A survey of over 2,500 parents of high school students conducted in April and May found that approximately one-third are employing artificial intelligence tools as part of their children’s college-search process. The research, conducted by education consulting firm EAB, reveals that AI has become increasingly influential in how families gather and evaluate information about higher education institutions.
Among parents utilizing AI for college research, the majority reported that these tools enhanced their understanding of particular schools. Additionally, 34% of surveyed parents stated that AI helped them identify colleges they were previously unaware of. Research head Pam Royall characterized AI as functioning as “a gatekeeper in the college-search process,” noting that the technology shapes institutional perceptions before families engage with admissions counselors or attend information sessions.
Despite AI’s growing presence, traditional information sources remain dominant in parents’ college-search strategies. Institutional websites ranked as the most-utilized resource at 73%, followed by direct college communications, internet search engines, in-person events, and peer recommendations. When asked about the most helpful information sources, in-person events topped the list at 53%, with institutional websites at 37%, direct communications at 14%, high school personnel at 13%, and AI tools tied with search engines and college-discovery platforms at 11% respectively.
The survey also identified significant shifts in parental priorities regarding college selection. Tuition and fees concerns were cited by 64% of parents as their primary worry, while school fit, financial aid, mental health services, and campus safety ranked as secondary concerns. Notably, parental concern about post-college employment prospects increased substantially, rising to 29% in the current survey from 16% in a comparable survey two years prior. This shift reflects broader conversations within education about demonstrating college value through career outcomes and employment preparedness rather than focusing solely on affordability metrics.
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