College counseling in an AI world: A path to fair access

Key points:

• To create responsible, standardized practices for AI, collaboration is key
• Where AI and multimodal learning will go in 2025
• Leveraging AI is helping institutions meet goals
• For more on AI in college admissions, visit eCN’s AI in Education hub

College admissions counseling has long been an accessory of the affluent, with private counseling often costing thousands–if not tens of thousands–of dollars.

As a result, countless students, especially from low-income backgrounds, miss out on opportunities simply because they lack the resources to navigate the application process confidently. This is the vast majority of students in the United States and the world, to speak nothing of first generation English Language Learners who may not even truly know the opportunities college can offer them.

However, AI is shifting this dynamic, making essential guidance available to all students, not just a privileged few.

When AI college admissions counselors are created, suddenly an extremely human capital-intensive resource is democratized for the masses.

Through AI-driven tools, students can access data-backed guidance that provides clear insights into every step of the application process–from identifying colleges to refining essays. The days of the wealthy few being the only to access high-level counseling while reliably and successfully placing at top schools are quickly dissipating.

Platforms are quickly popping up offering this service for 1/10th of what a human would charge–or for free. These services address the barriers that have long limited opportunities for many. The future is one where students, regardless of socio-economic background, can approach college applications equipped with resources to represent themselves fully and accurately and to their greatest potential. By creating access where there was none, AI is allowing students from all walks of life to pursue their college dreams on a more level playing field.

How colleges benefit from AI

As AI becomes more common in admissions counseling, colleges are recognizing the benefits, too. With AI-backed solutions, students submit applications that are clearer and more aligned with their true strengths, helping colleges better identify applicants who fit their programs. This improved predictability in recruitment means colleges can plan their cohorts more accurately, making the entire admissions process more efficient for institutions.

Moreover, as AI insights become standard, colleges are exploring new ways to evaluate students. Traditional measures of GPA and standardized tests may be supplemented with data reflecting a student’s resilience, creativity, or potential for growth. Rather than relying solely on test scores and grades, AI could help colleges evaluate a student’s journey–such as academic progress over time or contributions to community projects–offering a fuller picture of the applicant’s character and capacity for success. This could lead to a more holistic approach, where colleges look beyond metrics and focus on the potential of each student to contribute meaningfully to campus life and academic rigor.

The need for responsible use and AI standards in education

While AI presents enormous potential for transforming college admissions, its use must be governed by clear ethical policies and standards. Colleges, policymakers, and edtech companies all play a role in setting these standards, which should define the responsible use of AI in ways that benefit students while maintaining the integrity of the admissions process. Currently, standards around AI use in education are limited, but as AI adoption grows, so does the need for robust policies.

Responsible AI in college counseling should be transparent, with clear guidelines on how it’s used and what it can and cannot do. For instance, AI should assist students in brainstorming ideas or providing feedback on essays, but it should never generate content for students, as that undermines the authenticity of their applications. Similarly, colleges need to establish AI-specific guidelines for applicants, so students and counselors alike understand the ethical boundaries within which they can leverage AI in their applications.

Developing AI standards and practices also means ensuring that algorithms remain unbiased and fair. If AI tools are to be trusted in evaluating or advising students, they must be regularly monitored and audited to ensure they treat all students equitably. Biases in AI models can inadvertently reinforce existing disparities, so it’s essential that the education sector takes proactive steps to build and refine unbiased, inclusive algorithms.

Collaboration across sectors

To create responsible, standardized practices for AI, collaboration is key. Colleges, educational nonprofits, and technology companies must work together to shape policies that align with educational ethics. By consulting stakeholders across the board, the education sector can better ensure that AI systems align with students’ best interests while upholding the integrity of the admissions process.

AI companies can contribute to this ecosystem by maintaining transparency in how their models work and actively soliciting feedback from the educational institutions they serve. When all parties take an active role in defining these practices, the use of AI becomes not only more effective but also more ethical. This collaboration could pave the way for standardized guidelines across colleges, ensuring that AI support is clear, equitable, and accessible for everyone.

The end goal is a future where students can confidently navigate the college application process, equipped with resources that once belonged exclusively to those who could afford private counseling. This is not just limited to top schools–we envision a world where students from the first day of high school can assess the different avenues open to them and understand clearly what their full potential looks like.

Bridging the gap

That’s the promise of AI-driven counseling, and we’re beginning to see it come to life. This shift doesn’t just open doors for students–it gives colleges more accurate tools to find and recruit the best applicants. AI will do away with the fundamental information asymmetry present within the marketplace.

AI isn’t here to replace human support; it’s here to make sure every student has a fair shot. By embracing this potential, we’re working toward a college admissions landscape that is not only more predictable for institutions but more inclusive and supportive for every aspiring student.

About the Author:

Senan Khawaja is co-founder and CEO of the edtech platform Kollegio. Senan is a graduate of Stanford University who recently led the development and launch of an AI platform that levels the playing field of the college admissions process.