Dos and Don’ts of AI in College Recruitment & Enrollment
July 27, 2026 • Part of Student Defense’s SHAPE AI Resource Library
The guide establishes seven dos and don’ts of AI use in “pre-enrollment processes, from marketing and recruitment of applicants to the conversion of admitted students into enrollees.” Each recommendation includes a hypothetical example to humanize the need for proper guardrails. Key suggestions include:
Hold AI to the same standards as people
Don’t weaponize personalization or use AI to create pressure loops
Disclose when a student is talking to a machine
Audit recruitment systems for unintended consequences
“Inequities in college recruitment and enrollment practices have limited opportunities for underserved students for decades. Without proper oversight, AI could amplify those behaviors, making them even more harmful for historically disadvantaged students,” said Chris Bryant, Senior Counsel at Student Defense. “The need to ensure colleges and universities use AI responsibly is growing every day. This guide can help schools establish guardrails to protect prospective students, advance opportunity, and promote transparent and equitable recruitment and enrollment processes.”
Student Defense released companion guidance called the “Dos and Don’ts of College Application Evaluation” in May. Both guides build on Student Defense’s Student AI Bill of Rights, which was published in April as a part of the SHAPE AI Initiative. Additional guidance on the responsible use of AI in marketing and financial aid in higher ed will be released in future reports.
