University of Wisconsin-Milwaukee turns AI into access with the Family AI Assistant
Since partnering with CampusESP in 2022, University of Wisconsin-Milwaukee has transformed the ways it engages families, delivering timely communication and meaningful support throughout the student journey.
Always looking for ways to improve the parent experience, Chris Brundidge, Director of the Office of Student Enrollment Communications at UWM, saw an opportunity to make information more accessible through the ESP Sense™ Family AI Assistant. As an early adopter and pilot partner for the tool, UWM helped shape the future of AI-powered family engagement, giving families instant access to answers while providing staff with valuable insight into questions and concerns supporters are asking most.
For its intentional approach to family engagement and commitment to innovation, we’re proud to recognize the University of Wisconsin-Milwaukee as the latest recipient of the CampusESP MVP Award!
Helping families find answers
With more than 40% of UWM students identifying as first-generation, Brundidge embraced the AI Assistant as a way to make information more accessible to families.
“The Family AI Assistant is a 24/7, accessible resource that contextualizes and gives actual answers. We wanted families to feel informed and empowered to get the information they need,” he explained.
Brundidge also understood the uncertainties families experience as they navigate higher education for the first time.
“I get nervous thinking about first-gen families trying to scour the website to get answers to their questions,” he continued. “A one-stop shop with a built-in AI Assistant gives me a lot of faith that our families will have a really great experience.”
Whether families are searching for answers before work, late at night, or across time zones, the AI Assistant provides immediate support when staff isn’t available. Today, 41% of Family AI Assistant conversations take place on nights and weekends — extending the ability to serve families well beyond traditional work hours.
The AI Assistant also uncovered areas for UWM to improve its digital experience. Because it pulls answers from existing web content, the Assistant quickly exposed broken links, outdated pages, and confusing content that otherwise would’ve gone unnoticed.
One click closer to better support
UW-Milwaukee is no stranger to the lengthy approval processes that accompany new AI solutions. Brundidge admitted that piloting the AI Assistant took some creativity, but its foundation within the trusted CampusESP platform set it apart from other standalone tools.
While other student-facing chatbot implementations stretched across months, CampusESP’s AI Family Assistant launched quickly. The combination of a self-service purchasing process and one-click implementation allowed UWM to move from idea to impact faster — giving the team a ready-to-use Assistant with minimal training and setup.
“It was easy to implement, and the short timeframe for getting the tool stood up was remarkable,” he said.
Brundidge also appreciated the ability to configure and personalize the AI Assistant himself, instead of waiting on vendor support to make updates.
Early success with the Family AI Assistant
The first few months of usage told a clear story: families immediately embraced the new experience:
Prospective families sent over 800 messages across 277 unique users, with a 4.2 out of 5 average satisfaction score.
Current families sent 350+ messages across 150 unique users, with a 5 out of 5 average satisfaction rating.
Housing and orientation topped the list of questions across both audiences— exactly the kind of time-sensitive, detail-heavy questions families want answered immediately.
As an early adopter, the results validated what Brundidge believed from the start: when AI solves a real problem, families are ready to use it.
A front-row seat to what families need
Perhaps the most valuable outcome of all was the insights Brundidge and his team gained from family conversations. “Parents asked the AI Assistant for information traditionally managed through FERPA — grades, registration, things like that. We quickly took that feedback to leadership and are continuing to explore ways to meet those needs. Parents were telling us they wanted more access,” he said.
Rather than simply answering questions, the AI Assistant became a continuous feedback loop, helping Brundidge and his team better understand family needs and identify areas for support.
“The ability to see all the topics parents want to know about is incredibly insightful… With the AI Assistant, you get a front-row seat to what parents aren’t telling you. That information is invaluable.” -Chris Brundidge, Director of the Office of Enrollment Communications
UWM’s commitment to the family experience extends beyond the AI Assistant, with the successful launch of a Slate checklist integration within its Family Portal. Together, these efforts reflect the thoughtful, intentional approach that makes UWM a standout CampusESP partner.
Congratulations to Chris and the entire UW-Milwaukee team on this well-earned MVP award. We can’t wait to see what’s next!
