I just returned from the 2024 NACAC Conference in Los Angeles, an event that I’ve looked to for technology innovation for K12 enrollment for over a decade. The NACAC (National Association for College Admission Counseling) Conference is an annual event that brings together thousands of college admission and high school counseling professionals worldwide to discuss key trends, challenges, and innovations in the college admission process. Each year, the insights and innovations from higher education admissions spark new ideas for K12 enrollment professionals, and this year was no different. 

After three days of listening and learning, this year’s standout theme became clear: AI has made a bold and abrupt arrival in college admissions. The integration of AI is no longer a future trend — it’s happening now, and it’s reshaping how colleges engage with students, assess applications, and manage their workflows. The impact of AI technology has been rapid and transformative in higher education, and I believe there are several lessons to be learned for K12 professionals looking to stay ahead of the curve. 

Here are five insights from NACAC Conference 2024 that are especially valuable for K12 enrollment professionals looking to streamline their processes and enhance their strategic efforts:

1. AI is Here, and It’s Evolving Fast

A theme that came up over and over again was just how quickly AI is being adopted by colleges and universities. It’s not just a ‘tool of the future’, AI is already being integrated into various aspects of admissions, from essay analysis to predictive analytics for yield management. There’s a strong belief that AI will only become more essential moving forward.

 K12 implications: Start thinking now about how AI can support your processes, whether in analyzing application data, streamlining communication, or even personalizing outreach.

2. Concerns Over Authenticity Are Valid But Manageable

One of the major concerns echoed throughout the sessions was how AI could compromise the authenticity of students’ applications — particularly their essays. AI-written or AI-assisted essays are on the rise, and colleges are trying to find ways to detect and manage this. However, the response wasn’t simply fear or rejection of AI but rather how to implement guardrails to ensure students can use AI ethically. 

K12 implications: Consider the guidelines that need to be created to help students (and even teachers) use AI responsibly without losing their critical thinking skills or authentic voice.

3. AI Could Level the Playing Field for Under-Resourced Students

One of the more optimistic views on the potential of AI is its use to democratize college admissions by providing support to students who might not have access to private counselors or essay coaches. With AI-driven tools, students can get help brainstorming essay topics, refining their writing, or even understanding what schools might be a good fit based on their profiles. 

K12 implications: This could mean offering AI-powered counseling tools to students who are navigating the admission process without significant additional support.

4. There’s a New Kind of Enrollment Data

AI is helping institutions analyze vast amounts of data in real-time, providing actionable insights that guide everything from recruitment to financial aid strategies. 

K12 implications: These analytics capabilities could revolutionize K12 admissions by providing a more dynamic and predictive understanding of prospective students.

5. Ethics and Transparency Are Critical

Throughout the conference, there was a strong focus on ethics — both in terms of how colleges use AI and how they communicate its use to students. 

K12 implications: The prioritization of ethical considerations is critical as K12 enrollment professionals incorporate more technology into their processes. Clear communication about how AI tools are used, and what roles they play in admission decisions, will be key to maintaining that trust.

In part two of my reflections on NACAC, I share some specific ideas for K12 enrollment professionals that I contemplated while being inspired by the work done in higher ed. As we continue to improve our admission processes, AI and other advancements will offer exciting opportunities that could reshape K12 admission in the near future!

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