AI is playing a bigger role in higher ed operations despite persisting pockets of skepticism. There may be no greater enthusiasm for the emerging technology than in student enrollment and recruitment.
The Common App is driving a record number of applications, outpacing hires in enrollment and admissions offices. As Adelphi University maintains a “human-centered approach”, the private New York university has embraced AI as a means to improve communication with prospective students at whatever time they need assistance, Shawana Singletary, assistant vice president and chief enrollment officer, said in an email.
“We embrace AI as a tool to improve efficiency, but we use it thoughtfully. AI helps us craft engaging text messages and relatable emails for prospective students, making our outreach more effective—especially when connecting with 17-year-olds.”
More colleges and universities are outsourcing AI in student enrollment and recruitment. Several edtech companies now offer products that can scale personalized, one-on-one interactions between prospective students and AI.
Beginning last fall, Berry College and Knox College deployed CollegeVine’s AI Recruiter, an AI-based admissions assistant. Halda, an AI-powered enrollment platform for higher education institutions, launched its own recruiter last week following a successful pilot with Lynn University, University of Montana and the University of West Florida. West Florida’s graduate school experienced a 32% increase in the admission rate of applying students while using Halda‘s AI Student Recruiter.
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“When the AI pilot was introduced, it was an easy decision to move forward,” said Melissa Webb, assistant dean at the University of West Florida. “AI is the future, and Halda consistently prioritizes students by ensuring they receive the information they need. By supporting students, they are also supporting us.”
Many institutions remain skeptical about AI’s ability to review college applications—despite several platforms promising their AI can assist admission officers’ holistic review processes.
Todd Rinehart, vice chancellor for enrollment at the University of Denver, envisions AI one day summarizing essays and recommendation letters. However, his team is waiting for a reliable platform as early attempts by vendors have been “mixed,” he said in an email.
Texas Christian University, too, is watching others adopt AI in admissions. “We’re always mindful of keeping the student centered in our processes,” says Heath Einstein, vice provost for enrollment management. “What I think could be a tipping point, is when our customer relationship management services are able to build this into their systems.”
In 2023, South Carolina State University implemented a CRM that integrated a university chatbot with enrollment management and student success related projects. As a result, the HBCU earned its largest class of the previous five years and scored a 32% enrollment climb.
Unity Environmental University may be going a step further. In a recent partnership with Agentforce, the AI layer of Salesforce, Unity has deployed the first stage of its new chatbot Una, which can help prospective students find programs that match their career goals. In the second phase, beginning in June, Una will complete students’ college application based on conversations with the chatbot.
“What excites me most about Una is how it bridges the gap between technology and human connection—it is not replacing human connection,” said Melik Peter Khoury, president of Unity. “It’s not just about automation, it’s about fostering more meaningful interactions and ensuring every student feels supported and valued throughout their journey at Unity.”
