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.