How graduate enrollment leaders—and prospective students—are using AI

Artificial intelligence (AI) is revolutionizing how institutions recruit and engage with prospective graduate students. This was evident at our most recent gathering of GEM leaders and EAB’s Adult Learner Recruitment experts in Washington, D.C., where AI dominated the conversation. Some forward-thinking institutions have already started to introduce roles such as Chief AI Officer or AVP of AI, signaling a strategic shift toward long-term AI integration. Meanwhile, other leaders remain uncertain about how AI fits into their enrollment and marketing work.

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Our latest survey data sheds light on a few key ways graduate enrollment teams, and the prospective students they are recruiting, use AI, and how you can keep up.

AI adoption has grown among graduate enrollment management teams

In our recent survey of GEM professionals, 87% shared that they had tried using AI—a 12% increase from just one year prior. A third of respondents would even consider themselves intermediate or advanced AI users.

From personalized marketing to automated outreach and AI-powered chatbots, many GEM professionals are optimistic about AI’s potential to boost both efficiency and the enrollment experience. In our survey, 63% said they believe AI will positively impact graduate enrollment over the next three to five years, with content creation and chatbots cited as the most promising applications. By encouraging more GEM professionals to explore and discuss these tools, institutions can build a collaborative culture that prioritizes innovation and efficiency.

Concerns regarding AI may be contributing to strategic gaps

While the majority of GEM professionals have used AI, only 23% of respondents report that their institution uses AI for their marketing and enrollment efforts, and even fewer (7%) say their institution has a formal plan for AI use. The opportunity for institutions to develop an AI-forward strategy is diminished by the disconnect between the excitement around AI among staff and its formal adoption by university leadership.

While GEM professionals feel optimistic about the advantages of AI, the integration of AI in admissions and recruitment processes is not without its challenges. Concerns about data integrity, the ethical use of AI, and the potential to undermine personal connections with students are legitimate fears that graduate enrollment leaders must address if the integration of AI tools is to be successful and sustainable.

By addressing these concerns head-on, enrollment leaders can create an environment of trust within their teams. Clear communication about the institution’s AI strategy, along with an ongoing dialogue about ethical considerations, will empower staff to embrace AI as a valuable tool rather than a threat.

AI is changing how prospective students interact with AI

Unsurprisingly, prospective students are quicker to embrace AI tools than their enrollment management counterparts. Many reported embracing AI in significant ways during the college search process. EAB’s latest high school student survey data offers a window into changing student usage of AI tools—and likely a preview of patterns that will play out across graduate and adult learner behaviors, as well. According to this survey, over a quarter of students utilize AI-generated information to research colleges. This shift reflects not only their comfort level with technology, but also their expectations for personalized content that speaks directly to their interests and aspirations.

AI is Changing How Students Search

Prospective students are beginning to rely on AI tools to assist them in decision-making, a trend that we expect will continue. However, our research reveals significant differences in how students engage with AI-generated content. Factors such as income level, high school type, and other demographics impact how prospective students perceive and trust AI-generated information. Understanding these dynamics is crucial for GEM leaders looking to adapt their strategies to meet students where they are.

AI isn’t just a passing fad. It is likely to be an integral part of how our society, and prospective students specifically, interact with marketing messages. To better understand how prospective graduate and adult learners perceive and use AI tools in their search process, our annual survey will dive deeper into these topics.

Explore the Results of our 2024 Survey of Prospective Graduate and Adult Learners

Embracing AI presents an opportunity for institutions to transform their recruitment strategies, enhance personalization, streamline processes, and connect more effectively with potential students.