Key points:
- Institutions are prioritizing student retention and career readiness initiatives
- What factors attract students to college?
- Tech to the rescue: Turning the tide on first-year dropout rates
- For more news on higher-ed admissions, visit eSN’s Campus Leadership hub
More than half of higher-ed admissions professionals believe AI will impact admissions, and declining enrollment remains a challenge, according to Acuity’s 2025 University and College Admissions Trends Report.
The report, based on a survey of 160 higher-ed admissions leaders, offers in-depth insights into the evolving landscape of higher education admissions.
“With shifting enrollment patterns, increased use of AI in both application review and student submissions, and ongoing changes in funding and policy, institutions must rethink traditional approaches to recruitment and admissions,” says Matt Holland, CEO at Acuity Insights.
“We found 57 percent of admissions professionals increasing their emphasis on personal qualities and life experiences, and it’s clear that holistic review practices in admissions are seeing rapid adoption. Our 2025 Trends Report provides a roadmap for admissions teams looking to adapt and thrive in this changing environment,” Holland added.
Key findings include:
AI’s expanding role in admissions: Fifty-one percent of admissions professionals believe AI will transform applicant evaluation, improving efficiency while maintaining holistic review standards.
Enrollment challenges and retention strategies: With declining enrollment rates, 41 percent of admissions leaders cite competition from other institutions as their top challenge, followed by declining interest in traditional college education (36 percent). Institutions are responding by prioritizing student retention and career readiness initiatives.
Shifting admissions and funding policies: Nearly half (46 percent) of U.S. admissions leaders feel fully prepared for changes in financial aid, affirmative action, and DEI policies, while 45 percent feel moderately prepared, underscoring the need for continued adaptation.
Beyond traditional metrics: More than half (57 percent) of admissions professionals report increased emphasis on applicants’ personal qualities, life experiences, and extracurricular contributions as schools move away from reliance on standardized tests for knowledge and academic skills.
Rebuilding trust in higher education: Institutions are focusing on demonstrating career readiness, alumni success, and experiential learning opportunities to communicate the value of a degree amid rising economic pressures.
Empowering admissions teams with data-driven insights
The report serves as a valuable resource for admissions leaders seeking to navigate an increasingly complex landscape. By pairing survey findings with broader industry trends, this analysis provides actionable strategies for leveraging AI, strengthening holistic review, and effectively communicating the value of higher education.
This press release originally appeared online.
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