AI Chatbot, TikTok and Big Data 'Reign' in 2025 Admissions Season

On October 24, Banking University of Ho Chi Minh City organized a seminar on "Digital transformation in enrollment and communication at universities", with the participation of many enrollment and career guidance experts and university representatives.

New context, new approach

Associate Professor Dr. Nguyen Van Thuy, Head of Admissions and Communications Department, Banking University of Ho Chi Minh City, emphasized that 2025 is a "pivotal year" for university admissions.

The new landscape with changes in admission regulations not only impacts the admission process but also changes the way schools approach and interact with candidates.

"Admission communication activities are no longer simply about providing information, but have become a comprehensive strategy, requiring flexibility, understanding and application of breakthrough technology," said Mr. Thuy.

Survey results of important information channels in admissions with candidates.

According to a survey conducted by the school with more than 1,500 students, search engines (mainly Google), social networks and the school's website are the three most important information channels for students and parents in searching for admission information.

The results also revealed significant differences in information-seeking behavior between student groups, forcing schools to segment and personalize their communication strategies.

Students with good academic performance are often interested in new admission methods such as competency assessment exams or direct admission, while average students prioritize considering academic records.

According to Mr. Thuy, this shows that it is impossible to use a common message for all audiences. For example, communication campaigns for excellent students need to focus on talent programs, scholarships, and research opportunities; while for the group of average students, it should emphasize the stability of the training program and real job opportunities.

Along with that, the trend of "choosing to study because of passion" instead of "chasing after scores" is increasingly evident, requiring schools to change their thinking and communication messages in a more approachable and realistic direction.

The seminar was attended by many admissions and career guidance experts and university representatives.

'Abusing AI, beware of adverse effects'

Experts also believe that 2025 will see a technology explosion in recruitment communications. Short video platforms such as TikTok, Instagram Reels or YouTube Shorts are dominating the media space, in line with the fast, vivid content consumption habits of Gen Z.

According to Associate Professor Dr. Nguyen Van Thuy, schools need to "know how to tell stories" in just a few seconds, concisely, creatively and impressively, instead of just posting dry information.

Along with content, artificial intelligence (AI) and chatbots have become indispensable tools in personalizing user experiences.

AI helps analyze candidate behavior data, predict registration trends, and identify potential candidate groups. AI chatbots provide 24/7 consulting on study programs, tuition fees, and admission requirements, helping to reduce the workload for the consulting team.

However, Mr. Thuy also warned of "content fatigue" due to AI tools creating a series of uncreative, soulless content.

"Schools need to see AI as a powerful assistant, not a replacement. The core value of communication is still authenticity and human emotion," he emphasized.

Dr. Le Thi Thanh Mai, former Head of Student Affairs Department, Ho Chi Minh City National University, talks about applying technology for effective communication and enrollment.

Dr. Le Thi Thanh Mai, former Head of Student Affairs Department, Ho Chi Minh City National University, said that students using AI to search for information is popular, but not always accurate.

According to her, effective recruitment communication must be based on three pillars: Recruitment consultants and career guidance experts; Application of digital technology and artificial intelligence; Communication strategy to reach the right audience.

Ms. Mai also pointed out a worrying reality: the current recruitment consulting force lacks specialized training, causing the information conveyed to sometimes be inaccurate or misleading.

Therefore, it is necessary to enhance digital skills training and AI understanding for homeroom teachers, counselors and career guidance officers in general schools.

Turning risks into opportunities from media crises

From the perspective of a media researcher, MSc. Nguyen Thi Bich Ngoc, Head of the Communication Department, International University (Ho Chi Minh City National University) brings up the topic of identifying and handling media crises in admissions.

The strong development of the digital media environment means that schools have to face more risks. Especially, in sensitive times such as announcing enrollment plans, adjusting enrollment targets, changing admission methods, announcing admission benchmarks... all can cause a media crisis.

MSc. Nguyen Thi Bich Ngoc presented on the topic of communication crisis in admissions.

According to Ms. Ngoc, the issue is not to avoid crises, but to proactively manage and handle them effectively. When properly responded to, crises can become opportunities to affirm the school's brand value.

Ms. Ngoc emphasized three key factors in crisis management: response speed, transparency, and learner-centeredness.

"When done properly, each incident can become a positive push, helping the school become more professional, confident and steadfast in its admissions work," said Ms. Ngoc.

Source: https://giaoducthoidai.vn/chatbot-ai-tiktok-va-du-lieu-lon-len-ngoi-trong-mua-tuyen-sinh-2025-post753918.html