EAB survey shows 57% of parents use AI tools to research colleges

• EAB published a national survey on August 3, 2026 showing AI tools are reshaping college search behavior among parents.
• 57% of more than 2,500 parents used AI such as ChatGPT to evaluate colleges or compare options for their children.
• 34% said AI surfaced schools they had not previously considered, raising the strategic importance of AI-readable institutional content.
• Parents’ “value” calculus tilted toward career outcomes, led by internships and job placement at 39% and 38%.
• Career prospects and earning potential followed at 34% and 30%, signaling ROI messaging as a key competitive lever for recruiters.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. EAB Global Inc. published the original content used to generate this news brief on August 03, 2026, and is solely responsible for the information contained therein.