The Growing Influence of AI Chatbots in the College Search Process

AI chatbots are increasingly shaping how students research colleges, with growing adoption for tasks like comparing schools and seeking admissions information. While chatbots are not replacing traditional research methods, institutions must ensure their online presence is accurate and optimized to meet students' evolving needs.

As prospective students navigate the increasingly complex landscape of college research, AI chatbots have emerged as a go-to tool for gathering information. Since their introduction in 2022, chatbot adoption has skyrocketed — ChatGPT alone has doubled its user base to 200 million in under a year. Our latest survey confirms this shift, with 60% of participants reporting chatbot use — an 11% increase from the previous year.

How Students Are Using Chatbots

Students are not only adopting chatbots but using them more frequently, with engagement rising 10-15% from 2023. ChatGPT dominates the space, used by 77% of respondents, with Google Gemini trailing at 31%. Key ways students are integrating chatbots into their research include:

  • Academic Assistance: 65% rely on chatbots for homework help, and 54% use them for essay writing.
  • College Exploration: 30% turn to chatbots to research schools, and 60% use them to compare multiple institutions.
  • Top Queries: Students frequently ask about tuition, admissions requirements, campus life, and academic programs.

Chatbots vs. Traditional Research Methods

Despite their rise, chatbots remain just one piece of the research puzzle. Only 8% of students cited chatbots as a major factor in their college decision. Personal recommendations from family and friends, along with insights from social media, continue to carry more weight. Meanwhile, search engines have seen a 10% decline in influence, likely reflecting the shift toward AI-driven tools.

Trust in AI-Generated Information

Confidence in chatbot accuracy is growing, with 56% of students rating their responses as accurate or highly accurate. However, concerns around misinformation persist, reinforcing the need for institutions to monitor and verify AI-generated content related to their brand.

Final Thoughts

AI chatbots are reshaping how students approach the college search. Institutions that embrace these changes and ensure their digital presence remains relevant and accurate will be best positioned to engage the next generation of applicants.