US college admissions professionals face new questions over degree value and AI

US college admissions professionals are rethinking how they present higher education to prospective students as families ask more questions about the cost of a degree, its long-term benefits and the alternatives available outside the country.

These issues featured prominently at the annual conference of the National Association for College Admission Counseling (NACAC), held in Minneapolis from Oct 8 to 10. The event brought together admissions professionals, school counsellors and representatives of universities to discuss changes affecting recruitment and student decision-making.

Four themes emerged from the conference, including the pressure to demonstrate the value of a college education, the changing use of AI, a more cautious approach to political discussions and growing interest among American students in studying abroad.

Colleges face greater scrutiny over costs and returns

Admissions officers reported receiving more questions from students and parents about whether a college education justifies its financial cost, particularly when institutions charge different fees for programmes that may lead to similar career opportunities.

Johnnie Johnson, vice president for enrolment management at Washington College in Maryland, said families were increasingly asking why they should choose his institution over a less expensive alternative.

At Smith College, enrolment vice president Joanna May described efforts to communicate the benefits available to students beyond the classroom. These include access to research and internship opportunities, professional development support and networks connecting graduates with other institutions.

The focus on value is especially relevant to families who do not qualify for substantial financial assistance and must weigh the full cost of attendance.

However, some conference participants argued that colleges should explain their benefits beyond graduate salaries and employment prospects. A degree may also contribute to students’ personal development, community participation and broader learning.

AI is changing how students find colleges

Artificial intelligence has become a significant consideration for admissions offices, but conference discussions suggested that concerns are expanding beyond students using chatbots to write application essays.

Colleges are increasingly examining how AI tools influence the institutions students discover and the information they receive about them.

Data presented by Ben Neely, chief academic innovation officer at test-preparation company Revolution Prep, indicated that 52% of college students surveyed by the company used AI to research colleges. Research by education consultancy EAB put the comparable figure at 46%.

The figures come from separate studies and should not be treated as a single combined estimate.

Admissions teams are considering how to ensure that information about their programmes, costs and campus experiences is accurately represented in AI-generated answers. If students rely on chatbots instead of visiting university websites, institutions may have less direct control over how prospective applicants encounter their information.

AI could also help admissions offices manage workloads. However, participants raised questions about how to improve efficiency without removing the personal interaction that helps students navigate complex decisions.

Political discussions become less prominent

Political issues featured less heavily at the 2026 conference than they had the previous year, according to the report.

Admissions leaders have been dealing with changes in the US federal policy environment affecting higher education, including student lending and institutional funding. But NACAC chief executive Angel Pérez said some planned conference panels were cancelled because participating institutions were uncomfortable with their employees discussing the administration publicly.

Sessions that did take place examined issues such as college testing policies following the US Supreme Court’s 2023 decision restricting race-conscious admissions, as well as how school counsellors can advise students about race and the admissions process.

The reduced prominence of political sessions did not mean these issues had disappeared. Instead, conference participants described greater caution around public discussion of the current policy environment.

More American students are considering overseas universities

The conference also reflected growing interest in international study among students from the United States.

Pérez said NACAC received more proposals than in previous years for sessions on helping high school students and adult learners apply to universities abroad. Representatives from institutions in 35 countries attended the event.

University representatives from the United Kingdom and New Zealand described working with American students and families exploring overseas education. Kelsey Jackson, regional manager for the Americas at Victoria University of Wellington in New Zealand, said she had worked with at least 20 families interested in studying there because of the political environment in the US.

Political concerns were not the only factor. Representatives also pointed to the cost of American higher education and differences in degree structures. For example, undergraduate degrees in the UK commonly take three years, compared with the four-year structure typical of many US bachelor's programmes.

Studying abroad can offer different costs and academic pathways, although applicants must also consider admission requirements, visa rules and other practical barriers.

Admissions strategies continue to evolve

The conference discussions indicate that universities are being pressed to explain more clearly what students receive in return for their investment, while adapting to changes in how applicants gather information.

AI is creating new opportunities for admissions teams but also raises questions about accuracy and the visibility of institutions in digital searches. At the same time, interest in international study presents another challenge for US colleges competing for students.

For admissions professionals, the task is increasingly about helping students make informed choices by communicating academic opportunities, costs and outcomes clearly, while responding to changing expectations about higher education.