The secret is out about AI: Writing tools like ChatGPT have caught students’ attention, and they’re beginning to leverage these tools to get ahead. But AI applications in education are contentious even among students—a July 2023 survey found that 40% of teenagers are likely to use AI for assignments, but 60% consider AI use to be “cheating.”
When it comes to college admissions, AI has become a hot-button issue as well. Today’s higher education institutions and brands must prepare for a future where AI writing is part of the conversation. But how should today’s colleges, universities, admissions counselors, and third-party companies approach AI?
In this guide, we’re exploring AI and college admissions in detail to help institutions parse new policies and learn how to leverage higher education digital marketing to support their strategies.
Three Takes on AI and Admissions
Generally speaking, there are three camps in the conversation about AI and college admissions:
- People who condemn AI, claiming that it’s cheating, a shortcut, or a barrier to learning writing skills.
- People who condone AI, highlighting its potential to democratize writing support for applicants without access to admissions resources.
- People who accept that AI is a powerful tool with many applications, but warn that it should be used with discretion.
Today’s admissions counselors must accept that there’s a degree of fact in all three of these takes:
- There are certainly ethical concerns about leaning on AI for writing—ChatGPT can pose copyright infringement issues and pull data from biased sources.
- AI can level the playing field as college admissions become more competitive, class disparities continue to influence admissions, and institutions phase out Affirmative Action policies.
- AI writing generators do more than just write: They can help students brainstorm and correct spelling errors, for instance. Not all AI applications are shortcuts.
In short, the jury is still out—colleges, students, and experts are still torn on AI’s role in higher education.
Current Rules and Case Studies
As of October 2023, there aren’t any blanket laws permitting or prohibiting AI writing in college applications. But individual institutions have published their own policies, and applicants should review these carefully before using any AI tools.
Let’s review three cases where institutions have implemented AI admissions policies:
- Arizona State University’s (ASU) law school
- California Institute of Technology (Caltech)
- University of Michigan’s Law School (Michigan Law)
In September 2023, the Dean of ASU’s College of Law announced that applicants were allowed to use AI writing tools to produce application materials—the College claims that this will level the playing field for applicants who can’t afford support from paid, third-party services.
But, students who use either resource (AI, third-party support, or both) will have to disclose this on their application.
At Caltech, prospective applicants are allowed to use ChatGPT—but they must adhere to the college’s ethics guidelines, which label the following as “unethical:”
In September 2023, the Dean of ASU’s College of Law announced that applicants were allowed to use AI writing tools to produce application materials—the College claims that this will level the playing field for applicants who can’t afford support from paid, third-party services.
But, students who use either resource (AI, third-party support, or both) will have to disclose this on their application.
At Caltech, prospective applicants are allowed to use ChatGPT—but they must adhere to the college’s ethics guidelines, which label the following as “unethical:”
- Directly plagiarizing AI content (i.e., copying and pasting)
- Using AI to create a draft or outline of an essay
- Leveraging AI to replace an applicant’s “unique voice and tone”
- Translating an existing essay into English
Like ASU law applicants, Caltech applicants will also have to disclose whether or not they used AI to prepare their applications.
Michigan Law applicants may not use ChatGPT and other AI tools in any way during the application process—and they must attest to this upon submission. But the Assistant Dean admits that Michigan Law can only rely on the honor system to enforce the policy.
Next Steps for Higher Education Institutions and Brands
With these cases in mind, what should colleges, universities, and higher education brands do next?
- Establish a policy – To create clear expectations for applicants, institutions must develop a policy and publish these guidelines in an accessible location.
- Explore enforcement options – If you completely prohibit AI in admissions, how will you enforce this policy? Any consequences should also be included in your published policy.
- Spread the word – Once your policy is in place, you should take steps to share it throughout your applicant pool.
Publicizing your new policy and ensuring that applicants get the message is a key step in this process—but how can you do that efficiently and effectively? Consider working with a higher education marketing agency.
A higher ed marketing agency can help you:
- Align your communication assets (like social media posts, emails, and infographics) with your institution’s voice
- Effectively reach your applicant pool via multiple digital channels
- Leverage digital marketing to answer applicant questions, make connections with prospective students, and entice students to apply
Semgeeks: Leveraging Digital Marketing to Support Higher Ed
No matter which approach your institution or brand chooses, communicating with prospective applicants about AI is critical. And, when it’s time to share your policy, you need expert support from digital communications experts.
Semgeeks is a full-service digital marketing brand helping higher education institutions and companies drive results and boost ROI. Whether you need a web design overhaul or consulting for an upcoming social media campaign, we can help you hone your messaging and call your audience to action.
When it’s time to grow, you need a geek—get in touch with us to schedule a strategy session.
