In my 2024 NACAC Conference recap, I outline five key takeaways for K12 professionals to leverage the giant wave that is AI. In this post, not only am I writing about AI, I’m writing with AI. I used AI as a writing partner to digest 2024 NACAC Conference session content, summarize the sessions, pull specific quotes, and help me create a draft. While AI helped me fill a blank canvas that I was then able to craft, I was able to focus my attention on the structure and the insights. It’s a clear example of how AI can enhance efficiency, and serves as a reminder of how these tools can also transform day-to-day tasks in K12 enrollment.

While there’s a lot of buzz around the potential AI has to streamline processes and personalize experiences, there are also valid concerns about how it impacts fairness, authenticity, and data privacy and the caveat that AI can repeat false information. Below are four key ways AI is already being used in higher education, along with the pros and cons of each approach:

Application Reading and Essay Analysis

• The Buzz: AI tools can speed up the initial stages of application review by analyzing essays for grammar, structure, and even authenticity. This is particularly helpful for admission teams managing large volumes of applications, allowing them to focus on more nuanced aspects of candidate evaluation. AI can quickly flag plagiarism or overuse of certain phrases, helping to maintain academic integrity.
• The (Potentially) Bad: While AI can identify patterns, it may also overlook the subtleties of a student’s personal story or cultural context. There is a risk that over-reliance on AI could lead to a more impersonal admission process, where essays are judged based on algorithms rather than the unique voice or narrative a student brings.

Predictive Analytics for Enrollment Management

• The Buzz: AI-powered predictive analytics offer admission teams valuable insights into which applicants are most likely to accept offers, enroll, and have successful outcomes. Colleges can use this data to strategically allocate resources to better meet institutional goals. 
• The (Potentially) Bad: The use of predictive analytics, while efficient, can unintentionally reinforce biases. For example, if the model is built using historical data, you could accidentally favor applicants from demographics that have traditionally been enrolled (which could potentially disadvantage underrepresented groups or inaccurately reflect the goals of the institution). Schools must be cautious and transparent about how they use these tools to avoid perpetuating inequities.

Chatbots and Virtual Assistants for Communication

• The Buzz: AI-driven chatbots provide round-the-clock student support, answering common questions related to applications, financial aid, and campus life. These tools can reduce the workload for admissions staff and provide immediate responses to students, improving their overall experience.
• The (Potentially) Bad: While convenient, chatbots can sometimes struggle to handle more complex or nuanced questions. Students seeking personalized advice may feel frustrated if they encounter generic or overly scripted responses. Furthermore, the human connection, which is so vitally important in education, can be diminished when interactions are mediated through AI.

AI-Powered Recruitment Tools

• The Buzz: AI tools allow colleges to better target prospective students by analyzing behavioral data, demographics, and academic profiles. This means institutions can tailor their marketing and outreach efforts to attract students who are a better fit for their programs, ultimately improving recruitment efficiency and diversity.
• The (Potentially) Bad: AI-powered recruitment, while effective, raises privacy concerns. The use of large datasets for targeting, particularly those collected from social media and other digital footprints, can feel intrusive to prospective students and their parents. Additionally, if algorithms aren’t carefully designed, they could unintentionally exclude qualified applicants who don’t match the typical profiles the AI is trained to identify.

While these AI-driven innovations are becoming game-changers in higher education, their potential extends well beyond college admissions. K12 enrollment teams can also benefit from these advancements by adopting AI tools in ways that are practical, impactful, and thoughtful. Whether it's refining your school’s value proposition, personalizing communications with prospective families, or using AI to assess trends and patterns in your application data, there are numerous ways to integrate AI into your enrollment strategy. Let’s dive into some actionable examples that K12 schools can implement today to enhance their processes and better meet the needs of families and students.

How effective is your value proposition articulated in your marketing?

Do families understand your unique strengths as a school? How schools "distribute their value proposition" is an essential piece of distinguishing your school from the competition. AI can play a significant role in helping K12 schools strengthen their value proposition distribution.

Try this technique: Ask an AI tool like ChatGPT to review your school’s website language and compare it with that of your competitors. For instance, you could instruct the AI to analyze each website’s messaging and outline the key differences in their value propositions. What stands out? Is your school emphasizing community, academic rigor, or extracurricular opportunities more effectively than your competitors? AI can give you a clear, unbiased comparison in seconds.

Does your articulated value proposition align with your ideal family persona?

Ensuring your marketing messaging speaks directly to the families you’re hoping to attract is essential for continuing to create a school community that aligns with your school’s mission and values.

Try this technique: Take it one step further and describe your school's target family profile to AI. Then ask it whether your website resonates with that audience. 

Are you meeting the needs of your prospective families, or are there gaps in your marketing that AI can help you identify? Insights like these can help refine your school’s digital presence, clearly differentiate your value proposition relative to those of your peer schools, and ultimately lead to better engagement.

What are your families telling you in their post-admission-season surveys?

Another practical way K12 schools can use AI is to analyze post-admission survey responses for patterns and sentiment. AI tools, particularly those specializing in natural language processing (NLP), can quickly process qualitative feedback to detect emotional tone, identifying whether families had positive or negative experiences. Additionally, AI can recognize patterns and highlight recurring themes, such as common pain points or strengths in the admission process. 

Try this technique: Use an AI tool that specializes in NLP like OpenAI’s ChaptGPT and instruct it to do a sentiment analysis on the qualitative feedback you received.

Example: I pasted a table of parent feedback quotes into ChatGPT and used the prompt, “As an admission director, I would like to categorize the sentiment of the comments from our parent feedback survey. In the table below, categorize each comment as positive, negative, or neutral/mixed.”

Techniques such as this allow schools to continuously refine their enrollment strategies based on real feedback, and also, importantly, to make data-driven improvements without the manual work of sifting through responses.

Advancements in AI and Data Analysis: What’s Ahead?

As AI tools become more sophisticated, they’re no longer just about efficiency — they’re about data-driven decision-making. During the 2024 NACAC Conference, one of the popular discussions centered on the new advancements in ChatGPT 4.o1, which previewed in September. ChatGPT 4.o1 has an improved capacity for handling data and analytics, which is particularly salient as, until recently, AI has struggled to provide deep insights into numbers, trends, or data forecasting. With this new version, it’s finally starting to catch up, and I’m personally excited about following these advancements and how they may shape the future of K12 enrollment.

As AI continues to evolve, I’m starting to see more clearly that the potential to streamline operations, provide deeper insights, and offer more personalized experiences for families is just the beginning. Keep an eye on this space as I continue to delve into the new ways AI in enrollment can lead to innovative and effective solutions for the K12 community 

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