Parents are increasingly using AI as part of the school search process. But how should admissions and marketing teams be responding to that? Director of External Affairs at George Watson’s College, Edinburgh, Jane Wilson, discusses.
Anna is moving to a new city and is searching for an independent school for her 11-year-old daughter – a bright, musical child who currently benefits from dyslexia support and thrives in smaller, nurturing environments. Her list of criteria includes a strong music programme, learning support, small class sizes, affordable fees and a location within 30 minutes of home. And on top of that, the school culture has to ‘feel’ right so she has a list of phrases and words she looks for on websites and in prospectuses.
Even just a few years ago this could have meant hours – if not days – spent researching websites and prospectuses, poring over social feeds and calling admissions teams…