Low-volume credentialing programs often struggle with limited resources and smaller candidate pools, making it challenging to increase awareness and engagement. In a recent article for Credentialing Insights, Kryterion’s Chief of Psychometrics, Dr. Leslie Thomas, explores how generative AI can help these programs maximize their marketing efforts. While AI is commonly used for test development, it can also be a powerful tool for content creation, market research, and audience engagement. Using the RACE framework (Role, Action, Context, Execute), credentialing professionals can craft AI-driven content that is tailored, effective, and time-efficient.
Dr. Thomas highlights two key ways generative AI can make an impact: conducting market research and enhancing marketing efforts. AI can draft surveys, summarize feedback, and identify trends, allowing programs to better understand their audience without overextending their resources. Additionally, AI-generated content—such as social media posts, blogs, and ebooks—can help programs consistently communicate their value. A mission-driven approach, which aligns messaging with the program’s purpose, can be reinforced through AI-generated copy tailored to different audiences and platforms.
While AI streamlines content creation, human oversight remains essential to ensure accuracy, relevance, and brand alignment. With a thoughtful strategy, credentialing programs can use AI to amplify their reach, engage stakeholders, and drive program growth. This article was created for Credentialing Insights, the online journal for the Institute for Credentialing Excellence. Visit ICE’s website to read the full article.
