Students are turning to AI tools and AI-enhanced Google searches to explore colleges, pushing them to rethink how they recruit and enroll prospective students, according to EducationDynamics’ 2026 Marketing and Enrollment Management Benchmarks. Marketing and enrollment management have reached a “point of no return,” the report says, as students now do much of their research before ever contacting a college. The report also warns the traditional enrollment base has peaked, making reliance on traditional recruitment channels “the most dangerous strategy an institution can adopt.”
