As the competitions among higher education institutions (HEIs) intensify, brand building has gradually become an important means for HEIs to build their images and enhance their competitiveness. For HEIs, the significance of integrated marketing communication lies in the integration of brand image communication content, communication channel and communication process. At present, the influence of traditional communication channels declines, the influence of self-established media is limited,

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... the negative information is not monitored well. Under such circumstances, AI technology can provide technical support for integrated marketing communications of HEI brand. In terms of communication content, VR/AR, UAV, interactive games and chatbot are mainly applied. In the aspect of communication channels, the data mining technique is mainly used to achieve differentiated communication, and the big data analysis technique is adopted to integrate brand image information communication channels. With regard to negative information monitoring, the natural language processing technology can provide high-efficiency, full-coverage and round-the-clock negative information monitoring.