College Search in the Age of AI

How AI is changing the way students search for colleges

AI is reshaping how students discover and evaluate colleges, from AI-powered search tools shaping initial awareness to chatbots and generative AI tools answering student questions once directed to admissions. However, student trust in AI-driven college search varies widely, regulations are still evolving, and institutional readiness lags behind the pace of change. Enrollment leaders must now anticipate multiple potential futures at once.

Preparing for multiple futures in college search

In this EAB insight paper, we use scenario-planning approaches to AI-driven college search, helping enrollment leaders test their current strategy against several possible futures instead of one assumed outcome. Reading this paper will help you:

• Gain clarity on the cultural, technological, and regulatory forces shaping AI adoption
• Identify the “no regrets actions” enrollment leaders can take now to keep their institution visible, credible, and competitive–regardless of which future unfolds
• Access practical tools for turning insight into action in the age of AI

Why this matters for recruitment and enrollment teams

Institutions that wait too long before acting risk falling behind their competitors in an AI-shaped search landscape. As the college experience continues to change in the age of AI, having a plan that accounts for multiple outcomes puts your team in a stronger position no matter how things unfold. The future of college search is still taking shape, but the time to prepare is now.