When everyboby is going AI… How to stay human? 

In an age where AI is reshaping digital marketing, authenticity remains crucial for targeting Generation Z. This session explores how Aalto University effectively uses student-generated content to foster genuine engagement and drive applications and what is the role of AI. Student-created content has always been at the core of Aalto’s marketing, encompassing social media, Aalto.fi, events, and recruitment materials, showcasing a holistic approach. Now for the first time it includes paid campaign. Contributing also to building an even stronger community brand, which Aalto strives to develop further. 

Key insights Authenticity as a differentiator: Gen Z values genuine experiences. Student-created content offers relatable, trustworthy messaging, making it a powerful tool to authentically connect with younger audiences. 
Understanding the Audience Gen Z values facts. Aalto blends student photos and videos with impact-driven facts, illustrating students’ contributions. This data-driven yet authentic approach effectively appeals to prospective students. 
First results A campaign study conducted in spring 2025 highlighted clear positive developments. Ad recognition increased, brand perception improved—particularly in areas that matter to Gen Z.

Looking Ahead The student-generated campaign concept will be developed further based on first promising results. Looking even further ahead—it’s essential to begin understanding what matters to Generation Alpha.