AI is Transforming the College Search Process for Students
Artificial Intelligence (AI) is dramatically changing the way students explore, evaluate, and select colleges. This trend has been highlighted by a nationwide survey conducted by EAB, an educational company. The survey involved over 5,000 high school students and provides valuable insights into how AI is shaping the college selection process. You can find the original press release here.
Increased Use of AI Tools in College Searches
The survey results showcased that nearly 46 percent of students are now utilizing AI tools such as ChatGPT in their college search, showing a significant rise from 26 percent in the spring of 2025. Interestingly, almost one in five students (18 percent) have reconsidered their college selection based on information discovered through AI-generated search results.
“AI has transitioned from being a peripheral tool to becoming a central component in how teenagers explore college options within a short span of time,” says Madeleine Rhyneer, vice president of advisory services and dean of enrollment management at EAB. She further adds that AI is shaping first impressions, aiding families in narrowing down their options, and even influencing enrollment decisions, often even before a college has had direct contact with potential applicants.
Students’ Perception of AI-Generated Messages
While students are rapidly adopting AI for various purposes in their college search, many are less welcoming of AI-generated messages from institutions. They are becoming increasingly skilled at identifying such messages. Over half of the students surveyed said they would react negatively to news they believed was generated by an AI.
Rhyneer suggests that colleges that will thrive in this new environment will be those that utilize AI to enhance relevance and responsiveness, while still maintaining a clear, authentic voice that encourages ongoing student engagement and fosters genuine relationships with actual school leaders.
The Impact of AI on Students’ Perspective on Careers and College Value
The EAB survey also revealed that AI is influencing students’ concerns about their careers and the value of a college degree. The following findings emerged:
- 43 percent of students believe AI will impact their careers.
- 38 percent think AI will decrease the number of jobs that require a college degree.
- 39 percent say AI is driving them to consider alternatives to studying, such as starting a business or enrolling in vocational training.
“Students are leveraging AI to answer some of the most fundamental questions in higher education, including the worth of a college degree,” Rhyneer explains. She advises EAB’s partner institutions to focus their messaging on tangible outcomes like skills development and career placement, while ensuring that curricula evolve to incorporate AI skills.
This article was originally released by eSchool Media, a platform that covers all aspects of education technology. Since its inception in March 1998, eSchool Media has been providing news and information crucial for K-20 decision makers to effectively leverage technology and innovation to transform schools and colleges and achieve their educational objectives.
