For Prof John Domingue, director of the Open University’s pioneering research and development lab, the Knowledge Media Institute (KMI), the “online genie” is out of the bottle and won’t go back in. So what can universities undertake to make online learning more than just a heavy focus on streaming and recording technology? Domingue points to artificial intelligence (AI) and the concept of an online library for educators based on a Google search engine dedicated to education, and a Netflix-style recommendation tool that tracks down content to suit a lecturer’s own field, based on previous searches.