JIm Dalglish
Director of UX Research and Strategy
If you're working in higher ed enrollment or marketing, chances are you've already felt the shifts. But here's the data to back it up: in just one year, the number of students using AI tools like ChatGPT to research colleges has nearly doubled.
This isn’t just a trend — it's a transformation.
I led a national research study for OHO that included surveys, interviews, and focus groups with prospective students, and what we uncovered confirms what many in higher ed are sensing: AI is now a core part of the college search process.
Students Are Turning to Chatbots First
From comparing tuition costs to evaluating program fit, students are asking AI tools the kinds of questions they might have once brought to a college fair or admissions counselor.
29% of students said they’ve already used a tool like ChatGPT to research colleges
That’s up from 15% just one year prior
70% of students said they’d consider using AI to get a college list based on their interests
AI isn’t replacing traditional research — it’s becoming a first step.
What They’re Asking About
Students aren't just asking for rankings. They’re asking about:
Affordability
Application tips
Campus culture
Majors and career alignment
Student life
And they’re using AI to synthesize answers across multiple websites — meaning your content needs to be structured, clear, and optimized for AI to pick up.
Why This Matters for Higher Ed
Many college websites still speak to the “human visitor” — but they’re not always structured in ways that make information easily accessible to chatbots.
This creates a big opportunity: The schools that structure content with AI in mind will become more visible and trusted in this new search landscape.
That means:
Revisiting program pages and FAQs
Prioritizing clarity and structured data
Creating content that answers real student questions — in plain language
Download the Full Report
Want to see the full results and recommendations?
My team and I at OHO created a comprehensive report based on the research, packed with insights for marketing teams, enrollment strategists, and digital leaders in higher education.
Download the Full Report: AI and the College Search – 2025 Survey Results (PDF)
Jim Dalglish, Director of UX Research & Strategy
About the Author
Jim Dalglish is a strategist and researcher who helps organizations turn complexity into clarity. He specializes in qualitative insight, user experience, and the responsible use of AI in research. He’s worked across sectors — from education and healthcare to SaaS and the arts — and is passionate about making data more human.
When he’s not building GPTs or synthesizing interviews, you’ll probably find him writing plays, sailing his sailboat, or walking the Cape Cod coastline.