The Future of The College Counseling Industry

How will AI impact the college counseling business?  Will AI replace college counselors in finding the right college and in developing a compelling narrative for students?  Will students use AI instead of a counselor to complete their applications and write their college essays?  I recently sat down for an interview with Amanda Rodrigues who is the founder and CEO of Lotus Premier Education, a leading college counseling company.

Amanda describes college counseling as far more than simply guiding students through applications; it is fundamentally about understanding people. She emphasizes the importance of building meaningful relationships with students in order to grasp their personalities, values, and long-term goals. By listening carefully and offering thoughtful guidance, she helps students feel seen and supported during what is often a stressful and uncertain time.  This perspective reinforces the idea that the admissions process is not purely transactional, but instead deeply personal, where empathy and connection can shape more confident and authentic applicants.

Amanda argues that one of the most overlooked aspects of the college search process is the importance of genuine “fit,” which goes far beyond rankings or prestige. Student success and happiness depend on how well a school aligns with their personal interests, learning style, and social preferences. AI can certainly help in the research of schools and can be very helpful in narrowing down a list of schools based on relevant search criteria.

By encouraging students to think critically about campus culture, extracurricular opportunities, and academic environments, Amanda reframes the process as one of self-discovery rather than competition. She maintains that when students take the time to understand what truly excites and motivates them, they are more likely to choose schools where they can thrive both academically and personally. In this way, the admissions journey becomes not just about getting into college, but about finding a place where a student can grow into their fullest potential.  Given this holistic approach to counseling, AI is not very well suited to take the place of college counselors at this time.

The increasing use of AI generated essays often lack authenticity.  Many of these essays feel repetitive, relying on similar themes and polished but impersonal language that mirrors countless other applications, as that is how AI is writing the essay.  In contrast, essays that reflect genuine experiences, personal voice, and even vulnerability stand out more clearly. Admissions officers are looking for individuality rather than perfection. This reinforces her broader belief that the most compelling applications are those that reveal a real person behind the words.

Ranking:  8.5/10

AI can be helpful in preliminary research and in generating lists of schools that match certain criteria but the holistic approach of a college counselor would be very difficult for AI to replace at this time or in the near term.  In addition, essays written by AI stand out for the wrong reasons.  They are not authentic and are generally not written with a distinct personal voice.