College admissions used to be about predictable milestones: a strong grade point average, competitive standardized test scores and a heartfelt personal statement. But today’s applicants face a radically different landscape – one shaped by increased competition, testing policy changes, enrollment management tactics and AI experimentation. The result is a new age of where college admissions strategy is just as important as academic performance.

The college admissions landscape has become increasingly complex and competitive as the number of college applicants has grown, and they are applying to a greater number of colleges. U.S. federal National Center for Education Statistics data show that over 3.4 million high school graduates are expected in 2025, an increase of almost 900,000 from 2000. More high school graduates are going to college: there were 16 million enrolled college students in 2024 compared with 13.2 million in 2000 (although down from a peak of 18.1 million in 2010). Many students utilize the Common App, which has simplified the process of applying to multiple schools.

Colleges’ positions on standardized testing are evolving. Many colleges are returning to their pre-pandemic practice of requiring standardized test scores as a national benchmark amid grading systems that are inconsistent from one high school to the next.

Another pressure point is the early decision option, which becomes a binding commitment if the student is accepted. Colleges are leveraging early decision admissions to secure yield and maximize revenue. Lee Norwood is the founder of Annapolis College Consulting and College Sharks, a “do it yourself” college advising platform. “Tulane University accepts 64% of its class through early decision, and applicants have a 26.8 times greater chance of admission through that route,” Norwood said. The strategy is clear: capture commitment early and offer less merit aid.

Colleges are increasingly using new admissions models to fill their classes. Some institutions offer direct admission, where an offer of admission is made to qualified students before they apply based on standardized test scores or GPA. Others are extending offers of admission and placing students on waitlists for the spring semester or freshman study abroad programs. These tactics help colleges maximize institutional capacity when fall entrants fail to return in the spring.

The role of AI in admissions is also evolving. While admissions offices initially admitted to using AI solely for plagiarism detection and grammar triage, some are now open about using AI to measure applications. The University of North Carolina, for instance, states on its admissions website: “UNC uses an AI program to measure the writing style and grammar of an applicant’s essay from the common application, providing an additional data point for the admissions evaluators.” Yet it also makes clear that “every application...is evaluated comprehensively by extensively trained human application evaluators. Each applicant’s final admissions decision is made by a member of the admissions committee.”

Yet the influence of AI on student applications is real. “What I’m seeing most is students using tools like ChatGPT to help them brainstorm or structure essays, but not always understanding how to use them ethically or effectively,” Norwood said. “The result can be essays that lack depth, personal voice, or worse – essays that sound exactly like everyone else’s.”

That’s where counselors play an increasingly critical role: auditing for authenticity. “The innovation isn’t that students are using AI – it’s that we now need to teach them how to co-author with AI responsibly while still making sure their application reflects their real voice, values, and vision,” Norwood said.

So, how should students respond to this new era of admissions? First, they must embrace strategic focus over superficial polish. With colleges increasingly favoring depth over breadth, students should pursue meaningful engagement in a few key areas – academic. extracurricular and personal – that align with their values and long-term goals and demonstrate passion and commitment.

Second, students need to build an application narrative that is coherent and authentic. Admissions officers are evaluating for fit as much as they are for credentials. Every element, including essays, recommendation letters and extracurriculars, should reinforce the student’s identity and direction and be presented in an authentic, personal voice.

Third, families must start earlier. Norwood advises that waiting until senior year is a strategic mistake. She encourages students to begin mapping goals and priorities by sophomore year, including testing timelines, potential majors and college list criteria.

Ultimately, it is essential to recognize that the process is becoming increasingly data-driven. Students who align their applications with institutional priorities and avoid one-size-fits-all advice will be better positioned for success in the evolving landscape of college admissions strategy.

Full disclosure: the author is a client of Annapolis College Consulting.

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