For school marketers, Field’s journey offers a practical roadmap: a rebrand is not just about visual polish. Done well, it can realign your entire community around a shared story and spark meaningful engagement.
AI is now deeply embedded in the social media platforms that schools use every day. From Meta's AI Assistant on Facebook and Instagram to TikTok's Creative Centre and LinkedIn's AI drafting tools, automation is changing how schools share content and connect with their communities.
These tools can be incredibly helpful, saving time and improving accessibility. But balance is everything. Schools must embrace AI without losing their unique human voice.
While AI opens doors for creativity and efficiency, it also presents real risks. There are five key areas schools need to mindful of:
Data Privacy, Security and Safeguarding
Reputation and trust are built through authenticity. Audiences can quickly spot content that feels artificial or inconsistent with your school's values.
We recommend using AI-related clauses in your photography permissions and social media policies to ensure parents understand how their children's images may be used or enhanced.
“Due to the rise of AI, authentic and human-told stories are more important now than they’ve ever been. You, as the humans, are the only ones who can accurately and appropriately represent the reality of life in your schools.”
Authenticity is the beating heart of every school's story - the laughter in the playground, the passion of your teachers, the triumphs and challenges that make your community unique. AI can help you tell that story more effectively, but it can never replace the truth and warmth that come from real people.