Mumbai, Sep 16: LS Digital, a global integrated Digital Business Transformation company, together with Parul University, has partnered with ChatGPT to expand Parul University’s reach among prospective students through conversational advertising. The activation marks Parul University as LS Digital’s first education client to activate ChatGPT Ads, extending their ongoing partnership into an emerging advertising environment.
The collaboration comes as the way prospective students discover and evaluate information continues to evolve. While search and social remain important parts of the journey, conversational AI is becoming another environment where students can ask questions, explore courses and institutions, and seek information as they consider their options.
Through ChatGPT Ads, Parul University is extending its digital presence into this environment, complementing existing media touchpoints and creating an additional opportunity to connect with prospective students. The activation forms part of the university’s broader media strategy, with LS Digital bringing its understanding of evolving consumer behaviour and emerging media environments to the approach.
“Great institutions have always evolved with the way society learns, discovers, and makes decisions. Today, that evolution is taking place through intelligent, conversational technology. For Parul University, embracing this shift is not about following a trend, it’s about ensuring that the institution remains accessible, relevant, and credible at the very moment a student begins to imagine what comes next.” Dr. Devanshu Patel, President, Parul University
“Every shift in technology creates a new way for institutions to connect with their audiences. Conversational AI is creating precisely that opportunity in education. At Parul University, we are embracing this evolution with the ambition to make our academic opportunities more discoverable, our information more accessible, and our connection with prospective students more meaningful. With LS Digital, we are bringing the right combination of innovation, insight, and measurement to this emerging space.” Dhruvil Shah, CEO, Parul University
Speaking on the activation, Rupak Ved, Chief Business Officer & CEO – Media, LS Digital, said,
“Consumer discovery is becoming more distributed, with search, social, video, commerce, and now conversational AI playing different roles across the journey. As these behaviours evolve, we believe media strategies need to evolve with them, reflecting where and how consumers are discovering, exploring, and making decisions. For our clients, this means staying ahead of these shifts, identifying relevant opportunities early and understanding how they can meaningfully contribute to the broader media journey. Our work with Parul University on ChatGPT Ads is an extension of that approach, bringing an emerging advertising format into the student search journey.
With the massive upsurge in conversational AI, context is becoming increasingly important. Unlike traditional digital touchpoints, these interactions begin with what users want to understand or explore, making relevance key for brands entering this space.
Shantanu Bhattacharya, Chief Client Officer, LS Digital, said,
“With conversational AI, the starting point is what the consumer wants to know or explore. For a considered category such as education, that context is particularly relevant. Our work with Parul University brings this thinking into the student journey while keeping the activation connected to the university’s broader digital and business objectives.”
From Parul University: This activation is built around how students actually seek information. Students are turning to ChatGPT to ask questions, compare options, and make more informed decisions about their journey. Our presence on the platform allows us to be part of that journey with information that is relevant, credible, and directly connected to what students are looking for. Our placements are clearly identified as sponsored responses and remain separate from ChatGPT’s answers, ensuring transparency while giving prospective students another trusted source of information as they explore programs, eligibility, campus life, and career opportunities. The objective is to make the right information available at the right moment, on a platform students are increasingly using to find it.