That said, it is the US that is currently leading the way – particularly Arizona State University, whose creative use of digital, online and AI tools has demonstrated how on-campus and online education, both at scale, can be combined in a top research university, all while access is increased and costs decreased. In addition, many US universities have adopted data-driven strategies to improve student retention and success. They have started to integrate AI to personalise learning experiences and use analytics to align academic offerings with both employer demands and student interests.