Many institutions face obstacles when trying to recruit military-connected learners. Unlike traditional high school graduates, these learners often don't appear through standard admissions pipelines. Some veterans or active-duty service members may not self-identify until late in the application process — or not at all — leading to missed opportunities for personalized outreach and support.

Furthermore, military spouses and dependents, while eligible for educational benefits, are often even harder to locate without a targeted approach. 

Without effective identification tools, institutions risk leaving potential students unseen and underserved.

Higher education stands at a critical juncture where two transformative forces converge: the looming enrollment cliff and the artificial intelligence (AI) revolution in marketing. While these forces might seem unrelated, their intersection creates both unprecedented challenges and opportunities for higher education institutions fighting to maintain, or even grow, enrollment numbers.

With colleges under enormous pressure to grow enrollment and distribute their aid based on full-time equivalent headcount, bots aren't just skewing the efficacy of marketing campaigns, they’re also threatening colleges’ bottom lines.