The Ethical Use of AI in Enrollment: How Higher Ed Can Balance Technology and Trust

The ethical use of AI in enrollment is quickly becoming one of the most important conversations in higher education marketing.

Artificial intelligence is transforming how colleges attract, engage, and serve students faster than most of us ever imagined.

Every week, there seems to be a new tool promising to revolutionize recruitment efforts, personalize communications, and streamline the enrollment process.

But as we rush to adopt these innovations, we need to pause and ask ourselves:

Are we using AI ethically in our enrollment practices?

That’s the challenge my friend Randy Byers, Vice President for International Affairs and Assistant Professor of Distance Learning at Dallas Baptist University (DBU), brought to our recent conversation on The Higher Ed Marketer podcast.

Randy has spent over twenty years building DBU’s global recruitment strategy and is now at the forefront of exploring how AI can enhance the human connection at the heart of higher education.

Randy reminded us that the goal is more than technological efficiency. 

For the ethical use of AI in enrollment, the goal must also be maintaining authenticity and empathy in every student interaction.

Why AI Is Not the Easy Button for Enrollment

When AI tools first hit the market, many institutions treated them like a new “easy button.”

Just plug in your content, automate your emails, and let the bots do the rest.

But Randy cautions against that mindset.

“I don’t really like the idea of complete automation. I’m much more in the augmentation camp. We need to have a human in the loop all the way.”

That distinction—augmentation versus automation—is crucial.

The ethical use of AI in enrollment depends on human oversight.

Technology can help us write faster, translate more accurately, and analyze data more effectively, but it should never replace discernment, empathy, or relational connection.

Randy made the point that higher education leaders must define clear goals before implementing any AI system.

Are we using these tools to make authentic connections or simply to move students through a funnel faster?

Ethics begins with intent.

AI Translation: Speaking the Heart Language of Students

One of the most powerful applications Randy sees for AI in enrollment is translation—particularly in international recruitment.

At Dallas Baptist University, Randy uses tools like HeyGen to produce multilingual videos that allow him to appear as though he’s speaking in the student’s native language.

It’s an incredible leap forward for accessibility and engagement.

“AI being able to automatically and quickly translate effectively from language to language for an international division is the killer app. When I can speak someone’s heart language, that’s really important.”

Imagine what that means for a student in Seoul, São Paulo, or Nairobi who’s considering your institution.

Instead of reading a generic English-language brochure, they’re greeted with a personalized message—one that feels familiar, culturally attuned, and human.

Yet even here, Randy insists that ethical transparency is vital.

When AI is used to generate or translate communications, students deserve to know.

“The biggest thing is disclosure. Anytime we produce something, we’re upfront that AI was used. There’s a real trust issue if you don’t.”

Randy’s advice?

If you’re using AI to enhance communication, acknowledge it.

Say something like, “Isn’t it amazing that I can use technology to speak to you in your own language?”

It transforms a potential ethical risk into a moment of wonder and honesty.

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Guardrails for Responsible AI Adoption

Most enrollment marketers aren’t misusing AI intentionally. But when they try to implement it without fully understanding its implications, they can unintentionally slip into unethical practices.

Randy cautioned that AI is not a traditional software program with fixed rules.

It’s a “black box” that learns from data. And if that data is biased, the outcomes will be too.

“AI will do everything possible to get to that end result. If we’ve had bias in the past, it can carry that bias forward without us ever seeing it.”

That’s why higher education must develop AI literacy, a shared understanding among marketing and enrollment professionals of what AI is (and isn’t).

Randy’s advice is to treat AI as a partner, not a replacement.

Use it for efficiency where it makes sense—such as parsing international transcripts or organizing inquiries—but always keep human eyes and hearts in the process.

Maintaining Authenticity in the Age of Automation

What does authenticity look like when you’re using AI?

According to Randy, it comes down to augmentation—AI that helps humans do their work more thoughtfully and personally.

For example, an AI system might pre-draft an email to a prospective student, pulling in personalized details like location or program interest.

But the recruiter should still review and edit that email before sending it.

That human touch ensures that the communication feels genuine rather than robotic.

“AI should be freeing you up to spend more time in relationships. If you’re not careful, you’ll become just a dashboard operator instead of a people connector.”

Automation should never outpace empathy.

AI can generate messages, but only people can generate trust.

This principle reflects a larger truth: technology should serve the mission, not redefine it.

Every message, every campaign, every recruitment effort must point back to the institution’s values and its genuine care for students.

The Ethical Framework: Purpose, Transparency, and Intentionality

So how do we ensure the ethical use of AI in enrollment?

Randy offers a simple but profound framework built on three principles.

1. Purpose: Define Why You’re Using AI

Before implementing any tool, ask: What problem are we solving, and how does this serve our mission?

If the purpose is only to save time or money, you risk losing authenticity.

If the purpose is to connect better, communicate clearly, and serve students more effectively, you’re on the right path.

2. Transparency: Disclose When AI Is Involved

Be open with your audiences.

Whether it’s a chatbot, a translated video, or an automated email, transparency strengthens credibility.

Of course, this doesn’t mean that disclosure has to be in cold, legal language. Instead, use warm, hopeful language about how the technology you’re using is helping the student get what they want—quick and meaningful answers to their questions.

Students don’t expect perfection, but they do expect honesty.

3. Intentionality: Keep Humans in the Loop

AI can do a lot, but it can’t care.

Intentional oversight ensures that communication remains human-centered.

The recruiter, marketer, or admissions counselor must always have the final say.

As Randy put it, “The moment you stop listening to people and start letting algorithms make the decisions, you’ve lost what makes education meaningful.”

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Balancing Innovation with Integrity

Our conversation also explored the larger implications of rapid AI advancement.

Randy likened today’s AI boom to the early days of social media—an innovation that began with connection and community but eventually spiraled into polarization and manipulation.

“Social media seemed benign at first. Now we’ve seen how it can divide people. AI is even more powerful, and we have no idea what the consequences might be.”

That’s why regulation, community standards, and moral leadership are all essential.

The institutions that will thrive in the AI age are the ones that marry innovation with integrity.

It’s not about resisting technology. Rather, it’s about using it wisely.

As Randy says, “We want to embrace the chaos.”

Change is inevitable, but the way we respond to it determines whether it builds trust or breaks it.

A Global Mindset for the Future

Randy’s international experience gives him a unique perspective on how global and technological shifts intersect.

For him, the future of higher education depends on preparing globally minded leaders, students who understand both human and digital cultures.

He envisions universities cultivating “servant leaders” who use technology to build peace and understanding rather than isolation or competition.

“We need people who are dedicated to not just tolerating others, but loving others, And that begins with humility.”

That humility extends to how institutions use AI.

It’s not about being the smartest in the room but surrounding yourself with the smartest tools and the right people to make wise, ethical decisions.

The Next Five Years: Agility and Accountability

When asked what will define the most globally successful institutions five years from now, Randy didn’t hesitate: agility.

“We need to embrace the chaos. There is danger in the status quo. The successful institutions will be the ones that rebuild, rethink, and stay agile.”

Agility isn’t about speed—it’s about responsiveness.

The schools that will thrive are those that can adapt quickly without compromising their ethics or their mission.

They’ll balance innovation with accountability and stay true to the students they serve.

Why This Matters for Higher Ed Marketers

As higher ed marketers and enrollment leaders, we have an incredible opportunity and a responsibility to adopt the ethical use of AI in enrollment and throughout our institutions.

We can use these tools to:

• Translate our message into every language.
• Personalize communication with authenticity.
• Free up time to focus on human relationships.
• Ensure equity and access across the globe.

But we must do it with humility, transparency, and intentionality.

The increasing use of AI tools in enrollment marketing will not replace human connection.

Instead it will amplify it through technology used ethically and wisely.

For even more insights from Randy Byers, listen to the full episode on The Higher Ed Marketer podcast.

Are You Using AI in Your Enrollment Strategy Ethically and Effectively?

Implementing the ethical use of AI in enrollment starts with understanding how your current systems perform.

Caylor Solutions’ Enrollment Assessment gives your institution a clear, data-backed picture of where your enrollment process stands today and how it can improve tomorrow.

Our team conducts a full evaluation of your admissions workflows, communication tactics, and prospective student engagement methods.

We don’t just analyze your numbers; we look at how your strategies reflect your mission, your values, and your authentic human connection with students.

You’ll receive a detailed report with specific, actionable recommendations to:

✅ Boost enrollment and conversion rates.
✅ Improve student retention and satisfaction.
✅ Integrate AI tools responsibly and transparently.
✅ Eliminate inefficiencies in your communication and admissions flow.

In a world where technology is advancing faster than ever, clarity and intentionality are your greatest advantages.

Let’s make sure your enrollment strategy isn’t just automated—it’s ethical, effective, and mission-aligned.

👉 Request Your Enrollment Assessment

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Featured image via dbu.edu
Other images via Midjourney