In recent years, the adoption of artificial intelligence tools has surged, particularly among younger generations who are adept at navigating digital landscapes. This shift is transforming various aspects of education, including the experiences of students entering higher education.
While discussions within the university sector have often centered on the implications of AI for teaching, learning, and academic integrity, there has been less focus on how these technologies can reshape a student’s journey into higher education. UCAS, the UK’s centralized undergraduate admissions service, has conducted extensive research to uncover how prospective students utilize AI to explore their options and manage the application process. Insights from this research may prompt universities and colleges to rethink their engagement strategies and support systems for applicants.
AI: A New Age of Research
A notable trend emerging from our findings is the prominent role AI is playing as a research tool for applicants. Nearly half (48 percent) of survey participants indicated that they have utilized AI to examine their options. Among these users, the primary applications included comparing universities (61 percent), exploring subject choices (59 percent), and checking entry requirements (52 percent). Below are examples of the typical questions these applicants posed to AI during their research into higher education.
“What courses does this uni offer? Or what subjects are needed for this course?” — Female, age 16-17
“Which universities have the best engineering programs and what are their rankings?” — Male, age 16-17
Respondents noted that AI provides quick answers, personalized advice, and comparative insights, especially during the initial stages of their research. This technology allows students to gather information far more swiftly than traditional search methods.
“I use it for inspiration and checking career pathways.” — Female, age 17
To remain relevant, universities and colleges must ensure that AI can accurately present their information. This involves structuring online content around the questions students frequently ask and delivering clear, digestible summaries that AI tools can easily access and retrieve.
The Value of Human Insight
Importantly, our research indicates that AI tools are not replacing official sources of information. Just under half (43 percent) of respondents still consider university websites to be their primary resource, while only 13 percent begin their searches with chatbots.
Real-world experiences remain crucial for decision-making; nearly half (48 percent) stated they would eliminate a university from their shortlist based on a negative open day experience, whereas just 8 percent would do so in response to a negative AI review.
This highlights the necessity of creating a cohesive discovery journey for potential applicants across both online and offline channels. Universities and colleges can cultivate strong connections during discovery events and open days, ensuring that experiences are consistently of high quality. While AI can facilitate research, it cannot replicate the atmosphere of a campus or the benefits of in-person connections.
Recognizing AI’s Limitations
Although many applicants use AI early in their research alongside trustworthy sources, they tend to avoid relying on it for completing their UCAS applications or making final decisions. A significant barrier to deeper trust in AI is the concern over the accuracy and impartiality of its information; 73 percent of participants admitted they had encountered incorrect details from AI tools.
“AI provided me with incorrect grade requirements for a university course, prompting me to check the official university website.” — Female, age 16-17
Respondents expressed that they would not trust AI to guide them in making personal decisions, particularly regarding their firm or insurance choice.
“I wouldn’t trust AI to grasp the emotional aspects of deciding on a specific university.” — Female, age 20-24
“I would not trust AI with personal decisions related to my physical or mental health.” — Male, age 16-17
In this context, parents and teachers are viewed as more reliable sources of support; only 13 percent of respondents trusted AI more than a teacher, and 16 percent felt the same about parents or guardians. This presents a significant opportunity for universities to enhance engagement with schools, colleges, parents, and caregivers, all of whom play a vital role in applicant decision-making.
In summary, while AI can assist applicants in researching their options, it does not replace the reliability of official websites or personal guidance. As we look ahead, questions remain about whether future applicants will develop greater trust in AI and how that might affect admissions processes. This research serves as an initial benchmark, and UCAS is committed to monitoring the evolving attitudes and behaviors of applicants toward AI.
The research is based on a survey of 4,485 potential applicants, applicants, and first-year undergraduate students conducted in November 2025, followed by three student focus groups in January 2026.
