Universities urged to pair AI innovation with human connection in student recruitment

Edward Harcourt, right, senior vice president of QS Quacquarelli Symonds, moderates a panel session "The Future of Student Recruitment in an AI-Driven World" at the QS World University Rankings: Asia in Korea University, Seoul, Tuesday. Korea Times photo by Choi Won-suk

Higher education experts speaking at the QS World University Rankings: Asia panel in Seoul urged universities to pair cutting-edge, AI-driven tools with a continued focus on human connection, stressing that the enduring value of personal interaction must remain central to their brand identity and communication.

In a panel session moderated by Edward Harcourt, senior vice president of QS Quacquarelli Symonds, speakers stressed that while automation brings efficiency and personalization to the application and enrollment process, authentic human engagement and oversight are vital to maintaining institutional reputation and forging meaningful connections with prospective students.

Panelists widely agreed that student expectations have dramatically changed over the past decade, especially in application speed and transparency.

"Students in 2025 are totally different than students in 2015. They expect us to be very fast, very comprehensive, and to provide all the necessary information not only about the university, but even about their specified majors," said Prof. Sherine Farouk of Abu Dhabi University. She emphasized how students, equipped with digital tools, want instant responses and tailored information, reflecting a broader shift toward a customer-service mindset in higher education.

Professor Sherine Farouk of Abu Dhabi University speaks during the panel session "The Future of Student Recruitment in an AI-Driven World" at the QS World University Rankings: Asia in Korea University, Seoul, Tuesday. Korea Times photo by Choi Won-suk

Jason Hwa Khang Chan of Swinburne University Sarawak echoed these sentiments by recalling that two decades ago, students waited weeks for a paper admission letter. "Now, they want responses by instant messaging. Turnaround time is key. Students want to be sure they will get a positive answer for an application they put in, and they want to know ahead of time how to increase their chances," Chan said.

Universities are adopting new technologies to meet these rising expectations. According to Christopher Carey of Massey University, the institution aims to respond to 90 percent of applicants within 48 business hours, a performance driven by both dedicated staff and the growing use of AI tools.

"We’ve already come to need some sophisticated solutions for AI to evaluate our future applications, but I just don’t think we’re there yet. There’s probably too many errors in AI right now," he noted, underscoring that while automation aids efficiency, human oversight remains crucial.

Christopher Carey of Massey University speaks during the panel session "The Future of Student Recruitment in an AI-Driven World" at the QS World University Rankings: Asia in Korea University, Seoul, Tuesday. Korea Times photo by Choi Won-suk

Panelists described how AI-powered customer relationship management systems and predictive analytics are enabling more personalized and immediate communication with applicants.

Farouk detailed her university’s use of AI-driven platforms not just for admissions, but also for targeted marketing. "By using AI in admission, we can see a lot of progress in the conversion rate from application to admission. The technology is helping us make the journey very efficient and of high quality," she said.

Despite these clear advantages of automation, the panel repeatedly emphasized the irreplaceable value of human engagement in university branding and student communication.

"We need to always have the fingerprints or the tone of the university in each message delivered to students … AI can talk on our behalf, but it should talk like us," she said, underscoring that branding and institutional identity cannot be left to algorithms alone, especially in contexts demanding cultural sensitivity.

Jason Hwa Khang Chan of Swinburne University Sarawak speaks during the panel session "The Future of Student Recruitment in an AI-Driven World" at the QS World University Rankings: Asia in Korea University, Seoul, Tuesday. Korea Times photo by Choi Won-suk

Chan also highlighted the need for authentic, human interaction. "Personalization from an international recruitment community — those who speak directly to students — makes a difference to your brand," he said.

Carey agreed, cautioning that a poorly designed AI chatbot could frustrate students and erode institutional reputation if it lacks enough knowledge or fails to transfer to a human when needed.

The panel concluded that while AI streamlines processes and transforms how universities engage with prospective students, the essence of university communication — authenticity, identity and a personal touch — must remain rooted in human oversight, ensuring each message aligns with institutional values and resonates with students across diverse backgrounds.