GHFC Research Review: EAB confirms AI Is Already Your First Admissions Counselor
by Claire L. Brady, EdD
EAB’s latest research, How Students View and Use AI in College Search, offers one of the clearest snapshots yet of the AI-native student, based on a national survey of more than 5,000 high school students. The report shows that AI is influencing discovery, trust, application behavior, and even perceptions of college value. This series breaks down the most important implications for higher ed leaders — and outlines practical steps institutions should be taking now.
If you still think AI is something students use “on the side,” EAB’s newest research should recalibrate your thinking.
In their survey of 5,095 high school students, EAB found that reported use of AI in college search jumped from 26% in spring 2025 to 46% by fall 2025
Let that sink in.
Nearly half of prospective students are now using AI in their college search process.
And here’s the part that should really get your attention:
34% say their interest in a school has grown because of AI research.
18% have removed a school from consideration because of results from AI search.
AI is no longer a tool students experiment with. It is acting as a surrogate advisor.
In fact, EAB notes that 25% of students report having an “ongoing conversation with AI” about their college search
Students are asking AI:
What schools fit my personality?
Compare these two institutions.
What’s the vibe?
Does this school match my budget?
Should I apply here?
AI is synthesizing your website, third-party rankings, Reddit threads, news stories, and more — then presenting a summarized narrative about your institution.
Before students ever speak to an admissions counselor.
The Strategic Shift
EAB writes that institutions must “optimize for AI as an audience”
That’s not just SEO. That’s Answer Engine Optimization.
Here are three immediate actions enrollment leaders should take:
1. Audit your digital footprint — beyond your website.
What does ChatGPT say about your institution? What does Perplexity summarize? Are your graduation rates, costs, and outcomes consistent across platforms? AI pulls from everywhere.
2. Structure your data for machines, not just humans.
Clear headings. Updated program pages. Transparent outcomes. FAQs written in natural language. If your site is cluttered or inconsistent, AI will surface that.
3. Train your admissions team on AI literacy.
They need to know what students are seeing. Run mock searches. Ask AI to compare you to competitors. See where you show up weakly — or not at all.
In Closing
Here’s the reality: Students are forming impressions through AI long before you get a chance to introduce yourself. This is not about fear. It’s about strategy. AI is already your first admissions counselor. The question is whether it’s telling your story well.
Read the full EAB report here: https://eab.com/resources/insight-paper/how-students-view-and-use-ai-in-college-search/
