The role of AI in recruiting international students for UK universities
Written by Vahid Mohammadi from Universitio LTD
UK tertiary education is currently facing a dire challenge: the critical necessity of retaining and enrolling additional students, particularly overseas students.
The nation's universities and tertiary institutions are largely reliant on the tuition fees of international students to fund their activities, support research efforts, and maintain their global image.
However, the policy changes during the last year, such as the student visa dependents' restrictions introduced in January 2024, have seen a steep decline in the number of overseas students choosing to continue their education in the UK.
According to a House of Commons Library research briefing (CBP-7976, September 2024), applications for study visas in August 2024, the typically busiest month, were 17 per cent lower than in August 2023.
In addition, postgraduate enrolments in January 2024 were a third lower than the previous year. Some of the largest falls were among Nigerian (-70 per cent) and Bangladeshi (-42 per cent) students, while Pakistani applications rose by 33 per cent.
Also, the granting of visas to student dependents between January and August 2024 dropped by 83 per cent, showing the overall impact of such policy changes.
With the UK's universities competing with the world for the brightest and best, this dip poses dire reputational and financial risks.
Today, the higher education sector is at a juncture where proactive measures must be taken to counter this dip and reassert the UK's position as a leading destination for international education.
The US AI investment: A game changer
American President Donald Trump vowed a $500 billion private sector investment in AI infrastructure by OpenAI, SoftBank, and Oracle in the "Stargate" project.
The project, with 20 massive data centres and set to employ 100,000 individuals, was credited to Trump's administration by technology leaders.
The first centres are already on the drawing boards in Texas to build AI applications, including healthcare.
While the US has committed a record $500 billion to AI infrastructure in the 'Stargate' program, the UK's expenditure, although rising, still trails far behind.
The UK government has spent just £2.3 billion on AI since 2014 and is set to witness public and private investment reach over £5 billion by 2025.
Although it is at the forefront of AI in Europe and has attracted heavy commitments such as Microsoft’s £2.5 billion, the UK’s investment is relatively small in comparison, showing the gap between the two countries growing in the battle for AI supremacy.
AI in UK universities: Progress and limitations
UK universities are using AI to attract more international students through optimising marketing, admissions, and student support.
AI-driven personalised marketing campaigns, such as tailored advertisements and virtual campus tours, improve engagement.
AI-driven chatbots and automated document processing also accelerate admissions, reducing response times from weeks to hours.
A few universities, such as Durham and Edinburgh, use AI to analyse applicant data, engage with them better, and attain higher conversion rates.
AI also streamlines visa processing, with platforms like Enroly reducing administrative workload and increasing Confirmation of Acceptance for Studies issuance by 46 per cent at Bangor University.
Furthermore, AI personalises student experiences, from academic to social integration, driving retention and satisfaction.
These innovations position the UK at the forefront of AI-driven student recruitment, making universities more accessible and appealing to international students.
The shortcomings in AI adoption for admissions
Under these circumstances, some UK universities are attempting to streamline their marketing and admissions processes through the application of AI.
However, at the government and strategic levels, substantial investment in applying AI to higher education is still not being done.
International student recruitment still rests heavily on traditional modes, such as direct applications or university-supported agents, which not only slows the process but also cannot compensate for the shortfall of students resulting from recent policy changes.
The core issue is that most international students, particularly from Asia, the Middle East, and Africa, who are willing to continue their education in the UK are unable to get full details on application processes, required documents, and ideal cities and study courses.
Many rely on unofficial social media platforms such as WhatsApp and Telegram for information, unaware that official application systems exist.
Beyond that, visa problems persist, and many applicants are unaware of available options for bringing dependants to the UK.
Lack of structured advice has generated uncertainty, misinformation, and increased susceptibility to scams and fraud.
Furthermore, even approved international agents of universities do not always command the trust of students, preventing them from bridging this knowledge gap.
AI as the missing link in international student recruitment
It is here that AI can play a game-changing role in providing universities with accurate, accessible, and personalised data for potential students.
Can tools like ChatGPT, Grok, or Claude AI address this issue? The answer is no and these tools rely on general knowledge and powerful deep search capabilities but lack bespoke training in the UK higher education application process or assisting migrant students.
There is significant demand for an AI-powered learning system that can guide international students from the point of decision to submit their application, through selecting the right university and city, to securing accommodation, booking flights, completing registration, and visa processing.
Such an AI platform would learn and refine itself continually through expert human tutoring and could offer bespoke guidance to foreign students, empowering them to handle the UK admission process with comfort and confidence.
The need for a government-led AI strategy in higher education
It is clear that recent policy shifts regarding immigration are well-planned and purposeful, aligning with broader national interests.
While these changes are understandable, they have undeniably impacted universities and schools, particularly in international student recruitment and financial stability.
Rather than leaving institutions to bear these losses, it is essential to find alternative solutions and AI is a prime contender in both mitigating these challenges and optimising the efficiency of student admissions.
A careful reconsideration of the admissions process, along with a committed plan to increase AI adoption, could enable universities to adapt to this new landscape without compromising their international competitiveness.