Fiona SIMPSON

Abstract: As international student decision-making continues to evolve; institutions are using AI and automation to keep pace at scale. While AI tools can drive efficiency and more personalised experiences, conversion still comes down to something more human: trust, reassurance, and a real sense of belonging. Drawing on findings from IDP’s Emerging Futures surveys, this session will explore what students think about AI and peer-to-peer interactions in the search process, and how they are actually using it as part of their decision-making journey. Additionally, the session will examine how to design recruitment journeys that combine smart automation with meaningful human interaction by using real-life examples. We’ll explore where AI genuinely improves the student experience, but also where it can risk feeling impersonal or undermine trust if overused. A key focus will be identifying the right “human intervention moments” throughout nurture cycles, so students feel supported when it matters most. The session will also unpack how roles are evolving, particularly for counsellors and peer ambassadors, and how institutions can use behavioural data and AI to personalise engagement at scale, without losing authenticity. At its core, this session focuses on building recruitment journeys that feel both smart and human. Learning objectives: - Identify where AI enhances the student experience, but where it risks undermining trust and authenticity. - Learn how to design recruitment journeys that balance intelligent automation with meaningful human interaction. - Explore how the roles of counsellors and peer ambassadors are evolving in an AI-enabled environment. - Apply practical strategies to create recruitment experiences that foster trust, reassurance, and a sense of belonging. Target audience: - Senior University and RTO Leaders - Student Recruitment and Admissions Teams - International Office and Partnerships Teams - Marketing and Communications Professionals