Artificial Intelligence (AI) has emerged as a double-edged sword in admissions management. While AI promises efficiency, automation and improved applicant experiences, it also raises ethical and privacy concerns that institutions must navigate carefully. Let’s explore some of the advantages and potential pitfalls of integrating AI into admissions processes.
The gains of AI in admissions
Efficiency and automation
Indeed, AI can streamline the admissions process by automating repetitive tasks. To make this possible for educational institutions, DreamApply leverages integrations like Zapier, that allow clients to automate their workflows.
At the same time, automations have already been developed within DreamApply since 2011 that reduce workload and allow focusing on strategic tasks. For example, educational institutions can automate task assignments, ranking applications, sending reminders, managing invoices and measuring success directly from the system.
Enhanced data management
AI can analyze large volumes of data to provide insights into applicant trends and behaviors, helping institutions tailor their outreach efforts. DreamApply integrates with popular analytics tools that leverage AI and machine learning, such as Google Analytics.
At the same time, DreamApply’s features already cover the basic needs for data management, including a comprehensive dashboard that offers detailed insights into applicant progress, application statuses and much more. By default, this is designed with and for educational institutions and is based on the everyday workflow of admissions teams.
Marketing optimization
AI can analyze data to refine strategies and personalize communication to support higher education marketing. DreamApply supports this with integrations like HubSpot which include capabilities such as predictive lead scoring.
This is on top of DreamApply’s built-in marketing features. For example, DreamApply’s UTM features allow you to track the effectiveness of online marketing campaigns, identifying which sources and campaigns drive the most valuable traffic.
You can automate notifications about upcoming deadlines, incomplete applications, or missing documents, to keep prospective students engaged and improve conversion rates.
Another example is the impact of DreamApply’s admissions management software on SEO.
The pains of AI in admissions
Risk of misuse by applicants
One major concern is the potential misuse of AI and plagiarism, especially in generating application materials such as essays and motivation letters.
DreamApply’s Video interview feature is a solution to this problem. Institutions can use it to complement their written application requirements.
This lets applicants record answers to pre-written questions directly on the admissions platform. Admissions managers can decide how much time applicants should have before the recording starts based on the unique needs of their admissions process.
Then, admissions officers can watch the answers that are sure to be authentic since applicants normally get, for example, 30-60 seconds to prepare an answer.
Bias and fairness
AI systems can perpetuate existing biases if not properly managed. Regular audits and ethical guidelines are necessary to ensure AI tools promote fairness and do not disadvantage any group of applicants.
DreamApply addresses this issue by offering a set of features that allow institutions to manage the admissions process transparently and fairly. This includes configurable scoring and ranking systems, comprehensive reporting tools and features to manage scholarship applications.
Privacy concerns
AI systems handling large amounts of sensitive applicant data pose significant privacy risks. Ensuring data protection and compliance with regulations is crucial.
DreamApply tackles this challenge with its strong commitment to data security, demonstrated by its ISO 27001 certification and GDPR compliance.
The platform includes robust data protection features, ensuring that all personal information is securely stored and safeguarded against unauthorized access and breaches.
Conclusion
The integration of AI in admissions management offers significant benefits but also comes with challenges that need careful consideration. Institutions must balance the gains of AI with potential ethical and privacy issues to ensure that any AI implementation is transparent, fair and secure.
DreamApply’s approach, which focuses on careful integration without over-relying on AI, achieves efficiency while safeguarding the integrity of the admissions process.
About DreamApply
Founded in 2011 in Estonia, DreamApply is an innovation-driven EdTech organization that improves access to education around the globe. DreamApply’s application management software helps more than 300 educational institutions across 40 countries improve admissions, marketing, financial and other internal processes.
DreamApply’s easy-to-use and customizable software increases student enrollment by 30% and reduces application processing time by 40%. With features designed with and for educational institutions, and integrations with commonly used systems, DreamApply empowers teams to get more done with less effort.
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