Higher Ed Chats
November 19th, 2025
21 minutes
Why First Impressions Matter in International Higher Education
Since establishing Edified in 2017, Mark has positioned his firm, focusing exclusively on helping education providers enhance reputation, recruitment, retention, and graduate outcomes through pragmatic technology adoption.
The discussion addresses pressing questions facing recruitment professionals today: Where do most universities actually stand in their AI adoption journey? How is artificial intelligence transforming student identification, communication, and admissions processes? What does data reveal about student perceptions when they encounter AI-powered interactions? And critically, what does the inquiry response experience tell us about institutional readiness for this technological moment?
Also, Mark shares fresh findings from the 2025 Inquiry Experience Tracker Global Report, a partnership with UniQuest that mystery-shops university inquiry responses worldwide. The data reveals dramatic improvements in how institutions handle prospective student communications, surprising insights about chatbot acceptance, and notable regional performance differences.
Mark offers his perspective on the near-future evolution of admissions—from weeks-long processes to seconds-long decisions—and his honest assessment of what remains unpredictable about teaching, learning, and the broader transformation of higher education.
Who’s in the episode?
Scott Miller is the host of Keystone Higher Ed Chats and the Executive Director of Keystone's international division, bringing over 11 years of EdTech experience to conversations about global education.
After graduating from DePauw University, living and working in different cultures showed him that stepping outside your comfort zone doesn't just broaden your horizons; it reshapes them entirely. That belief in the transformative power of international experiences brought Scott to Keystone in 2010, where he's spent over a decade (and counting) helping higher education institutions reach students worldwide.
On Keystone Higher Ed Chats, Scott speaks with thought-leaders in the industry about what he's most passionate about: how education changes lives, how cultural experiences broaden perspectives at any age, and how Keystone's mission—connecting students with their ideal higher education institution—makes those life-changing moments possible.
Timestamps & Takeaways
Timestamps
01:10
Could you introduce us to Mark Pettitt as well as share your professional journey and how you ended up where you are tod
03:15
What inspired you to start Edified in 2017?
05:51
What are some of the biggest challenges your partner universities face when they come to you?
07:41
Where are most universities today when it comes to adopting AI and advanced technology in their recruitment strategies?
09:40
How is AI transforming the way universities identify and target prospective students?
10:42
Any examples on how AI is changing the experience for students from initial awareness all the way to enrollment?
11:44
Can you explain how the Enquiry Experience Tracker works and what you are actually mesuring?
14:10
Do you have any findings on how students are noticing when universities are using AI tools and how is that impacting trust and transparency?
15:43
Are there any other standout findings from this year’s EET report?
17:30
Why do you think Australian universities are scoring better in the EET report?
18:00
How do you see global higher education evolving over the next five years?
Takeaways
Elementary AI adoption across the sector. Most universities remain at early stages of artificial intelligence implementation, often overwhelmed by tool proliferation and uncertain where to begin. While universities lag in sophisticated applications, this delay may prove beneficial as technology advances rapidly enough that waiting produces inherently superior, more user-friendly tools that require less institutional learning.
Communications and admissions as primary AI domains. The most valuable AI applications in recruitment focus on transforming student communications and admissions processing. Admissions can shift from weeks-long bureaucratic procedures to second-long decisions.
AI optimization is the new SEO. With 67% of prospective students using AI search tools monthly (33% daily), universities must invest in AI optimization, ensuring institutional information appears accurately and favorably in AI-generated search results.
The Inquiry Experience Tracker methodology. Real international students lodge authentic queries through university channels (email, web forms, WeChat, WhatsApp, chatbots, phone) using questions and personas proven to correlate with successful enrollments. Evaluations measure channel accessibility, response speed, follow-up quality, emotional impact, and communication clarity.
Dramatic global improvement in enquiry responses worldwide. The global average remained at 51 for two consecutive years, jumped to 55 and 61 this year, representing a consistent 10% annual improvement with further gains anticipated.
Chatbots gained acceptance through quality improvements. Students previously detected and disliked chatbot interactions. This year, six out of ten chatbot engagements analyzed through the EET received positive student ratings—users recognized AI involvement but valued the assistance provided.
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