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Artificial intelligence isn’t knocking on higher ed’s door anymore—it’s already inside the house. From students quietly relying on ChatGPT for essay drafts to admissions platforms embedding AI features behind the scenes, intelligent agents are reshaping the admissions journey whether we acknowledge it or not.
In a recent episode of Pulse Check, host Scott Cline sat down with Emily Thayer Owens, a college access strategist, counselor, and AI ethics advocate with nearly two decades of experience across admissions, policy, and student support. Emily’s perspective is refreshingly grounded: she pulls the conversation away from shiny tools and into the messy reality of what students and counselors actually need right now.
Her message to higher ed leaders? AI’s future isn’t just about adoption—it’s about trust, equity, and accountability.
AI Is Already Here—But Not Equally Accessible
Emily is clear: students and counselors are already using AI, whether institutions admit it or not.
- Students lean on ChatGPT to brainstorm essays, navigate financial aid questions, and prep for interviews. They may not even realize when platforms like SCOIR or Common App are embedding AI into their workflows.
- Counselors are experimenting with GPTs, Canva’s AI features, or even Midjourney to create visuals for presentations and recruitment events.
But there’s a catch: access is not equal. Many schools—especially in under-resourced districts—lack reliable Wi-Fi, updated devices, or basic training. A counselor in one community may have access to a full suite of AI tools, while another is still fighting to secure working laptops for students.
For admissions teams, the lesson is simple but urgent: don’t assume digital fluency. What’s “obvious” on one campus may be completely out of reach elsewhere. The institutions that acknowledge this digital divide—and adjust recruitment strategies accordingly—will earn credibility and connection.
The Blind Spot: Onboarding and Digital Fluency
One of Emily’s most eye-opening points is also the simplest: students struggle with email.
Something as basic as forwarding a message can trip students up because interfaces have changed and no one is teaching the fundamentals anymore. This seemingly small gap reveals a much bigger problem: higher ed often assumes digital nativeness equals digital fluency.
When institutions roll out AI usage policies without pairing them with hands-on training, they set students up for inequity and confusion. Enforcement without education risks punishing the very learners institutions are trying to support.
The solution? Reimagine onboarding. Teach students—and staff—how to engage with the basics, then layer in responsible AI use. Building literacy is not optional; it’s the foundation for equity.
Trust and Transparency: Counselors Aren’t Buying It
When asked whether high school counselors trust colleges to use AI ethically in admissions, Emily’s answer is blunt: no.
Counselors are already steeped in conversations about AI ethics, bias, and data privacy. They expect colleges to be just as transparent—and they notice when institutions aren’t. For higher ed leaders, this means:
- Disclose how AI is used in admissions, from essay reviews to predictive modeling.
- Explain how student data is protected, and what happens if a breach occurs.
- Align AI practices with institutional values—whether those values emphasize equity, sustainability, or social justice.
Gen Z is watching, too. Institutions that fail to live up to their own stated missions risk losing trust not just from counselors, but from students and families who see through the gaps.
AI as a Differentiator in Student Choice
Emily suggests that AI is already becoming part of the college decision matrix. Just as students weigh size, location, and programs, they’re beginning to evaluate how a school uses—or resists—AI.
Some campuses are leaning in with AI-integrated coursework or admissions chatbots. Others are carving out a “paper-only,” analog experience to stand apart. Neither stance is inherently right or wrong, but what matters is clarity.
Institutions that articulate their AI philosophy—and connect it back to their mission—will stand out. The differentiator isn’t the technology itself, but the intentionality behind its use.
Gen Z Engagement: More Than Chatbots
If there’s one thing higher ed gets wrong about Gen Z and technology, it’s assuming “faster” always means “better.”
Emily points out that immediacy matters—students expect quick answers when problems arise. But immediacy without humanity is a trap. A sluggish chatbot or a robotic mental health tool doesn’t feel like support; it feels like abandonment.
And let’s not forget digital overload. Students are already swimming in notifications, school-issued devices, and constant online noise. Colleges that pile on poorly designed tech touchpoints risk becoming background static instead of trusted guides.
What Counselors Need Right Now
At the top of the list: transparency and simplification.
As AI regulations tighten—from Colorado’s AI Act to EU data rules—colleges will legally need to disclose AI’s role in admissions. But Emily urges institutions not to wait. Proactively share how AI is used, how bias is monitored, and what recourse students have when mistakes happen.
Simplification matters, too. Between FAFSA, essays, platforms, and deadlines, students already juggle a chaotic process. Admissions offices that streamline without cutting corners will win points for being student-centric.
The Tension: Speed vs. Strategy
What keeps Emily up at night? The speed mismatch between AI’s evolution and higher ed’s response. Technology is racing ahead while institutions struggle to catch up, leaving students in the middle of an experiment they never signed up for.
But Emily also finds hope. As both a mom and an educator, she believes in higher ed’s ability to adapt—if leaders are willing to do the hard work. Her call to action is straightforward:
- Learn the tech. Leaders can’t make strategic decisions if they don’t understand the tools.
- Ask hard questions. Push vendors, policymakers, and internal teams on ethics, bias, and impact.
- Partner with counselors. They’re on the front lines and see what students are actually experiencing.
- Admit when you don’t know. Humility builds trust; defensiveness erodes it.
Final Thoughts
AI is no longer a hypothetical disruptor—it’s a present reality. But its success in higher ed won’t be measured by how many tools campuses adopt. It will be measured by whether institutions build trust, close equity gaps, and align AI usage with their values.
Emily Thayer Owens challenges leaders to stop chasing headlines and start listening—to counselors, to students, and to the lived realities shaping the admissions journey. Because in the age of intelligent agents, credibility is the real differentiator.
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