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How to Reimagine Universities for the AI Era

Mark Schaefer
8 min readNov 18, 2024

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I’ve been a faculty member at several different universities since 2009 and have lectured far longer than that. I care about these institutions. They’re part of the American heritage, and in many cases, they’re a gift to the world. But we live in fast-changing times, and universities do not change fast. I’m worried about our colleges. How do we reimagine universities in the Era of AI?

I have some ideas about this, and if you’re currently associated with a college, you will hate them.

To begin with, my thesis is that in the AI Era, universities will fail (and are already failing) to prepare students for many careers. Change isn’t just knocking; it’s kicking down the door, raiding your fridge, and redecorating your living room. There has to be a radical reimagining of the university education that matches the radical disruption of our times.

First, let’s get a few things off the table. If a student attends college for the social aspects or to spend a few years maturing, today’s university system is fine. If a student attends for a purely academic pursuit without any thought of employment, they will thrive in the system we have today.

But I assume most students attend college to launch a career. And that’s where the problems begin.

I’ll break down the problems one by one before offering some solutions.

Organization

I’ve talked to many leading authorities in the tech space — people right in the middle of AI development in Silicon Valley. And I’ve asked them, “How would you prepare young people for a career with the amount of disruption occurring?” Without exception, the answer is, “I don’t know.”

This presents an existential problem because universities are generally organized by career choice: engineering, teaching, art, journalism, etc. But if nobody knows what future careers look like, how can you organize based on jobs that won’t exist as they do today? Except forestry. That might be safe for awhile. But you get my point. Many job categories are rapidly evolving and fluid right now (especially marketing).

The future of education isn’t about preparing for a specific job. It’s about preparing for anything and everything. It’s about teaching…

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Mark Schaefer
Mark Schaefer

Written by Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!

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