Students + AI: What Enrollment Leaders Need to Know Now
In this episode:
Artificial intelligence is quickly becoming part of the college search process, but its impact on student engagement is still unfolding.
In this episode of Filling Seats, Jonathan Clues speaks with Mia Charette, Vice President of Marketing at Capture Higher Ed, about a recent research study examining how students are using AI tools during their college search.
The conversation explores how students are increasingly relying on AI for early research and information gathering, changing how institutions appear in discovery environments. Mia explains why this shift requires enrollment teams to rethink their approach to content, personalization, and digital engagement.
The episode also examines the balance between automation and authenticity. While AI tools can help institutions scale communication and improve responsiveness, students still value genuine human interaction when making major decisions about their future.
Ultimately, the discussion highlights a key takeaway: AI may influence how students gather information, but trust and connection still drive enrollment decisions. Institutions that combine intelligent technology with authentic engagement will be best positioned to meet the expectations of the next generation of students.
Episode Transcript
Filling Seats Podcast – Student Engagement and AI
Guests:
Jonathan Clues (Host)
Mia Charette – Vice President of Marketing, Capture Higher Ed
Background: Mia Charette’s Experience in Education Marketing
Jonathan Clues:
Welcome to this episode of the Filling Seats Podcast. Today our guest is Mia Charette, Vice President of Marketing at Capture Higher Ed. Mia, could you start by sharing a little about your background in education marketing?
Mia Charette:
Absolutely. I’ve spent the last thirteen years working in education marketing. I started in the K-12 space and then moved into higher education about five years ago. I worked with a startup in the higher ed space, spent time at Niche, and now I’m at Capture Higher Ed.
Across those roles, my focus has always been on how institutions connect with prospective students through better engagement strategies and digital experiences.
How AI Is Entering the Student College Search
Jonathan Clues:
Artificial intelligence is becoming a major topic in enrollment and marketing conversations. From what you're seeing, how is AI beginning to influence the college search process?
Mia Charette:
Students are increasingly experimenting with AI tools as part of how they gather information. AI can help them summarize information quickly, compare institutions, and answer questions they might previously have searched for online.
This means that some of the earliest discovery steps may now happen through AI-assisted tools rather than traditional search alone.
For institutions, that shift means thinking carefully about how information is presented online and how easily AI systems can interpret and surface institutional content.
What the Student + AI Research Reveals About Engagement
Jonathan Clues:
Your team recently worked on research examining the intersection of student engagement and artificial intelligence. What were some of the key takeaways?
Mia Charette:
One of the most interesting findings is that while students are curious about AI tools, they still rely heavily on institutions themselves for meaningful engagement.
AI may help students gather basic information quickly, but when they begin evaluating where they actually want to enroll, they still want authentic human interaction.
In other words, AI may influence the discovery stage, but the decision stage is still very human.
Why Human Connection Still Matters in Enrollment
Jonathan Clues:
So even with AI entering the process, human engagement remains critical?
Mia Charette:
Absolutely. Choosing a college is one of the biggest decisions students make. They want to feel confident in that decision, and confidence often comes from human interaction.
That might mean conversations with admissions counselors, hearing stories from current students, or seeing authentic examples of campus life.
AI can support communication, but it cannot fully replace the trust that comes from real human connection.
The Risk of Over-Automating Student Communication
Jonathan Clues:
Many institutions are exploring automation to manage large numbers of prospective students. Where should they be cautious?
Mia Charette:
Automation can be incredibly helpful for efficiency, but institutions have to be careful not to lose authenticity.
Students can quickly recognize when communication feels generic or overly automated. If everything feels robotic, it can actually reduce trust.
The best approach is usually a balance — using technology to streamline communication while still maintaining authentic human engagement at key points in the student journey.
How Enrollment Teams Should Respond to AI-Driven Search Behavior
Jonathan Clues:
What advice would you give enrollment teams trying to adapt to these changes?
Mia Charette:
First, institutions should understand that AI is likely to influence how students gather early information.
That means making sure institutional content is clear, accurate, and easy to interpret.
Second, they should continue investing in authentic engagement experiences — things like student stories, meaningful conversations, and transparent communication about outcomes.
Technology can help scale engagement, but authenticity remains the differentiator.
Why Authentic Storytelling Is Still the Differentiator
Jonathan Clues:
So the institutions that succeed will be the ones that combine technology with authentic experiences?
Mia Charette:
Exactly. AI may help students discover institutions faster, but it doesn't replace the emotional and personal aspects of the decision.
Students still want to picture themselves on campus, understand the community, and feel confident about their choice.
The institutions that balance intelligent technology with real human engagement will be the ones that stand out.
Final Thoughts on the Future of AI and Student Engagement
Jonathan Clues:
As we look ahead, what makes you optimistic about the future of student engagement?
Mia Charette:
I think institutions are becoming more thoughtful about how they engage with students.
AI will continue evolving, but the core principles of enrollment remain the same: clarity, trust, and meaningful connection.
Technology should enhance those things, not replace them.
Podcast Closing
Jonathan Clues:
Thank you, Mia, for joining us today and sharing your insights.
And thank you to our listeners for tuning in to this episode of Filling Seats. For more podcasts, webinars, and resources, visit StudentBridge.com.
We look forward to seeing you next time.