Over half of prospective students use AI tools like ChatGPT to help with study abroad decisions, according to recent research. Despite AI’s growing role in early research, students still trust human advice and official university websites. Universities emphasize multi-channel marketing strategies, combining AI with personalized support from agents and in-person events. Accurate, real-time information remains essential for guiding students through applications and visa processes, as reported by the ICEF.
Research reveals students trust human advice despite rising AI use for study abroad choices. (AI Image)
More than half of prospective students now rely on artificial intelligence (AI) tools to help decide where and what to study abroad, according to IDP’s Emerging Futures: Voice of the International Student survey. Despite this rapid adoption of AI, institutions continue to emphasize the importance of multi-channel marketing strategies to engage and support these students.
The Emerging Futures survey sampled nearly 8,000 current and prospective students worldwide in July and August 2025. It revealed that 54% intend to use AI tools such as ChatGPT and Gemini for university selection, while 53% plan to use them for choosing programs. This marks a significant increase compared to last year’s figures, when 35% and 38%, respectively, planned to use AI for these decisions. However, research from the 2025 Student Communication Preferences survey by US education consultancy EAB confirms that human advice and traditional information sources remain highly trusted.
Students Trust Human Advice Despite Growing AI Use
The research highlights that although AI prompts students to begin their study abroad research, trusted human sources and in-person events still play a critical role in the final decision-making process. The EAB survey found that 34% of students value in-person events such as campus tours and college fairs most, while 30% rely heavily on official university websites.
High-school teachers, counselors, and coaches are trusted by 26% of respondents, whereas AI chatbots ranked last, trusted by only 3%.
Simon Emmett, chief partnerships officer at IDP Education, told the ICEF, “While students are still turning to counselors and universities for advice, many are telling us that AI is becoming part of their decision-making toolkit. AI is shaping the early stage of students’ journeys.” He added that counselors and university websites remain vital for guiding students through applications and visa processes.
Universities Push Back Due to AI’s Limitations
Universities and education agents are cautious about the increasing reliance on AI tools. One concern is that AI-generated information may not always be accurate or up to date. Vaishali Jain, senior education counselor at IDP Education, said as quoted by the ICEF, “AI helps students clarify their interests and compare institutions, but students still need expert guidance to truth-proof AI results and navigate complex application steps.”
The growing use of AI has altered the role of education agents. Whereas students once came to agents with little knowledge, many now arrive with focused questions after using AI tools. Agents must provide real-time, authoritative information on programs, deadlines, visa requirements, and more. This requires stronger partnerships with institutions that can supply accurate data and regular updates.
Multi-channel Marketing Remains Critical for Recruitment
Research by US education consultancy EAB also emphasizes the need for multi-channel marketing approaches. Despite AI’s role in initial research, the 2025 Student Communication Preferences survey found AI chatbots were the least trusted source of information among more than 20,000 high-school students surveyed in the US. Institutions need to prioritize website content and support agents with timely, reliable information to maintain student engagement.
With 85% of students considering more than one study destination, universities must maintain a comprehensive marketing and recruitment strategy that combines AI tools with trusted human advice and personalized outreach. This approach ensures students receive the information and support necessary for confident study abroad decisions.
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