AI tools are changing how prospective students explore institutional offerings, and this can be problematic for institutions, according to Holly Zanville (George Washington University) and Matthew Arrojas. While traditional research requires that the searcher move through sources like “walking in a well-organized library,” the authors explain that AI chatbots often give direct answers akin to a “vending machine” of information. While these instant results can save time for searchers, using AI in this way can result in smaller niche programs being missed, a loss of narrative control for institutions, and a loss of differentiation for institutions. To combat this, the authors recommend that institutions design their information so that it is easily interpretable by both AI and human searchers.
