College Search in the Age of AI
College search—the way students research, apply to, and ultimately choose a college—is entering a period of profound transition. AI technology is advancing rapidly, but student trust is mixed, regulations are evolving, and cultural reactions range from excitement to outright resistance. For enrollment leaders, the challenge isn’t predicting exactly what will happen next—it’s preparing for multiple futures at once.
In this EAB insight paper, we move away from AI hype and outline four plausible futures for college search, each with distinct implications for enrollment strategy and recruitment marketing. We also offer practical tools, including a team retreat guide and executive dashboard template, to support planning and stakeholder alignment.
By reading this paper, you will:
- Gain clarity on the cultural, technological, and regulatory forces shaping AI adoption
- Understand what enrollment leaders must do now to stay visible, credible, and competitive
- Identify the “no regrets actions” that will position your institution for success regardless of which future unfoldsÂ
- Access practical tools for turning insight into action in the age of AI
The future of college search is still taking shape, but the time to prepare is now.
Access the insight paper
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