On 13 November 2025, the Academic Cooperation Association (ACA), on behalf of the European Commission, hosted a Study in Europe webinar dedicated to the practical use of Artificial Intelligence (AI) in international student marketing.  

Moderated by Jenny Nygård, Policy and Project Officer at ACA, the webinar opened with welcoming remarks from Jacques Kemp, Programme Coordination Manager at the European Education and Culture Executive Agency. Raul Ranne, Senior Advisor at ACA, then provided an overview of key trends, opportunities and considerations in education marketing, underlining the increasing importance of adapting to AI driven developments. This was followed by a case study from Valentýna Škrabálková from ACA member, the Czech National Agency for International Education and Research (DZS), who shared practical examples of AI supported social media communication and offered inspiration for participants exploring new tools. 

Participants subsequently joined two parallel workshops. The first workshop on AI for content creation: creating videos, images, and social media content with AI tools, facilitated by Paul James Kirrage, International Speaker and Trainer for AI and Innovation in Education, focused on producing videos, images and social media materials with AI tools and addressed challenges such as editorial consistency, workload management, international audience expectations and alignment with the European ethical framework. The second workshop, Building custom chat tools: implementing AI chatbots for student inquiries, led by Miska Noponen, Chief Executive Officer at Annie Advisor, explored the design of education-focused chatbots, including accuracy, division of responsibilities between human staff and automated systems, and practical considerations regarding costs and maintenance. 

ACA warmly thanks all speakers and participants for their interest and engagement in the webinar.