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.

The survey results identify key information channels used by applicants in the admissions process.

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 a single message cannot be used for all target groups. For example, a communication campaign for high-achieving students should focus on talent programs, scholarships, and research opportunities; while for average students, it should emphasize the stability of the training program and practical 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.

'Misusing AI could backfire.'

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.

Alongside content, artificial intelligence (AI) and chatbots have become indispensable tools in personalizing the user experience.

AI helps analyze applicant behavior data, predict registration trends, and identify potential applicant groups. AI chatbots provide 24/7 support and advice on study programs, tuition fees, and admission requirements, reducing the workload for the team of counselors.

However, Mr. Thuy also warned about "content fatigue" caused by AI tools generating a mass of uncreative and 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 at the Vietnam National University Ho Chi Minh City, believes that while the use of AI by students to search for information is becoming common, it is 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 rapidly developing digital media environment means that schools face more risks. In particular, sensitive times such as announcing admission plans, adjusting enrollment quotas, changing admission methods, or announcing admission cutoff scores can all trigger media crises.

Ms. Nguyen Thi Bich Ngoc presented on the topic of media crises in student recruitment.

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 elements in crisis management: speed of response, transparency, and a learner-centered approach.

"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-and-large-data-takes-the-spot-in-the-2025-admission-season-post753918.html