The Influence of AI Chatbots in the College Search Process

AI chatbots are beginning to influence how students research colleges, and while chatbots are not replacing traditional research methods, our research reveals strong trust in AI Chatbots from prospective students. To prepare for increasing adoption of AI tools, institutions must engage with and understand these technologies to modify their websites and marketing plans to reach prospective students in the coming years.

About the Survey

OHO conducted an online, nation-wide survey of over 500 participants aged 17-22 along with one-on-one interviews with prospective college students to understand their behaviors and attitudes towards AI Chatbots and other sources of influences in the college decision process. The full report and data set is available in the download.

AI Chatbot Adoption Rates

As prospective students navigate the increasingly complex landscape of college research, AI chatbots have emerged as a 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 Prospective Students Are Using AI 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 College Search 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.

Access the Full Report and Data

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. Download our full survey report and data set to learn more.

Download the Full Survey Results

The way prospective students discover and research colleges is constantly evolving. With new tools, trends, and expectations shaping their journey, are you staying up-to-date on what matters most to them? We surveyed 530 current and prospective students between the ages of 17 and 24 to find out what key factors influence prospective students in their college search.