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.