expectations have exploded. Platforms and strategies that did not exist 10 years ago have become standard practice. Marketers have gone from managing one or two social media platforms to nearly half a dozen or more. Google Ads expanded from search and display to video, direct placements, AI targeting and a slew of other possibilities.
Plus, the cost of advertising keeps increasing year after year, while 60% of marketing leaders say their marketing budget remained flat or declined in the last year, according to an August 2026 survey from EAB, an education research and technology firm that helps schools support their students. About half said they do not have large enough teams to reach enrollment goals.
One way marketing teams have responded is by turning to AI to copywrite projects such as scripts or blog posts, design and maintain websites, analyze marketing data and more. Two years ago, marketing and communications leaders were asking what AI could do. Today, the question has become: How do you build a team that uses AI well?
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Matt Radcliffe is the chief marketing and communications officer at Pikes Peak State College in Colorado. He is NCMPR’s director-at-large (member outreach) and a 2022 graduate of NCMPR’s Leadership Institute. He was the 2019 District 4 Rising Star of the Year.
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