Survey Indicates AI’s Rising Role in Study Abroad Decisions
Over fifty percent of potential students are now utilizing artificial intelligence (AI) tools to make informed decisions regarding their study abroad destinations and programs, as indicated by IDP’s Emerging Futures: Voice of the International Student survey.
In spite of the increasing dependence on AI, educational institutions continue to stress the necessity of employing multi-channel marketing strategies to effectively engage and support these learners.
The Emerging Futures survey encompassed nearly 8,000 current and prospective students across the globe during July and August 2025. Findings revealed that 54% plan to utilize AI tools such as ChatGPT and Gemini for their university selections, while 53% intend to use these technologies for program choices.
This represents a noteworthy escalation compared to last year’s statistics, where 35% and 38% respectively, sought to incorporate AI into their decision-making processes.
Nonetheless, insights derived from the 2025 Student Communication Preferences survey by US education consultancy EAB demonstrate that human advice and traditional information channels maintain a high level of trust.
Trust in Human Guidance Persists
The research illustrates that, although students frequently initiate their study abroad explorations with AI, reliable human sources and face-to-face interactions remain pivotal in the ultimate decision-making phase.
The EAB survey identified that 34% of students place considerable value on in-person activities like campus tours and college fairs, while 30% heavily rely on official university websites.
High school educators, counselors, and mentors are trusted by 26% of respondents, whereas AI chatbots garnered the least trust, at only 3%.
Simon Emmett, Chief Partnerships Officer at IDP Education, remarked to ICEF, “While students are still turning to counselors and universities for advice, many are indicating that AI is becoming an integral part of their decision-making toolkit.
AI is shaping the early stages of students’ journeys.” He further noted that counselors and university websites are indispensable for navigating applications and visa processes.
Concerns over AI’s Limitations
Universities and education agents exhibit caution regarding the escalating reliance on AI tools. A primary concern is that the information generated by AI may not consistently be accurate or current.
Vaishali Jain, Senior Education Counselor at IDP Education, stated, as referenced by ICEF, “AI aids students in clarifying their interests and comparing institutions; however, expert guidance is still crucial to validate AI insights and navigate intricate application procedures.”
The burgeoning usage of AI has transformed the function of education agents. Previously, students approached agents with minimal knowledge; now, many arrive equipped with targeted queries following their use of AI tools.
Agents are tasked with furnishing real-time, authoritative information concerning programs, deadlines, visa requirements, and more. This underscores the need for robust collaborations with institutions capable of providing accurate data and timely updates.
Significance of Multi-channel Marketing
Research conducted by the US education consultancy EAB underscores the importance of multi-channel marketing strategies.
Even as AI plays a role in initial research, the 2025 Student Communication Preferences survey indicated that AI chatbots ranked as the least trusted source among over 20,000 high school students surveyed in the United States.
Institutions must prioritize website content and furnish agents with timely, reliable information to sustain student engagement.
With 85% of students contemplating multiple study destinations, universities are required to uphold a comprehensive marketing and recruitment strategy that amalgamates AI tools with credible human advice and personalized outreach.
This strategy ensures that students receive the requisite information and support essential for making confident decisions regarding their study abroad experiences.
Source link: Timesofindia.indiatimes.com.
