When James Martin says that AI has decimated web traffic for universities, he is not being dramatic. In the space of a year, how to articles and evergreen web pages have been quietly pushed aside by AI summaries and chatbots, and a whole lot of marketing strategies are suddenly looking very 2019.

So what do you do when you cannot rely on Google anymore?

In this episode of Global Horizons, I sit down again with James Martin, managing director at Insider and self-confessed content tragic, to unpack what is really happening in the world of content right now, and what it means for universities and international education. We dig into the collapse in organic search, why AI engine optimisation is the new buzzword, and why James believes your greatest secret weapon is not your website at all, but your students.

Along the way we get into the messy, practical reality of user generated content. The tension between funny, throwaway TikToks and serious storytelling about the journey into, through and beyond uni. The pain of trying to turn well meaning ambassadors into content creators. And the opportunity that opens up when you treat student stories as a strategic asset, rather than a nice extra when someone happens to send you a video.

You will hear us explore:

• How AI summaries and chat tools are stripping away 10 to 30 per cent of web traffic from some universities, and what that does to traditional content strategies

• Why Reddit and other public platforms are suddenly more influential in AI answers than your carefully crafted blog posts

• The power of students as a trust engine, and why James calls authentic student stories the new currency in marketing

• The common mistakes universities make with UGC, from throwing everything at ambassadors to ignoring training and editing

• How to think about content pillars, decision stages and platforms so your TikToks, Reels, campus tours and long form YouTube videos are all pulling in the same direction

• The nuts and bolts of repurposing one great story into multiple formats, languages and channels without cannibalising your brand

• Why I am experimenting with my own AI avatar on campus, and what happens when AI can generate complete videos at the click of a prompt

• James’s prediction for the next 12 months of content: a flood of AI generated junk, and a premium on anything that feels genuinely human

  
  

If you are working in international student recruitment, marketing, future student engagement or content creation of any kind, this conversation is part reality check, part playbook. James’s core message is simple but challenging: AI is here, the flood of content is coming, and the only way to cut through is to lean harder into authenticity, trust and the lived experiences of your own students.

Global Horizons is a production of The Global Society, Australia’s Learning Abroad support company. Our editor is Len Zamora and our distribution specialist is Gelo Ablao. Rob Malicki is the executive editor and host. The podcast wouldn’t be possible without The Koala News, Australia’s international education news website. This episode is supported by Choosing Your Uni, Australia's unique, AI-powered platform that helps domestic and international students to find the right institution for them, and that helps Australian institutions to access new markets.

For guest suggestions and feedback, email podcast@globalsociety.com.au