Meeting the AI content challenge
Dr. Mike Powers
Senior Digital Strategist, OHO Interactive
AI tools are increasingly becoming the first stop for prospective students researching universities. Instead of browsing multiple websites, many users now receive a single summarised answer generated from a range of institutional sources. If your content isn’t structured in ways that AI systems can interpret clearly, your institution may be overlooked or misrepresented.
In this session, Dr. Mike Powers shares insights from OHO Interactive’s research into how higher education audiences are using AI tools and how those systems interpret institutional websites. You’ll learn what kinds of content AI platforms prioritise, where university websites commonly fall short, and what practical changes can improve how your information is surfaced and summarised.
The session also explores the organisational side of the challenge: how governance models, editorial standards, and leadership support influence whether meaningful improvements can happen. You’ll leave with a clearer understanding of the changes needed to prepare your content for AI-driven discovery and how to build the internal momentum required to make them happen.
Key takeaways
Understand how AI tools interpret and summarise institutional web content
Identify practical updates that improve AI visibility and accuracy
Apply governance and leadership strategies to support content improvements
About Mike
Dr. Mike Powers is a Senior Digital Strategist at OHO Interactive and an award-winning higher education speaker. A former academic, he brings more than three decades of experience across the sector. Over the course of his career, Mike has taught classes, planned budgets, managed social media, run institutional websites, and taken on many other “duties as assigned.”
At OHO, he helps colleges and universities develop sustainable approaches to creating visible, user-centred, and on-brand content.