Khan Academy
Many educators feared AI tools like ChatGPT would lead to rampant student cheating — and less learning. With school educators anxious about AI in classrooms, Khan Academy sought to, well, educate audiences about how its coming AI-powered tutor Khanmigo could support teaching and learning.
We. expanded visibility for Khan Academy’s Sal Khan (respected as both CEO and educator) and Kristen DiCerbo, Chief Learning Officer, as measured proponents of AI in education. This raised both Sal and Kristen’s profiles as it reassured skeptics. The media push included outreach to education trades and AI-beat reporters; interviews with Sal and Kristen; demos of Khanmigo with consumer tech reporters; and access to schools piloting AI tools.
The launch landed well-timed stories in The 74 Million, Axios, Education Week, Gizmodo, The Hechinger Report and Popular Science. Fast-follow stories appeared in leading business outlets and national dailies: Fast Company, Fox Business, The Today Show and The New York Times.
Showing that using a disruptive moment in time can further a brand’s reputation and provide positive momentum.
