How Universities Are Using Chatbots To Improve The Student Admissions Process

Universities have recently been in the news for banning students from using ChatGPT. Using a machine to cheat on exams and coursework is forbidden – at least for now.

But higher educational institutions’ relationship with generative artificial intelligence is complicated. Admissions staff are now wondering whether they might actually benefit from the technology after all. That’s because chatbots are a complementary tool to regular admissions software. While existing solutions improve productivity, new AIs have the ability to respond to prospective students’ queries immediately, eliminating the need to wait. As such, universities can provide a service more akin to what digital-generation cohorts expect.

Why Is This Happening Now?

The fact that universities are using chatbots to improve the student admission process shouldn’t come as a surprise. Various industries are already using ChatGPT for customer service purposes. For instance:-

• Immigration lawyers are leveraging OpenAI’s service to communicate with clients across dozens of languages
• E-commerce retailers are using the tool to provide customers with personalised responses
• Professional service firms are utilising the technology to create custom emails to solve specific client problems

The benefit of advanced chatbot systems, like ChatGPT, is that universities can communicate with students on a broader range of topics via standard messaging channels, such as Skype, WhatsApp and Facebook Messenger. Technology can now generate human-like responses that embody common sense and understand the conversation’s context, allowing AIs to provide real value.

AI Chatbots Are Evolving

Live online chat software isn’t new, but it is evolving. Universities began experimenting with chatbots to communicate with prospective students in the middle of the last decade. Simple question-and-answer tools helped to reduce administrators’ burden during the busiest UCAS periods.

But technology has come a long way since then. The fundamental architecture of chatbots is different today, enabling them to provide significantly more value to stakeholders.

For instance, modern chatbots can understand the meaning behind students’ natural language queries. Users can type “When will I get a decision on my application?” or “How long will it take to approve my application?” and AI apps will give a suitable answer.

With the proper training, AI chatbots can also understand the context, giving them quasi-common sense. Even if users use vague language, AIs still know what they mean based on the types of answers universities train them to provide.

Why Chatbots Are Improving The University Admission Process

Universities are using chatbots to improve the admissions process and speed up communication. They want to provide a better experience for new cohorts without increasing costs.

Traditionally, students would apply for university through the UCAS system and then get a response in the post several weeks later. Documents would tell them if they had been successful and what to expect from college life, similar to a brochure.

Today, this approach seems outdated and doesn’t jive with students’ expectations. Young people want the ability to communicate with the university directly.

Chatbots are the obvious solution. They don’t significantly increase institutional overheads, and they provide students with instant service for their burning questions.

Of course, students could call university hotlines. However, operating these requires significant resources, and administrators frequently find themselves answering the same set of questions repeatedly. AI-powered chatbots could automate this process while offering greater convenience.

Another significant benefit of chatbots is their twenty-four-seven availability. Students can ask questions at any time, making them feel like the university is taking care of them. Universities can then use query-related information to streamline and improve their services.

Have Any Universities Successfully Implemented Chatbots For Student Admissions?

Several universities are already trailing chatbots alongside online chat for website users. For instance, Georgia State University (GSU) launched a chatbot named Pounce in 2016, named after its mascot. The text-based system communicates with prospective students via SMS and can answer questions about admission requirements, deadlines, financial aid, campus life, and related matters. The university says the tool helped reduce “summer melt” (the phenomenon of students who are accepted but do not enrol) by 22 per cent and pushed enrollment up by 3.9 per cent.

Another example of successful chatbot implementation comes from Deakin University in Australia. It launched a chatbot named Deakin Genie in 2017 via a voice-activated mobile app. The AI can assist students with various aspects of their academic journey, such as course selection, enrollment, study planning, assignment help, and feedback. It can also provide personalised support based on students’ academic and personal goals.

Finally, Leeds Beckett University also launched a chatbot named Becky in 2018. The AI communicates with prospective students via Facebook Messenger and can answer questions about courses, entry requirements, fees, scholarships, and accommodation. The school adds new features to the system every year to enhance its capabilities and engage students more.

According to Leeds Beckett, Becky helped increase the number of inquiries from prospective students by 40 per cent and boosted conversion rates by 10 per cent. Existing and new students reported it was friendly and helpful.

But why go to this trouble? Research shows that students perceive universities as caring for them more, even if they know they are talking to a chatbot. Simply having that line of communication is sufficient to convince them that their college is taking care of them.

Emily Russell, a professor at California State University, Northridge, and faculty liaison for the institution’s chatbot, says that “even if students use the bot and ask questions, it does seem like, on some level, they are registering that people on campus want to help them.” Having a feeling of belonging, she says, is likely to lead to high graduation rates.

Final Thoughts

The use of chatbots will likely become a common feature of higher education as more institutions attempt to leverage the benefits they offer. Admissions administrators, pastoral services, and even academics may come to rely on them more to answer students’ questions.

However, it remains to be seen whether they can provide nuanced, context-specific answers in all circumstances. As such, universities should probably adopt a blended approach – at least for now.