Higher education experts speaking at the QS World University Rankings: Asia Committee in Seoul urged universities to combine cutting-edge AI-driven tools with a continued focus on human connections, stressing that the enduring value of personal interactions must remain central to universities’ brand identity and communications.
In a panel session moderated by Edward Harcourt, senior vice president at QS Quacquarelli Simmons, speakers emphasized that while automation brings efficiency and personalization to the application and enrollment process, true human involvement and oversight is essential to maintaining an institution’s reputation and building meaningful connections with prospective students.
Panelists broadly agreed that student expectations have changed dramatically over the past decade, particularly in the speed and transparency of applications.
Professor Shereen Farooq from Abu Dhabi University said: “The students of 2025 are completely different from the students of 2015. They expect us to be very quick and very comprehensive and provide them with all the information they need, not only about the university but even about their designated major.” He highlighted how students equipped with digital tools are demanding instant responses and customized information, reflecting a broader shift in customer service thinking in higher education.
Professor Shereen Farooq from Abu Dhabi University spoke at the QS World University Rankings: Asia panel session “The Future of Student Recruitment in an AI-Driven World” held at Korea University in Seoul on Tuesday. Korea Times Photo provided by Choi Won-seok
Jason Hua Kang Chan from Swinburne University in Sarawak echoed these sentiments, recalling that 20 years ago, students waited weeks for their paper acceptance letters to arrive. “Now they want a response through instant messaging. Response time is critical. Students want to be sure they will get a positive response to the application they submit, and they want to know upfront how to increase their chances,” Chan said.
Universities are implementing new technologies to meet these rising expectations. Massey University’s Christopher Carey said the university aims to respond to 90% of applicants within 48 working hours, and that success is being driven by both dedicated staff and increased use of AI tools.
“We already need sophisticated solutions for AI to evaluate future applications, but I don’t think we’re there yet. There are probably too many errors in AI right now,” he said, emphasizing that while automation increases efficiency, human oversight remains important.
Massey University’s Christopher Carey spoke at the QS World University Rankings: Asia panel session ‘The Future of Student Recruitment in an AI-Driven World’ at Korea University in Seoul on Tuesday. Korea Times Photo provided by Choi Won-seok
Panelists discussed how AI-powered customer relationship management systems and predictive analytics are enabling more personalized and instant communication with candidates.
Farooq elaborated on how her university uses AI-driven platforms not only for admissions but also for targeted marketing. “By using AI in admissions, we are seeing significant advances in conversion rates from application to admission. Thanks to technology, we have a very efficient and high-quality process,” she said.
Despite these obvious benefits of automation, the panel reiterated the irreplaceable value of human involvement in university branding and student communications.
“Each message delivered to students must always include the character and tone of the university… AI can speak for us, but it must speak like us,” she said, emphasizing that branding and organizational identity cannot be left to algorithms alone, especially in situations where cultural sensitivity is required.
Jason Hwa Kang Chan from Swinburne University in Sarawak spoke at the QS World University Rankings: Asia panel session “The Future of Student Recruitment in an AI-Driven World” held at Korea University in Seoul on Tuesday. Korea Times Photo provided by Choi Won-seok
Mr Chan also emphasized the need for genuine human interaction. “Personalization from an international recruitment community that interacts directly with students transforms your brand,” he said.
Carey agreed, warning that poorly designed AI chatbots that don’t have enough knowledge or can’t communicate to humans when needed can frustrate students and damage an organization’s reputation.
The panel concluded that while AI streamlines processes and transforms the way universities engage with prospective students, the essence of university communications – authenticity, identity and personal touch – remains rooted in human oversight, and each message must align with the university’s values and resonate with students from diverse backgrounds.
