Students are using AI tools like ChatGPT to decide where to study, compare universities, and check entry requirements - often before they ever reach your website.

Flo Vincent from the University of Edinburgh shares what she’s learned from researching how applicants are using AI, what it means for content and recruitment teams, and how universities can prepare for what’s next.


  • How students are really using AI in the application process
  • Why university content can confuse AI - and students
  • What comms and marketing teams can do to stay visible

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