Career guidance has long relied on a stable trio: parents, teachers, and guidance counselors. However, a new study conducted among 5,095 high school students in the fall of 2025 shows that a new player has now emerged in the decision-making ecosystem: artificial intelligence1. Generative tools like ChatGPT, Gemini, and Perplexity are no longer used solely for homework; they are directly involved in university research, comparing institutions, and even reflecting on career choices. Is AI becoming a new career counselor, or simply another informational assistant among many?
Widespread and rapid adoption of AI tools
The study reveals that 89% of high school students have already used an artificial intelligence tool, and that a quarter of them use it at least once a day1. This frequency of use reflects the extremely rapid normalization of these technologies in the information practices of younger generations.
Even more significantly, 39% of students report having used AI for six months or less, indicating that adoption has begun recently but is accelerating rapidly. AI is no longer seen as a one-off experiment; it has become part of daily routines.
The reported uses go beyond simple factual research. Students use AI to:
- Check their understanding
- Brainstorm ideas
- Summarize complex information
- Compare options
- Get personalized advice
The tool functions more as a “thought partner”—a cognitive partner—than as a simple encyclopedic search engine. This evolution corresponds to what several academic studies describe as a shift from information retrieval to the algorithmic co-construction of reasoning2.
AI is fundamentally transforming university research
The impact on college applications is particularly significant. 46% of high school students report having used AI in their college applications, compared to 26% just a few months earlier1. The increase is significant.
The effects are not merely declarative; they are decisive:
- 56% say that AI has made their research easier
- 34% say their interest in an institution has increased thanks to information generated by AI
- 18% removed a school from their list based on results generated by an AI tool
AI thus acts as a cognitive filter between the student and the institution. It synthesizes, prioritizes, and rephrases information drawn from multiple digital sources. This algorithmic mediation redefines the initial informational interaction with institutions.
It is important to note that this influence extends beyond the explicit use of chatbots. Search engines, recommendation platforms, and institutional websites now incorporate algorithmic personalization and automated ranking systems. AI therefore often operates behind the scenes.
Trust, skepticism, and critical thinking
While adoption is rapid, confidence remains cautious. Students express a kind of cautious curiosity.
When the study tested their ability to distinguish between human-created content and AI-generated content, 63% correctly identified a generated image, and 58% correctly identified AI-generated text1. These scores indicate an emerging but still imperfect ability.
In addition:
- 44% of students say they are unsure about the impact of AI on their future careers
- 38% believe that AI could reduce the number of jobs requiring a college degree
These findings highlight a generational ambivalence. AI is viewed both as a tool for efficiency and as a source of structural uncertainty. This tension is consistent with the OECD’s analyses of the impact of automation on career trajectories3.
AI and the Perceived Value of a Degree
One of the most significant findings concerns perceptions of the value of higher education. Thirty-nine percent of high school students say they are considering alternatives to college due to advances in AI1.
The alternatives mentioned include:
- Self-directed learning
- Entrepreneurship
- Direct entry into the workforce
- Apprenticeship
At the same time, 55% believe that the integration of AI into a school’s curriculum is at least somewhat important in their decision to apply1.
Higher education institutions therefore face a twofold challenge: demonstrating their ability to integrate AI into their curricula, while reassuring students of the enduring value of human skills, critical thinking, creativity, and complex problem-solving.
According to the World Economic Forum, these skills remain among the most resilient in the face of automation4.
Ethical and informational issues
The rise of AI in career guidance raises several issues.
First, there is the issue of the reliability of the information generated. Students sometimes point out inconsistencies between the answers provided by the AI and official university information.
Next, the issue of algorithmic dependence. If AI becomes the primary filter of information, it influences the visibility of institutions and the perception of their reputation.
Finally, there is the issue of accountability. Under the European regulation on artificial intelligence adopted in 2024, general-purpose systems must comply with transparency and risk management requirements5.
The goal is not to replace human advisors with AI, but to understand how to ensure they complement each other in a responsible way.
Toward a Redefinition of the Career Counselor’s Role?
The study highlights a profound but still incomplete transformation. AI does not replace the guidance counselor, but it changes the way information is accessed. It comes into play earlier in the decision-making process, helps shape initial assumptions, and influences comparisons.
The issue, therefore, is not merely technological. It is educational and institutional. How can we support students as they make decisions guided by algorithms? How can we ensure the quality of information in an environment where automated summarization is becoming the norm?
In a previous post on this blog, we examined the integration of AI into educational settings and the changes it is bringing about in academic professions. This study builds on that discussion by exploring how prospective students view the decision-making process itself.
Learn more
The growing role of artificial intelligence in decision-making raises broader questions about the role of humans in learning and creative processes. On a related topic, check out our article “What Role Is Left for Humans with the Arrival of AI in the Creative Sphere? Redefining Creativity and the Role of Education in the Age of Generative Artificial Intelligence,” which analyzes how the rise of generative AI is leading to a rethinking of training, educational support, and the development of human skills.
For younger people who want to better understand these technological changes, aivancity also offers the MOOC “Your Future Speaks AI: The Essential MOOC for Understanding AI If You’re Under 20.” Available online, this educational program introduces participants to the basics of artificial intelligence, its practical applications, and its implications for society.
References
1. EAB. (2026). How Students View and Use AI in College Search. How Students View and Use AI in College Search | EAB.
https://eab.com
2. Bubeck, S. et al. (2023). Sparks of Artificial General Intelligence. Microsoft Research.
https://www.microsoft.com/en-us/research
3. OECD. (2023). AI Compute and Industrial Scaling.
https://oecd.org
4. World Economic Forum. (2023). The Future of Jobs Report.
https://www.weforum.org
5. European Parliament. (2024). Artificial Intelligence Act.
https://www.europarl.europa.eu
