AI in Today's Enrollment Landscape

As more students rely on AI tools and chatbots rather than contacting institutions directly, Tydlaska explains that colleges must rethink how information is presented online to ensure it is accurate, accessible, and useful.

According to Tydlaska, AI has prompted Rollins to reconsider the structure of its website and the way institutional information is shared on the web. She views AI as a valuable extension of enrollment and marketing efforts but emphasizes that technology should support—not replace—human engagement. Rollins aims to use emerging tools to enhance communication while maintaining personal connections with students and families.

A key focus of her comments is maintaining trust and accuracy. Tydlaska notes that ensuring chatbot responses are correct, appropriately toned, and aligned with institutional messaging requires significant oversight from the marketing team. She stresses that admissions counselors must continue having meaningful conversations with prospective students and parents, particularly when questions require nuance that AI may not provide.

She also raises concerns about the potential biases that AI can introduce into higher education processes, especially in areas such as financial aid and admissions. Drawing on conversations with colleagues across higher education, Tydlaska says institutions experimenting with AI must carefully identify and mitigate bias while training both staff and systems to avoid inequitable outcomes. While she sees promise in AI’s capabilities, she underscores the importance of human oversight, ethical implementation, and a continued commitment to student trust.

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