How Students View and Use AI in College Search
Nearly half of students now use AI in their college search, and many say it has influenced which schools they consider, remove, or apply to. For enrollment leaders, that shift raises urgent questions about how to communicate effectively in an AI-mediated world.
Based on a national survey of more than 5,000 high school students, this insight paper unpacks how students are using AI as a trusted advisor—and where skepticism and uncertainty still run deep. You’ll gain clear, research-backed direction for adapting your recruitment strategy to meet the expectations of AI-native students while protecting and strengthening your brand.
This insight paper will help enrollment leaders:
- Align digital strategy and messaging with how students actually search and decide today
- Understand how AI is influencing students’ early discovery and first impressions
- Navigate student skepticism toward AI-driven outreach and personalization
- Respond to growing uncertainty about AI’s impact on careers and college value
More Resources
College Search in the Age of AI
What Blockbuster can teach enrollment leaders about AI-powered college search
Navigating Search Visibility in the AI Era
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