AI校园争夺战升级：OpenAI以“批发价”抢占百万用户，微软(MSFT.US)谷歌(GOOGL.US)如何破局？

智通财经2025-12-19

智通财经APP注意到，根据采购订单显示，OpenAI 已向约 35 所公立大学售出超过 70 万份 ChatGPT 许可证，供学生和教职员工使用。相比之下，通常将 Copilot 助手与现有软件捆绑销售的微软(MSFT.US)，其 AI 工具在这些学校的普及速度则较为缓慢，且教职员工的使用比例往往高于学生。ChatGPT 在美国校园内的普及非常迅速。根据 20 所与 OpenAI 签署合同的校方...

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所公立大学售出超过 70 万份 ChatGPT 许可证，供学生和教职员工使用。相比之下，通常将 Copilot 助手与现有软件捆绑销售的微软(MSFT.US)，其 AI 工具在这些学校的普及速度则较为缓慢，且教职员工的使用比例往往高于学生。ChatGPT 在美国校园内的普及非常迅速。根据 20 所与 OpenAI 签署合同的校方数据，学生和教职员工在 9 月份的使用次数超过 1400 万次。平均而言，每位用户当月调用 ChatGPT 达 176 次，用于寻求写作、研究和数据分析等任务的帮助。私立学校不受公共记录法的约束，因此其 AI 许可证的购买情况无法轻易获知，这意味着大学合同的实际数量可能要高得多。OpenAI 的一位发言人表示，在全球范围内，公司已向高校售出“远超百万”份许可证。微软发言人则表示，许多大学正在使用该公司的系列 AI 产品。科技行业长期以来一直向学生推销低价软件和硬件，希望将他们培养成终身客户。苹果(AAPL.US)每年都会提供教育优惠并推出返校季活动，以进一步吸引购买者。谷歌(GOOGL.US)的 Chromebook 笔记本电脑和免费应用也帮助其赢得了校园用户。如今，OpenAI 在人工智能领域玩起了类似的套路。微软的 Copilot 和谷歌日益受到好评的 Gemini 可能会迎头赶上。但目前，OpenAI 凭借 ChatGPT 的知名度和大幅折扣抢占了领先地位，这与其在办公人员和消费者群体中建立的吸引力如出一辙。根据查阅的合同，愿意批量购买 ChatGPT 访问权限的学校每月为每位用户支付几美元。与 OpenAI 通常向少量教育用户收取的每月 20 美元相比，这是一笔巨大的节省。对于企业用户，ChatGPT 的费用最高可达每月 60 美元。ChatGPT 在大学校园的使用量激增亚利桑那州立大学是全美在校生规模最大的学校之一，该校于 9 月份同意为所有学生和教职员工购买 ChatGPT 访问权限。据发言人称，截至 11 月下旬，该校已有近 1 万名学生和 6400 名员工使用了这些新许可证。其他几所主要大学也采取了同样的做法。2024 年秋季，加州州立大学系统决定向其全体约 50 万名师生提供 AI 工具，以确保即使是那些无力自行支付费用的学生也能使用。首席信息官埃德·克拉克表示，管理层评估了多款工具，发现 ChatGPT 价格最低，且学生对其最为熟悉。该系统(包括圣地亚哥州立大学等分校)同意每年向 OpenAI 支付 1500 万美元。克拉克透露，最初管理层对微软的 Copilot 很感兴趣，因为它能与学校已在使用的 Word 等应用配合工作。但微软给出的报价明显高于他们最终支付给 OpenAI 的价格——Copilot 每位用户每月 30 美元，而 ChatGPT 实际上仅为 2.50 美元。根据查阅的文件，许多使用 Copilot 的大学(如佐治亚大学和华盛顿大学)每月为每位用户支付约 30 美元。校园攻势不到两年前，许多大学管理人员还对人工智能持怀疑态度。而现在，大学已成为 AI 最大的机构客户之一。他们是如何学会不再担忧并爱上 ChatGPT 的?教育工作者是最早应对生成式 AI 影响的人群之一，因为这项技术对大学生来说显然是一个极佳的帮手。ChatGPT 迅速在校园里变得无处不在，学生们将其用于基础研究、写作——当然，还有作弊。由于担心剽窃现象泛滥，一些学校禁止或限制了 ChatGPT，这导致学生开始偷偷使用。但许多学校管理人员已经达成了一种谨慎的接纳，目前正寻求为教师和学生如何使用 AI 制定基本规则。“我们认为未来没有‘退出使用’的选项，”亚利桑那州立大学负责本科教育的副教务长安妮·琼斯表示，“雇主期望并需要一支懂得操作这些工具的劳动力。”与此同时，科技行业正齐心协力说服学校相信 AI 的益处。OpenAI 聘请了专注于教育的销售人员，并从 Coursera(一家常与大学合作的在线学习平台)挖走了一位高层主管。前 Coursera 员工、现任 OpenAI 教育副总裁的利亚·贝尔斯基表示：“大学生尤其是我们最重度的用户群体之一。”在 2025 年春季期末考试前，OpenAI 向学生免费开放了 ChatGPT，并展开了大规模广告宣传。它还聘请了“学生大使”在加州州立大学系统中推广该工具。贝尔斯基说：“越来越多的教育生态系统意识到 AI 将长期存在。”她对大学的宣传论点是：正式采用 AI 可以使其在有助于学习、就业准备和教学的方式下被使用;相比之下，如果仅将 AI 当作“答案机器”，则可能阻碍学习。与此同时，微软资助了关于 AI 在教育中应用现状的研究。使用该公司软件的学校已经可以免费使用其 AI 聊天助手的基本版，而该公司最近宣布为学术机构降价——将高级版的价格从每月约 30 美元降至 18 美元。微软发言人表示：“几十年来，微软一直与大学合作，通过值得信赖的技术和创新来支持其不断发展的教学、研究和运营需求。”联邦和州政府的决策者也开始向正式采用 AI 项目的学校提供激励。本月初，特朗普政府宣布了新的联邦高等教育拨款重点，其中包括 5000 万美元的资金池，用于支持扩大 AI 访问权限并利用该技术“增强教学、学习和学生成功”的计划。即便在拥抱 AI 的同时，一些学校仍保持警惕，并正加紧研究其对教育的潜在影响。今年 3 月，奈飞董事长里德·哈斯廷斯向鲍登学院捐赠了 5000 万美元，用于深入研究这些工具对教与学的影响。鲍登学院数字与计算研究教授埃里克·乔恩负责这项工作，他表示该技术帮助学生学习的能力尚未得到证实。他说，AI 可能会减轻管理日程和制定教学大纲等行政工作的繁琐程度，但在实际教学方面似乎不那么有效。乔恩担心，大学急于与 OpenAI 签约，与其说是搞清楚了 AI 如何改善教育，不如说是担心被落在后面。许多学校在测试其效果的同时正缓慢推广这些工具。内布拉斯加大学奥马哈分校在 2025 年春季开始购买 ChatGPT 许可证时，对数百名员工进行了调查。结果显示，92% 受访的教师、图书馆员和学生表示会向校内其他人推荐该工具，大多数人表示它每周能为他们节省 1 到 5 小时。写作和头脑风暴是最常见的用途，不过约四分之一的受访者将其用于教案编写和学生辅导。截至 9 月，该校约有 800 名活跃用户。普及情况差异巨大。在伊利诺伊大学厄巴纳-香槟分校，约有 200 名教职员工活跃在学校的 ChatGPT 许可证账号上。其中，少数“超级用户”贡献了大部分的使用量。一位政策研究员在 9 月份调用了该工具 742 次——假设标准工作周，约为每天 34 次。与此同时，大多数用户全月调用该工具的次数不到 10 次。(该校还为约 600 份微软 Copilot 许可证付费。)该校首席信息官梅雷德·马丁表示，出现“早期超级用户”并不罕见。但她也指出，许多教职员工的顾虑是学校采取审慎进度的原因之一。该校放弃了大规模许可协议带来的大幅折扣，目的是向员工证明，校方正严肃对待包括剽窃和数据安全在内的遗留技术担忧。OpenAI与多所知名高校达成ChatGPT合作协议OpenAI 能在校园领域保持领先地位多久，部分取决于谷歌和微软的反应力度。为了保住其在教育市场的份额，谷歌向所有大学生提供为期一年的 Gemini AI 助手专业版免费试用。它还提供完全免费的基础版 AI 助手，迈阿密-戴德县公立学校(全美最大的学区之一)已向 10 万名学生推广了该版本。(根据文件，该学区还花费 15 万美元购买了 400 份谷歌专业版 AI 许可证，主要面向教员。)谷歌还宣传了其 AI 技术在博伊西州立大学等高校的使用情况。微软的软件在企业中非常普遍，该公司已说服许多企业采用 Copilot 以及其嵌入到 Word、Excel 和 Teams 等办公应用中的其他 AI 工具。但在教育领域，受谷歌竞争等因素影响，微软的优势较弱。调查的许多学校仅购买了有限数量的 Copilot 许可证(主要供教职员工使用)，尚未在学生中看到广泛普及。德克萨斯州立大学是微软的大客户，每年支付约 100 万美元。该校所有师生已能通过捆绑服务访问微软 Copilot 的基础版。普及情况尚可——一份文件显示，在 11 月前后的一个月内，约有 6.9 万台独立设备在校内 Wi-Fi 下连接到 Copilot。但文件显示，即使没有正式合同，ChatGPT 的使用率仍是 Copilot 的两倍。谷歌 Gemini 的使用率也略高于 Copilot。该校首席信息官马特·霍尔在采访中表示，学校目前正在与谷歌谈判，以购买更多其高级 AI 工具。OpenAI 对已经赢得大学生青睐表示自信。OpenAI 的贝尔斯基说：“很多大学即使已经拥有了 Gemini、微软和其他 AI 工具，依然会把我们引进去。因为归根结底，学生们最喜欢的技术是 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