AI Fills Counseling Gap, Matching Students With Colleges, Majors and Scholarships

In the US, the shortage of college counselors has left many high school students without guidance on selecting colleges, majors, and scholarships. A crop of AI tools is emerging to fill the gap: these platforms learn individual interests and offer tailored recommendations for higher education choices.

Julia Dixon found this gap after earning her bachelor’s degree from the University of Michigan in 2014. Friends and relatives turned to her for tips on college applications. As she shared insights from her recent experience, Dixon saw how many families lacked affordable access to expert advice on preparing for college.

Statewide data reveal even broader gaps. In California, some districts report one counselor for more than 700 students. Urban schools often have more staff, leaving rural districts especially underserved. Remote counseling initiatives have tried to fill the void, but many schools lack the budget or infrastructure to support virtual sessions for every learner.

According to the American School Counselor Association, there is one counselor for every 376 students in US high schools. Many students go without one-on-one support in deciding where to apply or what field of study fits them best. Some hire private advisors, but fees can reach several thousand dollars.

In 2023, Dixon launched ESAI, an AI-driven service meant to guide students through the college admissions journey. She posts short videos on TikTok explaining campus planning and how AI can help young people who are unsure about their career paths. Membership in her program starts at about $21 per month, far less than a private counselor.

On TikTok, Dixon’s channel has surpassed 150,000 followers. Her clips cover topics like crafting a standout personal statement, mapping campus visits, and balancing part-time work with studies. Viewers often comment with questions about standardized test strategies or how to evaluate student-run organizations, which Dixon addresses in follow-up videos.

ESAI relies on a matching algorithm that considers every element of a student’s profile. First, it directs them to a “major mentor” tool, which focuses on interests and career ambitions. After that, the system turns to a “school matchmaker,” evaluating factors such as social preferences, ideal class sizes, and geographic location. Outputs are customized for each student.

Users begin with a personality survey that taps into motivation styles and social habits. The algorithm applies machine learning to match that data with institution profiles. It ranks campuses by fit scores, breaking down how each factor influences the recommendation. Students see side-by-side comparisons of academic rigor, campus life, and alumni networks.

Dixon notes that many users come to ESAI when they have a list of target schools and need support polishing essays or strengthening applications. “Our college essay support and quantifying calculator helps kids quantify the impact from activities they’ve already done,” she explains. For example, if a student has cared for younger siblings, the software translates those hours into demonstrated leadership skills.

Families often worry about tuition costs. Dixon points out that ESAI’s scholarship finder matches each student’s interests, background, and financial profile to relevant awards. It factors in aspects such as state residency or demographic criteria. An American history buff who is a first-generation college hopeful could find scholarships that specifically reward those characteristics.

Behind the matching engine is text analysis, which scans scholarship descriptions for keywords tied to a student’s background. Automatic alerts signal when new awards open. In some cases, the platform creates draft responses to application prompts that a student can customize, shaving hours off the research and writing process.

There are programs aimed at women pursuing STEM majors as well, with grants for science, technology, engineering, and math. Students get suggestions based on their unique mix of hobbies, academic strengths, and economic situation. The platform updates its database so new funding opportunities appear as soon as they become available.

Jon Carson created the College Guidance Network when his son was a high school sophomore. He had trouble scheduling appointments with the school counselor and noticed a gap in resources for parents who wanted to stay involved. Evening and weekend talks about college options happened at home, but most counselors were unavailable outside school hours.

Carson drew on his background as a software engineer at a tech startup. He built the initial prototype in his garage, testing features with local families. Their feedback shaped tools for essay reviews, interview prep checklists, and practice SAT sections. Before long, what began as a side project gained traction among community groups and local school boards.

Carson says, “We talk to our kids on nights, weekends, and during breaks, since counselors aren’t around then.” His web portal gathers advice from over 375 admissions professionals. It offers a library of articles, video tutorials, and downloadable guides. Families can also reserve “office hours” sessions with admissions veterans.

The platform bills itself as “Experts for everyone, all in one place.” Content is organized into four key phases: discovery, application steps, financial aid, and the parent-teen partnership. That setup teaches parents how to guide their teenager when reluctance arises, making it easier for families to coordinate their efforts.

An AI counselor named Eva supports both students and parents. Eva pulls guidance from the expert database, then mines the web for up-to-the-minute details like college application deadlines and SAT or ACT registration dates. The system builds a calendar with reminders, helping learners keep track of requirements.

At present, about 60 high schools offer the service through their counseling offices. A dozen admissions departments have agreed to sponsor access to ease tension for families exploring options. Recently, Eva became available directly to the public for a monthly fee starting at $15, so any student can log in from home.

Since its public unveiling earlier this year, Eva has drawn over 20,000 sign-ups. Users praise the way AI breaks down application tasks into manageable steps. A beta test at a rural Pennsylvania district reported a 30 percent increase in on-time submissions after students followed the system’s reminders and progress tracking.

Emily Pacheco, associate director of admissions at Case Western Reserve University and founder of Edhub.ai, promotes responsible use of AI in college admissions. She compares these tools to thought partners or coaches. “The number one usage of ChatGPT right now is for therapy and companionship,” Pacheco says. “Students are turning to it for life decisions and admissions advice.”

Some critics worry about students using generative AI to write essays or solve homework problems without permission. Pacheco argues that using the technology as a tutor or editor remains ethical. “We discuss brainstorming, outlining, and feedback such as ‘Is my essay conveying the right message?’” she says. AI often provides insights that students receive more openly than guidance from parents or counselors.

Edhub.ai has published a set of ethical guidelines for AI use in admissions, advocating transparency about how recommendations are generated. The group runs pilot programs at several liberal arts colleges, collecting student and staff feedback on outcomes. Pacheco says these case studies will inform best practices on integrating AI without sacrificing fairness or academic integrity.

AI guidance can steer learners toward options beyond four-year universities. “Great community colleges may be an excellent next step,” Pacheco mentions. Some may thrive in vocational training programs instead of traditional degree routes. The platform offers details on certification paths and local technical schools, expanding the definition of post-secondary success.

Pacheco notes that fewer students are applying to many institutions. Thousands of programs exist, but the top 30 or so universities get the bulk of applications. Smaller colleges may struggle to meet enrollment targets, so detailed guidance can benefit them by connecting with prospects whose interests match what they offer.

Geoff Baird, founder of Enroll ml, calls this shift the demographic cliff. Declining birth rates and high tuition costs are causing overall application volumes to drop. “This is fundamentally changing the enrollment environment for institutions,” Baird says. He built a machine learning platform to help recruiters identify students most likely to succeed at their school.

Data from the National Center for Education Statistics project a 15 percent drop in college-aged population by 2027 compared with 2012. That shift drives fierce competition among campuses. Some administrators plan to offer hybrid certificate programs to offset enrollment declines, and others seek partnerships with coding boot camps or apprenticeship networks.

Recruiters have traditionally met prospects at high school college fairs. Enroll ml lets them replicate that process online. Its algorithms examine hundreds of data points—response times to emails, website visits, social media interactions—to flag serious candidates. Admissions teams use those insights to craft personalized outreach campaigns.

A midwestern university using Enroll ml saw a 20 percent boost in yield rate last fall. The admissions office reported that targeted email series and personalized event invitations increased campus tour attendance by nearly 40 percent. Early feedback suggests stronger engagement will translate into higher retention.

The system tracks patterns such as which email links students click on or how often a campus virtual tour page is revisited. That matters when applicants can apply to over 1,000 institutions via the Common App platform. Identifying true interest helps schools focus efforts where they count.

Baird points out that admissions offices have limited staff. “Spending time on students who aren’t engaged takes resources away from those who are,” he says. Targeted outreach improves efficiency by matching school priorities with student preferences.

As students search for the right college and institutions seek the right candidates, AI tools are bridging the divide between the two groups.