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Home News Student Recruitment

Marketing and Admissions Offices Take Note: AI is here

Dirk MulderbyDirk Mulder
October 12, 2023
in Student Recruitment
Marketing and Admissions Offices Take Note: AI is here
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The Emerging Futures 4 survey, conducted by global education specialists IDP Education in August 2023, unveils what we thought we knew but now know for sure.

IDP asked students about their thoughts on artificial intelligence (AI), relating to their own use of the technology in their international education process and decision-making and how institutions might use it.

Students were asked if they had used or intended to use AI, including ChatGPT, to help write university applications. Of the global cohort, 39 per cent said, ‘Yes’. Notably, students from China were most inclined to use AI for this purpose, with 73 per cent responding ‘Yes’.

Globally, 45 per cent of students indicated they would use AI to help them decide which institution to study at, while 47 per cent were open to using it to decide which course to study.

Students also rated ‘making the application’ and ‘shortlisting suitable institutions’ as the top two phases at which they would most want human input and advice from a trained counsellor, followed closely by ‘confirming my final choice of institution’.

Tennealle O’Shannessy, Chief Executive Officer, IDP said, “With AI becoming more accessible to us in our everyday lives, it is crucial to understand how students are engaging with different types of technology during their international education journey.

“Our research shows that students want human interaction and trusted advice during the process, especially during the application phase. By putting AI technology in the hands of our expert counsellors, IDP is continuing to enhance human connections in a way that meets students’ needs. Combining AI with skilled human interaction allows us to provide students with comprehensive information to assist them in making the best possible choices when they need it most.”

Less than half of students globally (41 per cent) expected that institutions they are applying to would use AI to assess all or part of their application. While 35 per cent said that the use of AI in determining an applicant’s suitability for a course could make the process fairer for all, 31 per cent said it may discriminate against certain students. Overall, the most important factor for students when making an application to an institution was that they receive a decision quickly.

“The use of AI and data science to improve processes in higher education is developing very quickly. It is a very exciting time in the sector, and these advancements will enable the industry to enhance the experience for international students,” Ms O’Shannessy added.

More information on the Emerging Futures research can be found here.

Tags: AIECIDP
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Dirk Mulder

Dirk Mulder

Dirk Mulder is the founder of the Koala and Principal of MulderPR, a strategy and marketing communications consultancy specialising in international education. Dirk has had extensive experience in International Education and Service Management, holding Directorships at the University of South Australia, Curtin University and Murdoch University as well the Lead for International Student Initiative across the Asia Pacific region at Allianz Partners. He has been member of the boards of Perth Education City (now Study Perth) and Education Adelaide, he has chaired the Universities of Perth International Directors Forum and has been a past board member of the Hawkesbury Alumni Chapter, his alma mater. His views are widely published and quoted across the media and has been seen in Campus Morning Mail, the Australian Financial Review and ABC television and online. Acknowledgement/disclosure: Dirk holds shares in and outside of the education sector including in IDP Education.

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