Why Certification is about to become more important than ever

Patrick Coates, CEO of the e-Assessment Association shares his views on why Why Certification is about to become more important than ever.

Let’s be realistic, AI is changing everything, and quickly. One of the biggest shifts we’re seen over the last decade is the increase in the use of online learning. Not too long ago, if you wanted to learn a new skill, you had to pay for a course, buy a book (millennials can Google those), or attend a training session. That content took time and expertise to create, so it made sense to charge for it. Increasingly learning content is becoming free and what prompted me to write this was ServiceNow recently announcing all on demand digital content is available for free. I know that there are still in-person and live webinar sessions, but these account for a small percentage of the overall learning content, with learners preferring the flexibility of on-demand learning.

Thanks to AI though, anyone can generate courses, lessons, and training materials in minutes and pretty much for free. That’s great for learners, but it’s a huge shake-up for organizations that have traditionally made money selling learning content. Whilst, I appreciate they would argue the economies of scale and access to product mean that their content is the best and most up-to-date, but the question is how much value does this provide for a learner? So, if the If learning is free, what’s left to monetize?  The answer: Certification Exams.

Now I would say that wouldn’t I, as I work in this field and have done for the last 30 years.  But as we know, just because someone reads a course or watches a video doesn’t mean they actually know the material. Employers, clients, and organizations don’t just want people who claim to have skills; they want proof.

Certifications are a way to validate that someone has actually learned and can apply what they claim to know. And since AI can’t (yet) verify someone’s actual skill level the way a proctored m/c exam or performance-based assessment can, certification becomes the critical piece that makes learning real in the eyes of employers. I would add that I do think there is going to be a world where AI is going to radical change assessment, with new approaches, but it’s not there yet and even with that you will still need to have a means of creating, validating and managing certifications.

So, the only way to be able to monetize learning is by creating and charging for the certification. With AI providing opportunities for rapid content and exam creation, improving online proctoring, this is becoming much easier and cheaper to do.  A new certification should be available in weeks not years, responding to changes in technology or external environmental factors. The creators of the certification still need to be careful, if I have a brand and some credibility and I can create a certification really easily, maybe it will be the EasyCert (the url is already registered).

About the e-Assessment Association

The e-Assessment Association plays a vital role in bringing together a global community of awarding organisations, assessment providers, technology experts, academics, and educational institutions dedicated to advancing the field of digital assessment. By fostering collaboration across these diverse stakeholders, we create a unique platform to share expertise, insights, and best practices that drive innovation and address the evolving needs of the assessment landscape. 

This extensive network of professionals equips the eAA with a deep understanding of assessment technologies and their applications, enabling us to address complex challenges such as ethical considerations, accessibility, and the rapid pace of technological evolution. As digital assessment becomes more central to education and professional qualifications, our role in shaping this transformation ensures that it remains inclusive, equitable, and aligned with the highest standards of integrity. 

Central to our mission is the eAA’s unwavering commitment to fostering confidence and trust in digital assessments. This includes addressing critical issues like data security, ensuring assessments are accessible to all learners, and building frameworks that inspire trust among stakeholders. By creating spaces for dialogue and collaboration, we help guide the global assessment community toward solutions that not only meet today’s demands but also anticipate future challenges, ensuring that digital assessments are secure, fair, and impactful for learners worldwide. 

Individuals can join the eAA for free – find out more here.

Patrick Coates

Patrick has worked in e-assessment for over 30 years in all its aspects around e-testing, e-marking and e-portfolio. During this period, Patrick has worked with both large and small e-assessment vendors, UK and International regulators as well as organisations using e-assessment technologies. Most recently, Patrick has been working in companies using AI to support e-assessment to improve assessment and better support candidates.

As CEO of the e-Assessment Association, Patrick represents the interest of over 5,000 individual members and key industry suppliers located around the world. Under Patrick’s leadership the eAA, a not-for profit organisation, has extended the range of eAA services and events, sharing industry best practice and celebrating the benefits that technology brings to learning and assessment.