One of the most common questions students face after school is: Where do I go from here? GITAM launched the GITAM Compass campaign to address this with empathy, technology, and intent.

Every digital ad in the campaign directed students to an assessment platform where they answered a series of questions to discover which course aligns best with their interests and aspirations. What made this experience truly unique was the use of AI: students received a personalised message delivered in the voice of GITAM’s leadership guiding them toward their ideal path.

By training AI models on the voices of university leaders, the campaign reintroduced the power of mentorship and authority in a digitally native format. GITAM Compass not only solved a critical decision-making problem for students but also positioned the brand as a forward-thinking, student-first institution.