On Thursday, 16th October 2025, GSL Live once again convened professionals from the student accommodation sector in London, fostering an environment for idea exchange, networking, and collaborative learning. This year’s event was abundant with surprising insights and enlightening discussions, prompting us to share an overview alongside some pivotal themes and takeaways.
Artificial Intelligence and Generation Alpha: Anticipating Future Trends
The day commenced with a keynote address from Antony Slumber, a globally acknowledged speaker, advisor, and writer, who contemplated the future role of AI within the PBSA industry. His message was unequivocal; the accessibility of this level of technology is unprecedented, and as it becomes more commonplace, the notion of “human becoming the new luxury” takes precedence.
No longer do we need to master computing languages to command machines; a simple request in English (or any other language) suffices to instruct computers and robots on desired tasks. With the rise of artificial intelligence and robotics, one cannot help but ponder: what remains for humanity? According to Antony, the answer lies in questions. He stressed the significance of critical and analytical thinking, asserting that the most crucial skill moving forward will be the ability to formulate insightful questions.
Mark Lockton, CEO of embracent, later expanded on this theme, indicating that opportunities for innovation are abundant. Both Mark and Antony concurred that AI ought to serve as a tool to liberate teams, enabling more authentic human interactions. The ultimate objective should not merely be to “implement AI.” Instead, as with any new process, the focus should first be on addressing existing concerns—both for students and operators—before exploring how AI can assist in alleviating these challenges or managing them more effectively.
Antony highlighted several ‘low regret’ and high ROI applications that the PBSA sector can adopt to streamline daily operational tasks, such as chatbots and virtual tours. However, he and Mark also looked further ahead, considering the sophisticated ways AI could enhance student welfare, optimise energy consumption, conduct building inspections, and much more.
The role of AI was a recurring topic throughout various sessions, including a presentation by Ruth Bolle, Managing Partner of Research by Design. Her presentation, titled “It’s Giving Gen Alpha,” focused on Generation Alpha, defined as individuals born between 2010 and 2025, projected to become the largest generation in history with over 2 billion members by 2025. Ruth noted that while Gen Alpha are “digital natives”—having grown up in an era dominated by smartphones, tablets, and AI—they are not “digital addicts” and continue to value tangible, real-world experiences.
A shocking statistic unveiled during her presentation indicated that 67% of Gen Alpha will engage in careers that do not currently exist, a revelation that prompted audible reactions from the audience.
Ruth continued by underscoring the values influencing Gen Alpha’s purchasing decisions, many of which align with Antony’s recommendations for the long-term integration of AI in student accommodation. This generation places a premium on sustainability, genuine inclusivity, and personalisation. With Antony illustrating the potential for AI to deliver hyper-personalised services and make informed decisions regarding energy management, the technological capabilities resonate well with the expectations of the emerging generation. The seamless integration of technology into daily life will be anticipated as a standard, exemplified by the widespread use of voice assistants and digital services.
While AI holds the promise of enhanced efficiencies, our speakers were keen to emphasise that technology alone will not dictate success—people will.
Empowered Teams Foster Exceptional Resident Experiences
Encouragingly, the focus on human connections emerged as frequently as, if not more than, the emphasis on technology. Suraiya Comunello from Nido Living provided an update on the Women in PBSA (WinPBSA) initiative, which was launched at the previous year’s GSL Live. Over its inaugural year, WinPBSA successfully established a mentorship programme, matching 44 mentor-mentee pairs, hosted a series of webinars addressing common challenges within the sector, and worked on policy guidelines regarding parental leave and menopause.
This was followed by a session that delved into the advantages and best practices of mentorship, featuring three of WinPBSA’s mentors—Jan Capper, Clare Ody, and Joanne Pollard. They shared their personal experiences, breakthrough moments, and insights gleaned from their mentees, highlighting the reciprocal value of mentorship for both mentors and mentees. A noteworthy aspect of this session was the diverse attendance; participants included both men and women from various roles and levels of experience within the sector, yet everyone walked away with fresh perspectives.
A particularly gratifying moment arose when an audience member, with only three weeks of experience in PBSA, sought initial guidance, while another, boasting nine years in the sector, inquired whether it was ever too late to seek mentorship.
One piece of advice that resonated deeply was Clare’s suggestion that anyone in a non-student-facing role should seize every opportunity to visit accommodation buildings and engage with residents.
This principle has been embraced by the Axo Student Living team, as Priya Crook, Sales and Marketing Director, illustrated during another panel discussion. While exploring how operators can convey value for money within budget constraints, the necessity of face-to-face staff interactions was highlighted as a key element in helping students feel valued. Their head office team discovered that working from accommodation settings not only enhances their connection with residents but also fosters a stronger relationship between residents and the brand, creating a deeper sense of belonging.
Fostering Collaboration and Innovation
Continuing the theme of collaboration, Romy Levin, Head of Marketing for Nido Living, shared insights into how they creatively bridged gaps between teams. The marketing team initiated a Dragon’s Den/Shark Tank challenge during one of their regular meetings, yielding such inspiring outputs that they decided to broaden the initiative. The subsequent gathering brought together all Nido teams to replicate the challenge across the organisation.
Teams were formed, each comprising representatives from various departments, including general managers and colleagues from IT, marketing, or finance. They were given one hour to adopt an entrepreneurial mindset, brainstorming and refining ideas for innovation within student accommodation, identifying challenges, solutions, and anticipated impacts. These ideas were then pitched to the assembled ‘dragons.’ Romy reflected that this approach was an effective method to unlock creativity, allowing each team to contribute their voice while fostering a deeper understanding of shared challenges across the organisation. The dual benefits of this initiative included the generation of numerous innovative ideas rooted in organisational realities and a significant boost in staff morale, where each individual feels acknowledged, motivated, and inspired. This initiative has evolved beyond a one-off event; it now features a permanent taskforce empowered with funding and the autonomy to experiment.
Community: A Vital Yet Evolving Concept
Sarah Ead, Head of Insight for GSL, presented findings from our latest research report, Building Connections, developed in collaboration with CUBO. Drawing on data from the GSL Index, Sarah revealed that while the sense of community among students has improved over time, a significant number still grapple with their social experiences.
Specifically, one-third of students face challenges in meeting new individuals. Furthermore, 28% report a lack of confidence in pursuing activities they desire at university, while more than one in five struggle with feelings of loneliness or difficulties in forming relationships. Students with disabilities, those who are neurodivergent, and LGBTQIA+ individuals are particularly prone to social challenges and express a desire for greater involvement in extracurricular activities, yet encounter barriers.
Danielle Barnes, Student Life Manager at Edge Hill University, shared insights regarding the success of their ‘Get Connected’ programme, which offers regular small-scale events designed to assist students who find it hard to forge friendships or require support in building their confidence for larger gatherings. Similarly, Hannah Cruse, Accommodation Communications Officer at UWE Bristol, highlighted their regular tea party events, specifically marketed as ‘shy & friendly’ to create an inviting atmosphere.
In a later presentation on perceptions of value for money, we examined the leading factors influencing students’ perceptions of value, as outlined in the GSL Index: condition and quality, bedroom, management, care & support, environmental impact, and laundry services.
Notably, social events emerged as the aspect of management performance most likely to influence perceptions of value for money. Peter Brook, Operations Director for LIV Student, discussed how a shift towards more authentic event programming has significantly enhanced students’ perceptions of value. He noted that events fostering a sense of belonging to the broader community, such as ongoing partnerships with local care homes and other projects involving student contributions to the community, have had a profound impact.
Organising appropriate events is crucial in encouraging students to meet new people and nurture a sense of community. However, students also seek comfort in their living arrangements, and the transition to sharing space with unfamiliar individuals can be daunting.
The Importance of Conflict Resolution Skills
Sarah’s presentation emphasised the critical role of student relationships in enhancing their overall sense of belonging, which is closely tied to academic achievement, retention, and wellbeing. She shared commentary from the GSL Index, reflecting students’ increasing desire for assistance from site teams in navigating conflicts and difficult conversations with their roommates.
In response, Becca Hayhurst, Head of Resident Experience for Unite Students, introduced their ‘courageous conversations’ initiative. They recognised that not only do students feel hesitant to engage in difficult discussions, but many younger staff members also share this reluctance, often feeling uncomfortable with the prospect of disciplining students or intervening in conflicts. As a result, they have reframed these challenging conversations as ‘courageous’ and provided staff with training and support, ultimately helping residents feel more at ease.
To provide further insights into conflict management, we invited Dr Mike Talbot, Founder & CEO of UK Mediation, to share his expertise on conflict resolution among students. He commenced with an interactive exercise, prompting attendees to envision a scenario where they both desire an orange right now. The varied responses—competition, mediation, or confrontation—highlighted differing approaches to conflict resolution. Mike then offered practical strategies for preventing and addressing conflict, ranging from provider-imposed regulations to non-violent communication techniques.
The Path Forward
As technology continues to evolve, it is imperative to leverage the efficiencies it offers, yet our capacity for planning is inherently limited. Throughout GSL Live, it became evident that the true differentiator for PBSA lies in people, empathy, and community.
GSL News remains committed to disseminating these themes year-round, featuring industry developments, the latest insights from the GSL Index, and case studies from across the sector. We encourage you to subscribe to our weekly newsletter to stay informed. We also hope to see you at next year’s GSL Live conference on 14th October 2026.
We extend our heartfelt gratitude to all who contributed to the success of GSL Live, particularly our speakers and sponsors.
We welcome feedback and ideas for future content, so please reach out with suggestions for research, speakers, or topics for next year’s conference.