The HE digital landscape is constantly changing. Tech like AI,hyper personalisation and automation may sound like science fiction - but they are now science fact. And to meet the expectations of hyper connected students, teams in admissions, recruitment and marketing can use this tech to stand out, build bonds and create trust. Recognising that digital innovation is no longer in a galaxy far, far away, digital Jedis Paul & Rebecca from UEA share five things higher education can learn from Star Wars.