Despite sounding like science fiction, Artificial Intelligence is already among us to carry out the most diverse functions. Always aware of changes and available technologies, Educational Marketing has already adhered to this type of resource for purposes such as qualification, conversion and even registration of leads.
What is Artificial Intelligence?y
Today, AI applications are already embedded in solutions we use daily, from voice assistants to personalized recommendations and autonomous driving. Reports from Forbes show how features like Siri, Alexa, navigation apps, and facial recognition systems have popularized the use of intelligent algorithms without the user even realizing it. These examples help contextualize AI's role in the acquisition funnel: the more data and interactions, the more the technology learns and improves the experience, approaching routines that previously depended exclusively on human assistance.
This is just one of several examples of activities and funding that this innovative tool can bring to different businesses. For all of these, the premise is the same: capturing information and learning capacity, enabling the feedback of this element, which gradually becomes more efficient and capable of understanding different commands, thus simulating some existing aspects of intelligence. human.
AI applications for marketing and sales
For example, accessing the website of an Educational Marketing company, in the lower right corner, it is possible to notice the presence of a robot. Named Duda, there is the company's Chatbot.
Without a direct appearance, with pleasant and helpful communication, the Artificial Intelligence used aims to perform the interactive and humanized service that would be done by real employees. This use is beneficial for both the company and the user.
As we saw in the previous topic, there are a variety of actions that can be performed through Chatbots. Below, see some examples!
How to register online with chatbot and AI?
Knowing that one of the pillars of Artificial Intelligence is to promote a personalized experience, marketing has taken over this premise for objectives such as attracting customers and shortening processes.
For Teaching Institutions, this possibility can be used to
capture new leads and even to carry out the enrollment process, reducing manual work and enabling the relocation of the service team in other functions that demand human work.
According to solid research, the average abandonment rate for online flows (such as checkouts and forms) is around ~70%, largely due to usability friction and unnecessary steps, a factor that also impacts enrollment and pre-enrollment in education. The Baymard Institute has compiled dozens of studies that show how long forms, mandatory registration, and broken processes increase dropout rates. By designing an enrollment flow with fewer fields and clear steps (including mobile-first), the tendency is to reduce barriers and increase conversion.
An omnichannel strategy strengthens the path to enrollment: the same assistant can operate on the website and on messaging channels like WhatsApp, reducing response times and gathering data in one place. Official IBM WatsonX Assistant documentation indicates support for multiple devices and channels, while higher education studies show performance and engagement gains when WhatsApp chatbots are used in a structured manner in an educational context.
This diversity allows data collection to be organized automatically, safely and quickly, as well as shortening processes and optimizing time. With the insertion of this element in the chosen platform, it is possible to carry out the whole procedure that goes from the collection of personal and contact information, online pre-registration to the final stage with the signing of the contract, all without human interaction and quickly.
For this purpose, one of the tools used is Watson. Understand its operation.
Image: Digital brain representing artificial intelligence applied to school enrollment
IBM WatsonX Assistant (evolution of WatsonX Assistant)
IBM WatsonX Assistant is the evolution of Watson Assistant, enabling you to create virtual assistants that understand intent, execute actions, and connect to academic systems and CRMs. With a language model-driven architecture and conversational search, it reduces training effort and delivers more accurate responses based on institutional content.
In higher education, there are documented cases of universities using WatsonX Assistant to address spikes in admissions inquiries, integrate data, and personalize responses. Examples include the University of Auckland and partner implementations in graduate programs (AtlasRTX/Purdue), demonstrating its practical application in application and enrollment processes.
That's how Watson works. Qualifying, interacting, understanding pain, needs and behaviors. For digital marketing, this is a strong strategy, especially for enrollment, from meeting qualified leads to the final process of closing enrollment.
Because pre-enrollment and enrollment processes process personal data, it's crucial to align the use of AI and chatbots with the LGPD (legal basis, transparency, security, and retention). In higher education, organizations like EDUCAUSE recommend clear AI policies, data governance, and continuous risk review (privacy, bias, and explainability). Incorporating these guidelines into chatbot design helps scale without compromising compliance and trust.
Benefits of using
With an increasingly qualified and assertive service, Watson is able to generate more positive results, standing out among the rest. Some of its objectives are:
- Agility in service;
- Simultaneity;
- Conversion of information into data;
- Building reliability.
The AI used for the chatbot also provides personal communication that is increasingly closer to a human service, far from superficial and made-up features.
It's time to live in the future!
With so many benefits, the use of Artificial Intelligence to carry out pre-registration and registration tends to be more and more a choice for Educational Institutions that intend to stand out and improve their results, providing convenience and efficiency free of the bureaucracies so well known by those who carry out the registration process.
Key takeaways on Artificial Intelligence in school enrollment: Artificial Intelligence is already transforming educational marketing, supporting everything from lead generation to final enrollment. Applied in chatbots and virtual assistants like IBM watsonx Assistant, AI enables fast, simultaneous, and human-like service, reducing online friction and boosting conversions. Its strengths lie in personalized journeys, omnichannel presence (website, WhatsApp, and more), and integration with CRMs and academic systems. By streamlining pre-enrollment and digital contracts without human intervention, AI delivers trust, efficiency, and scalability. To succeed responsibly, schools must comply with data privacy laws (LGPD), ensuring transparency, security, and governance. With these practices, educational institutions can blend innovation and convenience, while improving enrollment results.
Artificial Intelligence in School Enrollment: Key Insights You Need to Know
What is Artificial Intelligence in educational marketing?
Artificial Intelligence in educational marketing refers to the use of smart algorithms and automation to enhance student recruitment, engagement, and retention. It powers tools like chatbots, recommendation systems, and predictive analytics to deliver personalized experiences throughout the enrollment journey. By analyzing large volumes of data, AI identifies patterns in student behavior, optimizes campaigns, and improves communication efficiency. This ensures that institutions of higher education not only attract more qualified leads but also guide them smoothly toward enrollment, fostering a more humanized and data-driven experience.
How can Artificial Intelligence help with school enrollment?
AI streamlines enrollment by automating repetitive tasks and reducing friction in the registration process. Through chatbots and virtual assistants, it can handle pre-enrollments, answer FAQs, collect data, and even finalize contracts digitally. This reduces dropout rates in online forms, a common issue where nearly 70% of users abandon due to lengthy steps. With omnichannel support, AI unifies data across websites, WhatsApp, and other platforms, creating a seamless journey. Institutions benefit from faster response times, higher conversion rates, and optimized resource allocation for enrollment teams.
What are the benefits of using chatbots in student recruitment and enrollment?
Chatbots bring agility, scalability, and personalization to student enrollment. They can manage multiple interactions simultaneously, ensuring prospects receive immediate answers. Beyond answering questions, chatbots guide users through registration steps, schedule visits, and capture essential data. For institutions, this means reduced manual workload, more qualified leads, and an improved student experience. AI-powered bots also integrate with CRMs and academic systems, providing continuity across channels like websites and messaging apps. As a result, chatbots increase conversions, support retention, and strengthen brand trust in a cost-effective way.
How does IBM watsonx Assistant work in education?
IBM watsonx Assistant is an advanced AI virtual assistant designed to understand user intent, perform actions, and integrate with academic and CRM systems. In higher education, it helps institutions manage admission peaks by providing instant, personalized responses. Its language model-driven architecture reduces training time while improving accuracy. Documented case studies show universities worldwide using watsonx Assistant to streamline enrollment, centralize data, and enhance the applicant experience. By automating processes like FAQs, pre-registration, and follow-ups, it enables institutions to deliver more efficient, humanized, and scalable student services.
What precautions should schools take when using AI in enrollment?
Using AI in enrollment processes requires compliance with data protection regulations such as Brazil’s LGPD or Europe’s GDPR. Schools must ensure transparency in how data is collected, stored, and used, while also offering easy ways for students to withdraw consent. Security measures, data governance, and regular audits are crucial to maintain trust. Institutions should also address risks of bias and ensure AI-driven decisions are explainable. By combining innovation with responsible practices, schools can scale enrollment processes without compromising privacy, fairness, or ethical standards.
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