Experts Matter. Find Yours.
Connect for media, speaking, professional opportunities & more.
On March 10, 1876, Alexander Graham Bell spoke the first words ever transmitted over telephone: “Mr. Watson, come here; I want you.” This simple request to Bell’s assistant, Thomas Watson, marked a significant milestone in direct person-to-person communication. Now, 150 years later, this message has paved the way for advanced cellular technology in the form of satellites, wireless networks and the personal devices we carry everywhere. For Mojtaba Vaezi, PhD, associate professor of electrical and computer engineering at Villanova University and director of the Wireless Networking Laboratory, Bell’s few words spoken over telephone marked the beginning of an ongoing technological revolution. “One hundred fifty years ago when telephone communication first started, there was essentially a wired line and a transmitting voice,” said Dr. Vaezi. “That simple, basic transmission has transformed the field of communication technology in unimaginable ways.” According to Dr. Vaezi, five shifts have defined the past century and a half of communication technology: wired devices to wireless, analog to digital, voice to data, fixed landlines to mobile phones and human-to-human communication giving way to an increasing focus on machines and artificial intelligence. Early wireless networks were built around one device per person. Today's networks must support multiple devices per person, plus the technology behind innovations such as smart homes, driverless cars and even remote surgery. “Applications are much more diverse now, so communication has to follow,” said Dr. Vaezi. “A big portion of communication now, in terms of number of connections to the network, is from machine to machine—not human to human or even human to machine." The growing number of connections can cause a host of issues for users. When multiple users share the same wireless spectrum simultaneously, their signals interfere with one another—a problem that is becoming more acute as the number of connected devices increases exponentially. Dr. Vaezi’s research at Villanova focuses on developing techniques that allow multiple users to transmit messages on the same frequency at the same time and still be understood. Another vibrant research area of Dr. Vaezi’s involves Integrated Sensing and Communication (ISAC). This field of study focuses on integrating wireless communications and radar so they can function within the same spectrum. “Historically, radar and wireless communication work in different bandwidths or spectrums and use separate devices. Although they are related, they happen in different fields,” said Dr. Vaezi. “Almost every communication scheme that has been developed has focused on this: How can we better utilize the spectrum?” ISAC is increasingly important as new innovations like driverless cars become fixtures in everyday life. These vehicles rely on radar to continuously scan for hazards, and when a hazard is detected, a signal must be sent to trigger safety mechanisms. Currently, the radar and communications systems operate on separate bandwidths using separate hardware. Dr. Vaezi's research explores how both functions could be housed in a single device running on one shared spectrum. Areas of study like Dr. Vaezi’s that focus on machine to machine communication are becoming increasingly relevant as communication technology evolves and moves away from simple person to person messaging. As for the next big milestone in communications, Dr. Vaezi is looking ahead to the implementation of 6G by 2030, though he tempers expectations. For most users, the change will feel modest, amounting to slightly faster device speeds. The most massive shift with 6G will be the amount of added coverage in areas that previously did not have network accessibility. “Say you order a package and it’s coming from somewhere abroad,” explained Dr. Vaezi. “6G will add network coverage over oceans, so you’ll be able to track your package in real time using that satellite technology.” The sixth generation of cellular technology will continue to connect our world and optimize current communications to accommodate more users and devices that need network access each day. It is far different from Alexander Graham Bell’s historic phone call 150 years ago. That brief exchange over a single wired line laid the groundwork for a communications ecosystem that now supports billions of devices, complex data networks and emerging technologies yet to be seen. It also serves as a reminder that despite how far communication technology has come, and how complex it has gotten, it all shares a common, simple goal: to transmit information from one point to another.
Augusta University public health experts discuss building recovery through economic stability
In this candid conversation, Vahé Heboyan, PhD, and Marlo Vernon, PhD, talk about their work at the intersection of public health, economic stability and substance use disorder recovery. The interviews are centered on Augusta University's public health-driven small business training initiative and explore how recovery is strengthened when communities invest in people and provide practical paths to long-term stability. Heboyan, a professor in AU's School of Public Health and a public health expert with a background as an economist, explains that economic vulnerability often hinders recovery, especially in rural areas with limited resources where risk-taking can be costly. He translates economic research into public health practice, emphasizing that small businesses and microenterprises are about providing a sustainable income for individuals and families, not creating large corporations. This stability, he notes, can have a ripple effect, supporting local economies, job opportunities and community resilience. Vernon, whose research focuses on maternal and infant health, as well as substance use disorder recovery, highlights the human side of recovery and the importance of financial security for families. She notes that economic instability can increase the risk of relapse, especially for mothers in recovery who are supporting children. Her insights show that entrepreneurship can be a public health tool, addressing income, dignity, confidence and long-term wellbeing. Both interviews emphasize the key role of community in recovery. Heboyan points out the power of peer support and shared experience, noting how participants use their past challenges as strengths. Vernon agrees, emphasizing that effective public health work requires building relationships and engaging with communities over time, rather than just conducting short-term research. Together, the interviews show that recovery is part of a larger ecosystem that includes economic opportunity, mentorship and community trust. The video illustrates how combining economics, public health and lived experience can create lasting, meaningful impact for individuals in recovery and their communities. Looking to know more? Click on Dr. Vernon's profile below. To connect with Dr. Heboyan, simply contact AU's Communications team via email (mediarelations@augusta.edu) to arrange an interview today.
Wetlands: Nature’s First Line of Defense for Our Coast and Communities
Since the 1930s, Louisiana’s coastline has been reshaped by the relentless advance of the Gulf, with over 2,000 square miles of land disappearing beneath its waters and representing the largest loss of coastal land anywhere in the continental United States. This dramatic transformation has far-reaching consequences, threatening local economies, delicate ecosystems, and heightening the state’s exposure to hurricanes. In the face of these urgent challenges, LSU’s College of the Coast & Environment (CC&E) stands at the forefront, leading pioneering research and bold initiatives that not only protect Louisiana’s coast, but also build stronger, more resilient communities. Below are just a few examples of how CC&E is driving meaningful solutions for our coastal future. Wetlands are vital to protecting our coast, and CC&E researchers are actively investigating the role of both constructed and natural wetlands in reducing coastal flooding hazards. Through several projects funded through the US Army Corps of Engineers, Drs. Robert Twilley, Matthew Hiatt, and CC&E Dean Clint Willson, along with collaborators across campus, are conducting research on coastal ecosystem design - a framework that leverages the benefits of natural and nature-based coastal features, such as wetlands, environmental levees, and flood control gates – and how that could be integrated into engineering design and urban planning. Through the State of Louisiana’s ambitious Coastal Master Plan, administered by the Louisiana Coastal Protection and Restoration Authority, wetland construction and restoration play a huge role in managing the Louisiana coastal region. Such innovative techniques leveraging natural and nature-based features require evaluation to determine the success of such projects, and CC&E researchers are using cutting-edge science to advance this endeavor. Dr. Tracy Quirk and her students are investigating the success of marsh restoration by comparing structural and functional characteristics (e.g., vegetation, elevation, hydrology, accretion, and denitrification) between two created marshes and an adjacent natural reference marsh along the north shore of Lake Pontchartrain, Louisiana. Wetlands not only serve as a buffer from storms and sea level rise but also play a major role in regulating greenhouse gas emissions and contribute to productive vibrant ecosystems. In large collaborative project funded by the National Science Foundation, Dr. Giulio Mariotti is using computer models to forecast how coastal marshes may change in size, shape, and salinity in the future, and how these changes could affect methane emissions. As part of the same project, Drs. Haosheng Huang and Dubravko Justic are creating high-resolution hydrodynamic and biogeochemical models to predict changes in methane emissions in coastal Louisiana. In another project, with funding from Louisiana Center of Excellence, National Science Foundation, Louisiana Sea Grant, and the National Oceanic and Atmospheric Administration, Drs. Matthew Hiatt and John White have established a network of sensors to measure water levels and salinity throughout the wetlands in Barataria Bay, Louisiana, a region that has experienced significant land loss and storm impacts. The goal is to establish an understanding of the drivers of saline intrusion in marsh soils, and to ultimately determine what this means for the ecological resiliency of wetlands experiencing rapid change. CC&E’s leadership in wetlands science is recognized nationwide. It is the only college in the United States to have six faculty members—Drs. John White, John W. Day, Jr., Robert Twilley, William Patrick, James Gosselink, and R. Eugene Turner—honored with the prestigious National Wetlands Award. No other institution has had more than one recipient. Presented annually by the Environmental Law Institute, this award celebrates individuals whose work demonstrates exceptional innovation, dedication, and impact in wetlands conservation and education. CC&E’s unmatched record reflects decades of pioneering research and a deep commitment to safeguarding the nation’s most vulnerable coastal landscapes. Every day, CC&E channels this expertise into action—protecting Louisiana’s coast and, in turn, the communities, wildlife, and ecosystems that depend on it. Through bold research, collaborative partnerships, and a vision grounded in science, the college is shaping a more resilient future for coastal regions everywhere. CC&E is building teams that win in Louisiana, for the world. Article originally published here.
Natural defenses: UF researchers use living infrastructure to protect Florida’s shores
Armed with a $7 million grant from the Army Corp of Engineers, University of Florida researchers are working to bolster shoreline resilience and restore troubled wetlands in St. Augustine through nature-based solutions. “The idea of nature-based solutions is to build what we sometimes refer to as green infrastructure, to use living, natural components as the building blocks,” said Andrew Altieri, Ph.D., an assistant professor with the Engineering School of Sustainable Infrastructure & Environment and interim director of the Center for Coastal Solutions, also known as CCS. Instead of building man-made structures to protect wetlands, for example, restoration crews can move dredged natural sediment otherwise destined for costly disposal to increase wetlands’ size and elevation, restoring their ability to protect shorelines from storm surge, keep pace with sea-level change, filter toxins, store carbon and provide habitats for wildlife. The project is in concert with the Army Corps of Engineers’ goal to naturally reuse and repurpose at least 70% of dredged sediment into other natural areas to benefit habitats and restoration by 2030. “It is critical to understand, test and model how natural processes can be harnessed and strategically implemented to sustainably meet the challenge of rapidly intensifying coastal hazards while also providing environmental, economic and social benefits,” Altieri wrote in the project’s technical summary. Overall, the multi-disciplinary project closely examines patterns and processes of change in coastal landscapes. That includes wetlands — marshes and mangroves — and beach/dune systems. The project comes as these coastal areas are facing threats both natural and human. These areas are essential to wildlife, air quality, native vegetation, storm protection and the overall health of the ecosystem. A 2008 study by the U.S. Fish and Wildlife Service reported a net loss of about 361,000 acres of wetlands in the coastal watersheds of the eastern United States between 1998 and 2004 — an average net decrease of 59,000 acres each year, with experts citing sea-level rise as one of the primary factors. “We're trying to understand the patterns of that loss and what's leading to it,” Altieri said. “These systems are essentially the first and sometimes last line of defense against coastal hazards, risks that include storm surges and coastal flooding. They are forming a buffer, this kind of protective layer on our coast. But they're changing, generally for the worse and are in danger of being lost.” With this project, the CCS-led research team plans to advance the science, technology and engineering principles of nature-based solutions. With marshes, the primary concern is elevation loss, which can drown the vegetation critical to the ecosystem. They are sinking, eroding and succumbing to sea-level changes, Altieri said. “The plants are really important for trapping sediment and holding sediment,” he said. “You lose some of the plants, then you get more erosional loss and a lack of the accumulation of sediment.” Sediment is natural muck on the bottom of water bodies. “If we can add sufficient sediment to increase the elevation to a level where the plants thrive, then they will retain that sediment that's been added to hopefully trap more sediment and accumulate more biomass through their growth,” Altieri said. “It’s something that may need to be done periodically. You may stop that decline, but you may even reverse the process of loss and change the trajectory.” As a bonus, this process saves the cost of disposing of dredged sediment, which is usually piped offshore or to a materials-management area. This project is the next step for CCS-led coastal resilience efforts in St. Augustine. In 2024, CCS and WSP Environment & Infrastructure Inc. launched a coastal wetlands-restoration project to keep pace with sea level change and erosion. The 2025 work is a standalone project with separate funding, Altieri said. The current project also has more research disciplines and project partners, including UF researchers from Landscape Architecture, Geological Sciences and the School of Forest, Fisheries and Geomatic Sciences. “Storm surges, wave energy, coastal flooding – all of that can be slowed or reduced because of wetlands,” Altieri said. “They are basically like shock absorbers. These wetlands, beaches and dunes can be lost or eroded to some degree, but the upland area behind them is essentially protected.” Researching the resilience of dunes comes with a different set of dynamics. Here, they are looking at the plants that support the dunes – sea oats and panic grass, for example. That vegetation also provides a habitat for animals such as beach mice, turtles and birds. On the beach, the team also is looking at water energy and how grain size affects the stability of dunes. “It’s understanding water movement, water energy. How is that interacting with depositing sediment, moving sediment around, sorting sediment? With water, you tend to carry finer particles further than coarser materials,” he said. What does success look like after the award’s five years end? “We'll have an understanding of what's changing on our coasts and why,” Altieri said. “We'll have an understanding of how we can work within this system to modify the natural components and utilize the natural processes. And we will hopefully be working with partners through additional funding mechanisms to actually apply that towards implementation of solutions to increase coastal resilience.” The team also includes Peter Adams, Department of Geological Sciences; Julie Bruck, Department of Landscape Architecture, School of Landscape Architecture and Planning; Maitane Olabarrieta, ESSIE; Alex Sheremet, ESSIE; Nina Stark, ESSIE; Ben Wilkinson, Geomatics Program, School of Forest, Fisheries, and Geomatics Sciences; and Xiao Yu, ESSIE.
How to Make Your Experts “AI-Ready"
AI is changing how people discover expertise. Today, journalists, event organizers, researchers, and the public increasingly turn to tools like ChatGPT, Claude, Perplexity, and Google Search’s AI summaries powered by Gemini. Instead of clicking through pages of links, they expect clear, credible answers—often delivered instantly, with citations. That shift has major implications for organizations. It’s no longer enough for your experts to “rank well.” They need to be understood, trusted, and accurately represented by AI systems. So the real question becomes: When AI talks about your experts, does it get it right? This is where LLMs.txt plays an important role—especially when paired with an ExpertFile-powered Expert Center. What is LLMs.txt (In Plain English)? ...and why is it essential for expert content LLMs.txt is a small, machine-readable file placed on your organization’s website—in the case of your expert content alongside your main Expert Center. Its purpose is simple: to explain your expertise to AI systems clearly and unambiguously. “AI systems don’t just scan for keywords; they look for clear meaning, consistent context, and clean formatting — precise, structured language makes it easier for AI to classify your content as relevant.” Microsoft: Optimizing Your Content for Inclusion in AI Search Answers Rather than forcing AI to infer meaning from scattered pages, LLMs.txt explicitly tells systems: Who your experts are Which pages represent official, curated content How expert profiles differ from articles, Q&A, or research content How your organization’s expertise should be interpreted as a whole Think of it as a table of contents and usage guide for AI —helping large language models understand your site the way a communications professional would. Why This Matters for Visibility and Trust It Establishes Your Organization as the Source of Truth AI systems routinely synthesize information from multiple places. Without guidance, they may rely on outdated bios, scraped content, or secondary references. LLMs.txt provides a clear signal: This is our official expert content. This is what represents us. For ExpertFile clients, this matters because the platform already centralizes and curates expert content—from profiles and directories to Spotlights and Expert Q&A—ensuring that what AI sees is current, governed, and institutionally endorsed. The result: Greater accuracy, stronger attribution, and reduced risk of misrepresentation when your experts appear in the ever growing AI-generated overviews and answer. ahrefs: AI Overviews Have Doubled How It Improves Discovery Across AI Platforms It Makes Structured Expertise Easier for AI to Use ExpertFile is purpose-built to publish structured expert content at scale—content that goes well beyond static bios. LLMs.txt simply helps AI recognize and use that structure correctly. It clarifies the role of key ExpertFile content types, including: Expert Profiles → Canonical identity, credentials, and areas of expertise Spotlight Posts → Timely commentary, thought leadership, and research insights Expert Q&A → Authoritative answers to real-world questions Directories, Research Bureaus, and Speakers Bureaus → Curated collections of expertise by topic or audience This makes it easier for AI systems to: Match your experts to breaking news and trending topics Pull accurate summaries for AI-generated responses Identify the right expert for journalists, event organizers, and researchers Combined with ExpertFile’s extended distribution through expertfile.com and the ExpertFile Mobile App, your expertise is not only published—but actively discoverable across channels used by key audiences . How It Builds Organizational Authority It Connects Individual Experts to Institutional Credibility Without context, AI may treat expert pages as isolated profiles. LLMs.txt helps connect the dots. It tells AI that: Your experts are curated and endorsed by the organization Their insights are part of a broader expertise ecosystem Your institution has depth across priority subject areas This aligns closely with how ExpertFile structures content to support E-E-A-T (Experience, Expertise, Authority, Trust)—not just at the individual level, but across the organization . The outcome: Your organization is recognized not just as a collection of experts, but as an authoritative source of knowledge. How It Works with Google, Gemini, and AI Search Supports AI Summaries, Citations, and Knowledge Panels LLMs.txt helps ensure that when Google’s AI: Summarizes your organization Cites expert commentary Builds “about this topic” panels …it draws from your official, structured ExpertFile content, rather than fragmented third-party sources. This complements ExpertFile’s existing SEO and AI-discoverability foundation, which includes clean code, proper meta data, schema markup, and frequent crawling by both search engines and AI bots. How LLMS.txt Fits with SEO, Meta Tags, and Schema LLMS.txt doesn’t replace SEO—it builds on it. Traditional SEO elements such as page titles, meta descriptions, schema.org markup, and internal linking remain essential for helping search engines index and rank your content. ExpertFile already delivers these fundamentals out of the box, continually testing and evolving SEO and GEO (Generative Engine Optimization) standards as search changes . “Semantic SEO helps search engines understand context... it now helps bridge a critical gap between traditional SEO and newer generative engine optimization (GEO) and AI optimization (AIO) efforts.” Search Engine Land: Semantic SEO: How to optimize for meaning over keywords LLMS.txt adds a layer designed specifically for AI systems: Schema explains individual pages LLMs.txt explains your entire expertise ecosystem In simple terms: SEO helps your content get found LLMs.txt helps AI understand, summarize, and cite it correctly Together, they ensure your experts are not only visible—but accurately represented wherever AI is shaping discovery. Why This Is Especially Powerful on ExpertFile ExpertFile was designed to future-proof expert visibility—offering structured publishing, governance, distribution, inquiry management, analytics, and professional services as part of a continuously evolving SaaS platform . LLMS.txt acts as a multiplier on that foundation: Turning your Expert Center into a machine-readable expertise hub Strengthening AI discovery without adding operational burden Supporting emerging use cases like automated expert matching and AI-assisted research It’s not about chasing new technology. It’s about ensuring your expertise is clearly defined, properly attributed, and trusted—now and in the future. The Takeaway An LLMs.txt file on your ExpertFile organization page helps ensure that: Your experts are found by AI tools, not overlooked Your content is interpreted correctly, not flattened or misrepresented Your organization earns authority and trust in AI summaries, citations, and search results “AI search isn’t eliminating organic traffic. But it is reducing visits to source websites… Measure presence (citations, mentions) alongside traffic to see real impact.” Semrush: AI Search Trends for 2026 & How You Can Adapt As AI becomes the front door to information, LLMs.txt helps make sure that when people ask for expertise, your organization is the answer they get.
LSU Experts Break Down Artificial Intelligence Boom Behind Holiday Shopping Trends
Consumers are increasingly turning to artificial intelligence tools for holiday shopping—especially Gen Z shoppers, who are using platforms like ChatGPT and social media not only for gift inspiration but also to find the best prices. Andrew Schwarz, professor in the LSU Stephenson Department of Entrepreneurship & Information Systems, and Dan Rice, associate professor and Director of the E. J. Ourso College of Business Behavioral Research Lab, share their insights on this emerging trend. AI is the new front door for search: Schwarz: We’re seeing a fundamental change in how consumers find information. Instead of browsing multiple pages of results, users—especially Gen Z—are skipping to conversational AI for curated answers. That dramatically shortens the shopping journey. For years, companies optimized for SEO to appear on the first page of Google; now they’ll have to think about how their products surface in AI-generated recommendations. This may lead to a new form of “AIO”—AI Information Optimization—where retailers tailor product descriptions, metadata, and partnerships specifically for AI visibility. The companies that adapt early will have a distinct advantage in capturing consumer attention. Rice: This issue of people being satisfied with the AI results (like a summary at the top of the Google results) and then not clicking on any of the paid or organic links leads to a huge increase in what we call “zero click search” (for obvious reasons). For some providers, this is leading to significant drops in web traffic from search results, which can be disconcerting due to the potential loss of leads. However, to Andrew’s point of shortening the journey, it means that the consumers who do come through are much more likely to buy (quickly) because they are “better” leads. This translates to seemingly paradoxical situations for providers: they see drops in click-through rates and visitors/leads, yet revenue increases because the visitors are “better.” There is a rise in personalized shopping journeys: Schwarz: AI essentially acts as a personal shopper—one that can instantly analyze preferences, budget, personality traits, or past behavior to produce tailored gift lists. This shifts power toward “delegated decision-making,” in which consumers allow AI to narrow their choices. Younger consumers are already comfortable outsourcing this cognitive load. However, as ads enter the picture, these personalized journeys could be shaped by incentives that aren’t always transparent. That creates a new responsibility for platforms to disclose when suggestions are sponsored and for users to develop a more critical lens when interacting with AI-driven recommendations. Rice: This is also a great point. The “tools” marketers use to attract customers are constantly evolving, but this seems in many ways to be the next iteration of the Amazon.com suggestions that you find at the bottom of the product page for something you click on when searching Amazon (“buy all x for $” or “consumers also looked at…,” etc.), based on past histories of search and purchase, etc. One of the main differences is that you can now create virtually limitless ways to compare products, making comparisons less taxing (reducing cognitive load and stress), which may, in some cases, increase the likelihood of purchase. These idiosyncratic comparisons and prompts lead to the truly unique journeys Andrew is discussing. You no longer have to be beholden to a retailer-specified price range. You could choose your own, or instead ask an AI to list the products representing the best “value” based on consumer reviews, perhaps by asking to list the top ten products by cost per star rating, etc. Advertising is becoming more subtle and conversational: Schwarz: With ads woven directly into AI responses, the traditional boundary between content and advertising blurs. Instead of banner ads, pop-ups, or clearly labeled sponsored posts, recommendations in a conversational thread may feel more like advice than marketing. This has enormous implications for consumer trust. Retailers will likely see higher engagement through these context-aware ad placements, but regulatory scrutiny may also increase as policymakers evaluate how clearly sponsored content is identified. The risk is that advertising becomes invisible—something both platform designers and regulators will need to monitor carefully. Rice: This is definitely true. I was recently exploring an AI-based tool for choosing downhill skis, but the tool was subtly provided by a single ski brand. I’m not sure the distribution of ski brands covered was truly delivering the “best overall fit” for a potential buyer, rather than the best possible ski in that brand. At least in that case, it was somewhat disclosed. It does, however, become an issue if consumers feel misled, but they’d have to notice it first. Still, the advantages are big for retailers, and the numbers don't lie. According to some preliminary Black Friday data, shoppers using an AI assistant were 60% more likely to make a purchase. Schwarz: This shift is going to reshape multiple layers of the retail ecosystem: Retailers will need to rethink how they show up in AI-driven environments. Traditional SEO, ad bids, and social media strategies won’t be enough. Partnerships with AI platforms may become as important as being carried by major retailers today. Because AI tools can instantly compare prices across dozens of retailers, consumers will become more price-sensitive. Retailers may face increasing pressure to offer competitive pricing or unique value propositions, as AI reduces friction in comparison shopping. Retailers who integrate AI into their own websites—chat-based shopping assistants, personalized gift advisors, automated bundling—will gain an edge. Consumers are increasingly expecting conversational interfaces, and companies that delay will quickly feel outdated. As AI tools influence purchasing decisions, consumers and regulators alike will demand clarity around how recommendations are generated. Retailers will need to navigate this carefully to maintain What I think we are going to see accelerate as we move forward: AI-powered concierge shopping will become mainstream. Within a couple of years, using AI to generate shopping lists, compare prices, and find deals will be as common as using Amazon today. Retailers will create AI-specific marketing strategies. Instead of optimizing for keywords, they’ll optimize for prompts: how consumers might ask for products and how an AI system interprets those requests. More platforms will introduce advertising into AI models. ChatGPT is simply the first mover. Once the revenue potential becomes clear, others will follow with their own ad integrations. Greater scrutiny from policymakers. As conversational advertising grows, transparency rules and labeling requirements will almost certainly. A new era of “conversational commerce.” Buying directly through AI—“ChatGPT, order this for me”—will become increasingly common, merging search, recommendation, and transaction into a single seamless experience. I can speak to this on a personal level. My college-aged son is interested in college football, and I wanted to get him a streaming subscription to watch the games. However, the football landscape is fragmented across multiple, expensive platforms. I asked ChatGPT to generate a series of options. Hulu is $100/month for Live TV, but ChatGPT recommended a combination of ESPN+, Peacock, and Paramount+ for $400/year and identified which conferences would not be covered. What would have taken me hours only took me a few minutes! Rice: On the other hand, AI isn’t infallible, and it can lead to sub-optimal results, hallucinations, and questionable recommendations. From my recent ski shopping experience, I encountered several pitfalls. First, for very specific questions about a specific model, I sometimes received answers for a different ski model in the same brand, or for a different ski altogether, which was not particularly helpful, or specs I knew were just plain wrong. Secondly, regarding Andrew’s point about the conversational tone, I asked questions intended to push the limits of what could be considered reliable. For example, I asked the AI to describe the difference in “feel” of the ski for the skier among several models and brands. While the AI gave very detailed and plausible comparisons that were very much like an in-store discussion with a salesperson or area expert, I’m not sure I fully trust when an AI tells me that you can really feel the power of a ski push you out of a turn, this ski has great edge hold, etc. It sounds great, but where is the AI sourcing this information? I’m not convinced it’s fully accurate. It also seems we’re starting to see Google shift toward a more AI-centric approach (e.g., AI summaries and full AI Mode). At the same time, we’re also starting to see AI migrate closer to Google as people use it for product-related chats, and companies like Amazon and Walmart have developed their own AI that is specifically focused on the consumer experience. I can’t imagine it will be long before companies like OpenAI and their competitors start “selling influence” in AI discussions to monetize the influence their engines will have.
Do the math: We’re awake roughly 16 hours a day. We spend 10 of those hours staring at screens – phones, tablets, computers, TV, gaming devices. That’s 63% of our waking life. The first platform dedicated entirely to digital balance launching today reveals something even more startling: It's not that we lack willpower to change our behavior. It's that we lack confidence. New proprietary research from Offline.now shows that 8 in 10 people are ready to change their relationship with technology, but more than half are so overwhelmed with their digital habits, they don’t know where to start. “If you don’t learn how to manage the screens in your life, they will manage you,” says Eli Singer, Founder of Offline.now and author of Offline.now: A Practical Guide to Healthy Digital Balance. “When people tell us they feel overwhelmed, it’s not laziness. It’s a crisis of confidence. And confidence is something that can be built.” Digital Wellness Experts Address the Struggles No One Else Will These insights come from digital wellness experts in the Offline.now Digital Wellness Directory – a growing community of licensed professionals across North America specializing in ADHD, relationships, family dynamics, high-achievers, and sustainable behavior change. They’re not offering generic advice. They’re addressing specific digital struggles that define contemporary life. Psychotherapist Harshi Sritharan, who specializes in modern anxiety and ADHD, explains: “The biggest mistake people make is reaching for their phone or turning on their computer first thing in the morning. It injects your dopamine full of uncertainty. You’ve essentially told your brain the most important thing you have to do today is put out fires. I tell clients to delay that first scroll as long as possible and never hit ‘snooze’. You’re fragmenting your REM sleep and making yourself more exhausted. These aren’t willpower issues; they’re about understanding how blue light disrupts your circadian rhythm, especially for those with ADHD who already struggle with sleep regulation.” According to Sritharan, the breakthrough happens when people understand the dopamine cycles driving their dependence and “reframe how they connect with all their screens, whether it’s their phone, gaming console, or streaming TV.” High Achievers Can’t Unplug. The ‘Always-On’ Trap is Killing Productivity, Not Boosting It “A lot of high performers think they need better time management,” says Executive Function Coach, Craig Selinger. “But what they actually need are boundaries. They’ve built empires by being available 24/7, and their phones have become permission slips to say yes to everything.” The difference between old and new technology matters,” he explains. “Back in the day with TV, there was a clear demarcation of beginning and end, right? The episode ends and you move on. Now it’s like Minecraft or TikTok – there’s no ending. And mobility makes it sticky, because you’re physically carrying the drug with you, versus a TV that stayed in one room.” The breakthrough happens when they realize being unavailable on purpose isn’t a weakness. “Things like turning off notifications during deep work, or setting ‘do not disturb’ windows? Those aren’t luxuries. They’re the competitive advantages they’ve been missing.” Digital Dependency as a Third Party in a Relationship Licensed Marriage and Family Therapist Gaea Woods says digital devices are killing interpersonal relationships, not because tech is evil, but because “we use it unconsciously at the moments when connection matters most. When you’re scrolling at dinner, you’re telling your partner ‘my phone is more interesting and important than you’.” The breakthrough happens when couples set explicit agreements: response times, when devices go off-limits – and even what’s it’s OK with AI companions. “We’ve exited the era of meaningful communication without realizing it, and now we must deliberately rebuild it. Nature isn’t ‘Nice to Have’. It’s the Antidote to Screen Fatigue No One is Talking About After running a tech-free camp for 25 years, Personal Development Coach Mark Diamond says he’s seen what happens when kids get genuine face-to-face time interaction outdoors. “Their brains reset. The beauty and physical activity provide perspective that screens can never replicate. Digital dependency has eroded our ability to develop real human connections across all ages, not just teenagers. Screens should not replace the moments that define our wellbeing.” Why This Matters Now The stakes extend beyond personal frustration. Unchecked screen dependency is linked to rising rates of anxiety, deteriorating sleep quality, relationship breakdown, and what mental health experts call “continuous partial attention”, a state where we’re always connected, but never fully present. The Data Reveals When Change is Possible Beyond the confidence divide, Offline.now’s research uncovers the precise moments when users are most open to shifting their digital habits: Evenings from 6 pm-11:59 pm emerge as the “Go Time” window. 40% of self-assessment responders peak readiness to act. Sunday is “Reset Day, when 43% want to set boundaries for the week ahead. Saturdays offer natural opportunities for self-compassion and rest. Afternoons become the “Overwhelm Window”, with 57% feeling consumed by their screens. Critically, Fridays – despite having the highest overwhelm factor – are the worst time for interventions. Users are depleted and change rarely sticks. The Framework That Powers the Platform At the platform’s core is the Offline.now Matrix, a behavioral framework that maps the confidence and motivation levels of users to reveal their starting point: Overwhelmed, Ready, Stuck, or Unconcerned. Based on Singer’s book, Offline.now: A Practical Guide to Healthy Digital Balance, the approach replaces willpower-based advice with microlearning strategies – each taking 20 minutes or less – that track emotional triggers rather than just screen time totals. It offers 100 real-world alternatives to scrolling, from reorganizing a drawer to visiting a thrift shop, and reframes slip-ups as data, not disasters. “The books shows that lasting change doesn’t require deleting Instagram or TikTok tomorrow,” says Singer. “You need to win one personal victory today, and then another tomorrow. That’s how confidence rebuilds.” Propelled by University of Toronto’s Innovation Ecosystem Offline.now is a University of Toronto-affiliated startup, leveraging one of the world’s most powerful innovation networks. U of T is ranked among the top five university-managed business incubators globally and has helped create more than 1,500 venture-backed companies and secured more than CAD$14 billion in investment over the past decade. How Offline.now Works For individuals and families: Take the free self-assessment quiz using the Offline.now Matrix to map your motivation and confidence levels in under three minutes. Receive instant access to practical strategies, curated resources, and a searchable directory of digital wellness experts organized by specialty, location, and insurance coverage. For digital wellness professionals: Join a growing community of licensed mental health practitioners, certified behaviorial coaches, and registered social workers by creating your profile at Offline.now. The platform provides new client leads, professional development opportunities, and visibility in a rapidly expanding market. About Offline.now Offline.now is the first global platform dedicated entirely to achieving digital balance. Founder and author Eli Singer built one of North America’s first social media agencies before seeing technology shift from community-building to attention-harvesting. As a parent, he experienced firsthand the struggle to maintain digital balance. The platform combines proprietary behavioral research, expert guidance and counselling from licensed professionals, and science-backed strategies to help individuals and families build healthier relationships with their screens. Visit Offline.now at https://offline.now Expert Interview Availability Offline.now can arrange interviews with: Eli Singer, Founder – Vision for digital wellness; behavioral data insights Harshi Sritharan, Psychotherapist – Dopamine cycles, ADHD, anxiety and intentional tech use Craig Selinger, Executive Function Coach – Digital distraction in high achievers, family dynamics, ADHD Mark Diamond, Personal Development Coach – Outdoor wellness, sustainable behavior change, happiness, connection Gaea Woods, Licensed Marriage and Family Therapist – Communication, digital third-party relationships, phubbing Additional Resources Free self-assessment quiz - The Offline.now Matrix: https://offline.now/quiz Expert directory and booking: https://offline.now/experts/ Join the directory: https://offline.now/join/ Order Offline.now: A Practical Guide to Healthy Digital Balance: https://offline.now/book/
Motor vehicle crashes remain one of the leading causes of death among teenagers. For the youngest drivers, getting behind the wheel marks freedom but also comes with measurable risk. At the University of California, Irvine, Dr. Federico Vaca, professor and executive vice chair of emergency medicine, is determined to change that trajectory. “Driving licensure among our youngest drivers remains a major life milestone, and it allows for newfound freedom and opportunity for not only youth but their parents as well. At the same time, learning to drive and licensure come at a time when youth are rapidly moving through life with new transitions in school, with friends, and likely exposure to alcohol and drugs,” he says. “Our priority … is to examine the complexities of young driver behavior and to thoroughly understand crash injury risk and crash prevention among this special group of drivers.” Vaca’s work is at the intersection of health, transportation science and policy. A fellow of the Association for the Advancement of Automotive Medicine and a researcher at UC Irvine’s Institute of Transportation Studies, he previously served as a medical fellow at the U.S. Department of Transportation’s National Highway Traffic Safety Administration in Washington, D.C. His long-standing goal is to prevent the injuries he has seen and treated in emergency departments and trauma centers through rigorous research, using the findings to inform and advance evidence-based programs and policies that save lives on the road. Innovating safety science UC Irvine is home to a new hub for understanding and preventing crash injuries among young drivers, the Brain, Body & Behavior Driving Simulation Lab, founded by Vaca and his interdisciplinary team. At the heart of the B3DrivSim Lab is a high-fidelity, half-cab driving simulator capable of replicating real-world conditions with precision. It uses advanced software to design customized driving scenarios – from complex roadway environments to the inclusion of such human elements as distraction and fatigue – all while capturing real-time video and driving behavior as well as vehicle control metrics. This integration of medicine, behavioral science and engineering enables researchers to measure how developmental and socioecological factors shape driver decisions in unique and consequential ways. The B3DrivSim Lab also represents a growing mentorship ecosystem at UC Irvine. In mid-June, the facility welcomed Siwei Hu, a postdoctoral scholar who earned a Ph.D. in civil and environmental engineering, with a focus on transportation studies, at UC Irvine. Hu works closely with Vaca to combine engineering and modeling analytics with behavioral and crash risk insights. The half-cab driving simulator uses advanced software to replicate real-world conditions and design customized driving scenarios – from complex roadway environments to the inclusion of such human elements as distraction and fatigue – all while capturing real-time video and driving behavior as well as vehicle control metrics. Steve Zylius / UC Irvine From the lab to policy Beyond simulation, Vaca’s latest National Institutes of Health-funded study, separate from his lab’s work, takes this philosophy to the national level. His project, “Modeling a National Graduated-BAC Policy for 21- to 24-Year-Old Drivers,” explores whether lowering the legal blood alcohol limit for young adults could reduce alcohol-related crashes and deaths. “When you turn 21, at that very moment, the application of several alcohol-related prevention laws changes in the blink of an eye,” Vaca says. “Before that, the minimum legal drinking age and zero-tolerance laws are in place to protect young drivers from alcohol-impaired driving. Effectively, the second you turn 21, those prevention policies don’t apply, and you’re suddenly allowed to have a much higher blood alcohol concentration in your body that’s intimately tied to serious and fatal crash risk. It’s a very dangerous disconnect.” The study will use national crash data, behavioral surveys and system dynamics modeling to examine how a “graduated BAC policy” might bridge that gap, giving young adult drivers a safer transition into full legal responsibility and saving many more lives. Bridging science, education and prevention Earlier this year, Vaca and his B3DrivSim team joined prevention program educators, policymakers, engineers and law enforcement professionals in Anaheim at a Ford Driving Skills for Life event, part of a Ford Philanthropy-sponsored national effort teaching teens hands-on safe driving techniques – from hazard recognition to impaired-driving awareness. Speaking to more than 130 high school students and their parents from local and distant communities, Vaca emphasized the connection among driving, independence, opportunity and responsibility. That message aligns with his broader initiative, Youth Thriving in Life Transitions with Transportation, which introduces high school students to traffic safety and transportation science and their role in promoting health, education and employment in early adulthood. By linking research and real-world experience, the project empowers youth to see mobility as a foundation for opportunity with safety as its cornerstone. With overall young driver crash fatalities rising 25 percent nationally over the last decade and a 46 percent increase in fatal crashes where a young driver had a BAC of ≥ .01/dL, Vaca’s work represents a crucial step toward reversing that trend. Through a combination of clinical insight and prevention, transportation and data science underscored by community collaboration, he and his team are redefining how researchers and policymakers think about youth driver safety.
Taking discoveries to the real world for the benefit of human health
It takes about a decade and a lot of money to bring a new drug to market—between $1 billion to $2 billion, in fact. University of Delaware inventor Jason Gleghorn wants to change that. At UD, Gleghorn is developing leading-edge microfluidic tissue models. The devices are about the size of two postage stamps, and they offer a faster, less-expensive way to study disease and to develop pharmaceutical targets. These aren’t tools he wants to keep just for himself. No, Gleghorn wants to put the patented technology he’s developing in the hands of other experts, to advance clinical solutions in women’s health, maternal-fetal health and pre-term birth. His work also has the potential to improve understanding of drug transport in the female reproductive tract, placenta, lung and lymph nodes. Gleghorn, an associate professor of biomedical engineering, was named to the first cohort of Innovation Ambassadors at UD, as part of the University’s effort to foster and support an innovation culture on campus. Below, he shares some of what he’s learned about translating research to society. Q: What is the problem that you are trying to address? Gleghorn: A lot of disease has to do with disorganization in the body’s normal tissue structure. My lab makes microfluidic tissue models, called organ-on-a-chip models, that have super-tiny channels about the thickness of a human hair, where we can introduce very small amounts of liquid, including cells, to represent an organ in the human body. This can help us study and understand the mechanism of how things work in the body (the biology) or help us do things like drug screening to test therapeutic compounds for treating disease. And while these little microfluidic devices can do promising things, the infrastructure required to make the system work often restricts their use to high-end labs. We want to democratize the techniques and technology so that nonexperts can use it. To achieve this, we changed the way we make these devices, so that they are compatible with standard manufacturing, which means we can scale them and create them much easier. Gleghorn: One of the problems with drug screening, in general, is that animal model studies don’t always represent human biology. So, when we’re using animal models to test new drugs — which have been the best tool we have available — the results are not always apples to apples. Fundamentally, our microfluidic devices can model what happens in humans … we can plug in the relevant human components to understand how the mechanism is working and then ask questions about what drives those processes and identify targets for therapies to prevent the dysfunction. Q: What is innovative about this device? Gleghorn: The innovation part is this modularity — no one makes these devices this way. The science happens on the tiny tissue model insert, which is sandwiched between two pieces of clear acrylic. This allows us to watch what’s happening on the tissue model insert in real time. Meanwhile, the outer shell’s clamshell design provides flexibility: if we’re studying lung tissue and we want to study the female reproductive tract, all we do is unscrew the outer shell and insert the proper tissue model that mimics the female reproductive tract and we’re off. We’ve done a lot of the engineering to make it very simple to operate and use, and adaptable to common lab tools that everyone has, to eliminate the need for financial investment in things like specialized clean rooms, incubators and pumps, etc., so the technology can be useful in regular labs or easily deployable to far-flung locations or countries. With a laser cutter and $500 worth of equipment, you could conceivably mass manufacture these things for maternal medicine in Africa, for example. Democratizing the technology so it is compatible and useful for even an inexperienced user aligns with the mission of my lab, which focuses on scaling the science and the innovation faster, instead of only a few specialized labs being a bottleneck to uncovering new mechanisms of disease and the development of therapies. We patented this modularity, the way to build these tiny microfluidic devices and the simplicity of how it's used as a tool set, through UD’s Office of Economic Innovation and Partnerships (OEIP). Q: How have you translated this work so far? Gleghorn: To date, we've taken this microfluidic system to nine different research labs across seven countries and four continents — including the United States, the United Kingdom, Australia, France, Belgium and South Africa. These labs are using our technology to study problems in women’s health and collecting data with it. We’re developing boot camps where researchers can come for two or three days to the University of Delaware, where we teach them how to use this device and they take some back with them. From a basic science perspective, there is high enthusiasm for the power of what it can tell you and its ease of use. As engineers, we think it's pretty cool that many other people are using our innovations for new discoveries. Q: What support and guidance have you received from the UD innovation ecosystem? Gleghorn: To do any of this work, you need partners that have various expertise and backgrounds. UD’s Office of Economic Innovation and Partnerships has built a strong team of professionals with expertise in different areas, such as how do you license or take something to patent, how do you make connections with the business community? OEIP is home to Delaware’s Small Business Development Center, which can help you think about business visibility in terms of startups. Horn Entrepreneurship has built out impressive programs for teaching students and faculty to think entrepreneurially and build mentor networks, while programs like the Institute for Engineering Driven Health and the NSF Accelerating Research Translation at UD provide gap funding to be able to do product development and to take the work from basic prototype to something that is more marketable. More broadly in Delaware is the Small Business Administration, the Delaware Innovation Space and regional grant programs and small accelerators to help Delaware innovators. Q: How have students in your lab benefited from engaging in innovation? Gleghorn: Undergraduate students in my lab have made hundreds of these devices at scale. We basically built a little manufacturing facility, so we have ways to sterilize them, track batches, etc. We call it “the foundry.” In other work, graduate students are engineering different components or working on specific system designs for various studies. The students see collaborators use these devices to discover new science and new discoveries. That's very rewarding as an engineer. Additionally, my lab focuses on building solutions that are useful in the clinic and commercially viable. As a result, we've had two grad students spin out companies related to the work we've been doing in the lab. Q: How has research translation positively impacted your work? Gleghorn: I started down this road maybe five years ago, seriously trying to think about how to translate our research findings. Being an entrepreneur, translating technology — it's a very different way to think about your work. And so that framework has really permeated most of the research that I do now and changed the way I think about problems. It has opened new opportunities for collaboration and for alternate sources of funding with companies. This has value in terms of taking the research that you're doing fundamentally and creating a measurable impact in the community, but it also diversifies your funding streams to work on important problems. And different viewpoints help you look at the work you do in new ways, challenging you to define the value proposition, the impact of your work.
University Communications Needs a Bigger Role in the Research Conversation
While attending the Expert Finder Systems International Forum (EFS), several notable themes emerged for me over the 2-day event. It's clear that many universities are working hard to improve their reputation by demonstrating the real-world impact of their research to the public and to funders, but it's proving to be a challenging task - even for the largest R1 universities. Many of these challenges stem from how institutions have traditionally organized their research functions, management systems, and performance metrics. Engaging faculty researchers in this process remains a significant challenge, despite the need for rapid transformation. While this EFS conference was very well-organized and the speakers delivered a great deal of useful information, I appeared to be one of the few marketing and communications professionals in a room full of research leaders, administrative staff, librarians, and IT professionals. There's a certain irony to this, as I observe the same phenomenon at HigherEd marketing conferences, which often lack representation from research staff. My point is this. We can't build better platforms, policies, and processes that amplify the profile of research without breaking down silos. We need University Communications to be much more involved in this process. As Baruch Fischhoff, a renowned scholar at Carnegie Mellon University, notes: Bridging the gap between scientists and the public “requires an unnatural act: collaboration among experts from different communities” – but when done right, it benefits everyone. But first, let's dive in a little more into RIM's and Expert Finder Systems for context. What are Research Information Systems (RIMs) Research Information Management systems (aka Expert Finder Systems) are the digital backbone that tracks everything researchers do. Publications, grants, collaborations, patents, speaking engagements. Think of them as massive databases that universities use to catalog their intellectual output and demonstrate their research capacity. These systems matter. They inform faculty promotion decisions, support strategic planning and grant applications, and increasingly, they're what institutions point to when asked to justify their existence to funders, accreditors, and the public. But here's the problem: most RIM systems were designed by researchers, for researchers, during an era when academic reputation was the primary currency. The game has fundamentally changed, and our systems haven't caught up. Let's explore this further. Academic Research Impact: The New Pressure Cooker Research departments across the country are under intense pressure to demonstrate impact—fast. State legislators want to see economic benefits from university research. Federal agencies are demanding clearer public engagement metrics. Donors want stories, not statistics. And the general public? They're questioning whether their tax dollars are actually improving their lives. Yet some academics are still asking, “Why should I simplify my research? Doesn’t the public already trust that this is important?” In a word, no – at least, not like they used to. Communicators must navigate a landscape where public trust in science and academia is not a given. The data shows that there's a lot of work to be done. Trust in science has declined and it's also polarized:. According to a Nov. 2024 Pew Research study, 88% of Democrats vs. 66% of Republicans have a great deal or fair amount of confidence in scientists; overall views have not returned to pre-pandemic highs and many Americans are wary of scientists’ role in policymaking. While Public trust in higher education has declined, Americans see universities having a central role in innovation. While overall confidence in higher education has been falling over the past decade, a recent report by Gallup Research shows innovation scores highest as an area where higher education helps generate positive outcomes. Communication is seen as an area of relative weakness for scientists. Overall, 45% of U.S. adults describe research scientists as good communicators, according to a November 2024 Pew Research Study. Another critique many Americans hold is the sense that research scientists feel superior to others; 47% say this phrase describes them well. The traditional media ecosystem has faltered:. While many of these issues are largely due to research being caught in a tide of political polarization fueled by a significant rise in misinformation and disinformation on social media, traditional media have faced serious challenges. Newsrooms have shrunk, and specialized science journalists are a rare breed outside major outlets. Local newspapers – once a reliable venue for highlighting state university breakthroughs or healthcare innovations – have been severely impacted. The U.S. has lost over 3,300 newspapers since 2005, with closures continuing and more than 7,000 newspaper jobs vanished between 2022 and 2023 according to a Northwestern University Medill Report on Local News. Competition for coverage is fierce, and your story really needs to shine to grab a journalist's attention – or you need to find alternative ways to reach audiences directly. The Big Message These Trends are Sending We can’t just assume goodwill – universities have to earn trust through clear, relatable communication. Less money means more competition and more scrutiny on outcomes. That's why communications teams play a pivotal role here: by conveying the impact of research to the public and decision-makers, they help build the case for why cuts to science are harmful. Remember, despite partisan divides, a strong majority – 78% of Americans – still agree government investment in scientific research is worthwhile. We need to keep it that way. But there's still a lot of work to do. The Audience Mismatch Problem The public doesn't care about your Altmetrics score. The policymakers I meet don't get excited about journal impact factors. Donors want to fund solutions to problems they understand, not citations in journals they'll never read. Yet our expert systems are still designed around these traditional academic metrics because that's what the people building them understand. It's not their fault—but it's created a blind spot. "Impact isn't just journal articles anymore," one EFS conference panelist explained. "It's podcasts, blogs, media mentions, datasets, even the community partnerships we build." But walk into most research offices, and those broader impacts are either invisible in the system or buried under layers of academic jargon that external audiences can't penetrate. Expert systems have traditionally been primarily focused on academic audiences. They're brilliant at tracking h-Index scores, citation counts, and journal impact factors. But try to use them to show a state legislator how your agriculture research is helping local farmers, or explain to a donor how your engineering faculty is solving real-world problems? There's still work to do here. As one frustrated speaker put it: "These systems have become compliance-driven, inward-looking tools. They help administrators, but they don't help the public understand why research matters. The Science Translation Crisis Perhaps the most sobering observation came from another EFS Conference speaker who said it very plainly. "If we can't explain our work in plain language, we lose taxpayers. We lose the community. They don't see themselves in what we do." However, this feels more like a communication problem masquerading as a technology issue. We've built systems that speak fluent academic, but the audiences we need to reach speak human. When research descriptions are buried in jargon, when impact metrics are incomprehensible to lay audiences, when success stories require a PhD to understand—we're actively pushing away the very people we need to engage. The AI Disruption Very Few Saw Coming Yes, AI, like everywhere else, is fast making its mark on how research gets discovered. One impassioned speaker representing a university system described this new reality: "We are entering an age where no one needs to click on content. AI systems will summarize and cite without ever sending the traffic back." Think about what this means for a lot of faculty research. If it's not structured for both AI discovery and human interaction, your world-class faculty might as well be invisible. Increasingly, you will see that search traffic isn't coming back to your beautifully designed university pages—instead, it's being "synthesized" and served up in AI-generated summaries. I've provided a more detailed overview of how AI-generated summaries work in a previous post here. Keep in mind, this isn't a technical problem that IT can solve alone. It's a fundamental communications challenge about how we structure, present, and distribute information about our expertise. Faculty Fatigue is Real Meanwhile, many faculty are experiencing serious challenges managing busy schedules and mounting responsibilities. As another EFS panelist commented on the challenges of engaging faculty in reporting and communicating their research, saying, "Many faculty see this work as duplicative. It's another burden on top of what they already have. Without clear incentives, adoption will always lag." Faculty researchers are busy people. They will engage with these internal systems when they see direct benefits. Media inquiries, speaking opportunities, consulting gigs, policy advisory roles—the kind of external visibility that advances careers and amplifies research impact. And they require more support than many institutions can provide. Yet, many universities have just one or two people trying to manage thousands of profiles, with no clear strategy for demonstrating how tasks such as profile updates and helping approve media releases and stories translate into tangible opportunities. In short, we're asking faculty to feed a system that feels like it doesn't feed them back. Breaking Down the Silos Which brings me to my main takeaway: we need more marketing and communications professionals in these conversations. The expert systems community is focused on addressing many of the technical challenges—data integration, workflow optimization, and new metadata standards — as AI transforms how we conduct research. But they're wrestling with fundamental communication challenges about audience, messaging, and impact storytelling. That's the uncomfortable truth. The systems are evolving whether we participate or not. The public pressure for accountability isn't going away. Comms professionals can either help shape these systems to serve critical communications goals or watch our expertise get lost in translation. ⸻ Key Takeaways Get Closer to Your Research: This involves having a deeper understanding of the management systems you use across the campus. How is your content appearing to external audiences? —not just research administrators, but the journalists, policymakers, donors, and community members we're trying to reach. Don't Forget The Importance of Stories: Push for plain-language research descriptions without unnecessarily "dumbing down" the research. Show how the work your faculty is doing can create real-world benefits at a local community level. Also, demonstrate how it has the potential to address global issues, further enhancing your authority. And always be on the lookout for story angles that connect the research to relevant news, adding value for journalists. Structure Expert Content for AI Discoverability: Audit your content to see how it's showing up on key platforms such as Google Gemini, ChatGPT. Show faculty how keeping their information fresh and relevant translates to career opportunities they actually care about. Show Up at These Research Events: Perhaps most importantly, communications pros need to be part of these conversations. Next year's International Forum on Expert Finder Systems needs more communications professionals, marketing strategists, and storytelling experts in the room. The research leaders, administrators and IT professionals you will meet have a lot of challenges on their plate and want to do the right thing. They will appreciate your input. These systems are being rapidly redesigned - Whether you're part of the conversation or not. The question is: do we want to influence how they serve our institutions' communications goals, or do we want to inherit systems that work brilliantly for academic audiences but get a failing grade for helping us serve the public?
