What's in This Report

Generative AI has quickly become embedded in everyday life, reshaping how prospective students search for and evaluate colleges. While the technology presents new opportunities for efficiency and personalization, it has also introduced skepticism — particularly within higher education, where concerns about academic integrity and learning outcomes persist. At the same time, institutions are navigating demographic shifts, including shrinking traditional student populations and the emergence of Generation Alpha, the first cohort to grow up entirely in a digital world.

Based on findings from Eduventures annual Student Sentiment Research, this report examines how generative AI is influencing college search behaviors during a period of significant transition. It highlights key patterns shaping recruitment today and offers insight into how institutions can adapt their strategies to remain relevant, effective, and competitive in the years ahead.

Report highlights:

• How generative AI is reshaping college search behaviors, often in ways students themselves may not fully recognize
• Where AI is accelerating efficiency and personalization, without simply increasing digital noise
• Why institutions must adapt recruitment strategies amid demographic shifts and changing expectations

About this Study

The Eduventures annual Student Sentiment Research provides first-hand insights on student perceptions about institutional marketing and communications as well as students’ inherent college search behaviors. This research is based on a national survey of college-bound high school students in all grades. While previous years of this research included respondents in grades 10 through 12, this year introduced the inclusion of grade nine as the first true representatives of Gen Alpha. Invitations are distributed in the spring via email and through a survey panel provider. Respondents are asked questions about their college search experiences, use of specific communication channels, and reactions to institutional outreach. Over 2,100 college-bound high school students completed the online survey in March of 2025.