College admissions are undergoing a seismic transformation.
Enrollment trends are shifting dramatically, with the much-anticipated “enrollment cliff” now approaching fast. At the same time, AI is reshaping how students apply to college—and how institutions assess their potential. Add in shifting funding models, evolving policy mandates, and growing political pressures, and it’s clear: the old admissions playbook no longer works.
This year, more admissions leaders are stepping back and rethinking how to attract, evaluate, and support students. At the heart of this reinvention lies a critical question: How do we demonstrate the value of a college degree in an era where its worth is increasingly questioned?
A new report from Acuity Insights, the company I co-founded, shows just how deeply these issues are affecting institutions around the world. Our survey of admissions leaders across the U.S., Canada, the U.K., and Australia reveals mounting pressure—not just to react to change, but to proactively rebuild for the future.
Navigating Enrollment, Policy Shifts, and Rapid Tech Adoption
Let’s start with the most pressing challenge: enrollment. The number of students entering college is falling—and by fall 2025, the demographic drop-off will be in full effect. According to our survey, 41% of admissions leaders cite growing competition among institutions as their top concern. Another 36% say declining interest in traditional college education is a key challenge.
To stay viable, schools are shifting their focus beyond recruitment. Student retention, career readiness, and long-term student success are becoming central to their strategies.
Policy change is another key concern. Nearly half (46%) of U.S. admissions leaders feel fully prepared to navigate changes in financial aid, affirmative action, and DEI-related policies. But 45% feel only moderately prepared—signaling a need for renewed attention to compliance, criteria, and equity.
Meanwhile, today’s students are changing the game. Many are using AI tools like ChatGPT in the application process—35% of students admitted to doing so in our fall 2024 applicant survey. This has raised alarms for admissions teams: 78% are concerned about how AI might compromise the authenticity of submissions.
Balancing innovation with integrity, and speed with thoughtful evaluation, has become a high-stakes balancing act.
How Admissions Offices Are Responding
Amid all this change, many admissions teams are embracing new approaches. Three key trends stand out:
1. AI Integration in Admissions Processes
AI isn’t just a student tool—it’s becoming a strategic asset for admissions teams as well.
Over half (51%) of leaders believe AI will significantly transform how applicants are evaluated and selected. In fact, 50% already use AI to help identify noncognitive traits like leadership and resilience. And 38% use it to predict student success across both academic and personal dimensions.
Beyond selection, AI is helping institutions personalize student engagement and communication. Another 38% say AI enables better, more tailored support throughout the admissions journey.
2. Stronger Focus on Proving the Value of a Degree
As families grow more skeptical of the cost-benefit equation of college, institutions are stepping up their efforts to clearly communicate value.
Roughly one-third of admissions teams are prioritizing messages around career readiness (34%) and experiential learning (33%) to show real-world relevance. Alumni stories—especially those highlighting both personal and professional success—are becoming central to this messaging strategy.
But this focus on value doesn’t end once a student is admitted. With fewer students entering college, schools are doubling down on retention—through stronger advising, academic support, and career services aimed at helping students stay on track to graduation.
3. Holistic Admissions That Move Beyond Test Scores
The definition of a “qualified” applicant is changing.
Standardized tests no longer hold the same sway they once did. Today, 57% of admissions leaders are placing more weight on personal traits and life experiences, while 31% are broadening how they assess extracurricular involvement and community impact.
This marks a broader shift toward more flexible, student-centered admissions processes. Rather than relying solely on test scores, GPAs, and essays, institutions are evaluating applicants' backgrounds, soft skills, and personal achievements. Leadership, civic engagement, and creativity are now seen as strong indicators of future success.
Building a Resilient Admissions Future
Higher education is at a turning point—and admissions leaders are on the front lines of its reinvention.
Faced with falling enrollment, shifting public sentiment, evolving technology, and complex policies, schools are being challenged to rethink every aspect of their admissions strategies. The good news? Many are stepping up.
By leveraging innovative tools like AI, clearly communicating the long-term value of higher education, and embracing more holistic approaches, institutions are not only responding to today’s pressures—they’re preparing for the future.
Ultimately, this is about more than enrollment numbers. It’s about rebuilding trust in the promise of higher education and ensuring that students continue to see college as a meaningful, transformative path forward.
The institutions willing to evolve now will shape what opportunity looks like for the next generation.