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Higher Education

# How Universities Are Using AI Search to Reduce Student Service Enquiries — and What the Data Shows

PA

Priya Anand

Education Sector Lead, Keyspider

February 2025

10 min read

Every university student services team knows the cycle: semester starts, enquiry volume spikes, the phone queue blows out, and staff spend the next six weeks answering the same 40 questions on repeat. 'When does enrolment close?' 'How do I defer?' 'Can I get a fee extension?' 'Where do I find my student ID?' The answers are on the website. The students cannot find them.

This is not a student literacy problem. University websites are genuinely difficult to navigate. They were not designed with a single user in mind; they evolved organically over decades, with different faculties, offices, and service units adding content independently. The result is a website where the answer to 'how do I apply for special consideration' might be on six different pages, each with slightly different information, none of them surfaced cleanly by the standard site search. Keyspider AI Search and AI Assistant close this gap for both student-facing and staff-facing channels.

AI search is changing this dynamic at universities that have deployed it thoughtfully. This article examines how — with specific reference to the student journey, the deployment architecture, and the outcomes universities are reporting.

## The Student Journey and Where Information Fails

The university student journey is a sequence of high-stakes information moments: admission, enrolment, fee payment, course selection, assessment submission, appeals, graduation. At each stage, the student needs specific, accurate, and timely information. Failure to find it creates anxiety, delays, and — in cases involving fee deadlines or appeal windows — real academic and financial harm.

### Prospective and applicant stage

Prospective students research universities using language that bears no resemblance to how universities describe their own programmes. A student interested in 'becoming a data scientist' will not necessarily search for 'Bachelor of Science (Computer Science) with a major in Data Science'. They will ask 'what degree do I need for data science' and receive search results that were optimised for the faculty's naming conventions, not the student's vocabulary.

Entry requirement information — ATAR scores, prerequisite subjects, portfolio requirements, work experience — is among the most searched content on any university website and among the most poorly organised. It is typically scattered across faculty pages, admission office pages, course catalogue entries, and FAQ documents — with inconsistencies between them that create applicant confusion and admission staff enquiries.

### Enrolment and transition

The enrolment period generates the highest enquiry volume of any point in the academic calendar. At a mid-sized Australian university, the student services team might handle 12,000 inbound contacts in a four-week enrolment window — the majority of which are answerable from information already on the website.

The specific information gaps at enrolment are highly predictable and consistent across institutions: enrolment deadlines, fee payment procedures, student ID processes, IT system access, orientation programme details, and housing allocation information. These are not obscure queries. They are the same questions asked by tens of thousands of students simultaneously — and yet they consistently generate high contact volumes because the search experience on most university websites fails to surface the answers efficiently.

### In-semester support

Once enrolled, students encounter a second layer of information complexity: academic policies. Special consideration, academic integrity, assessment resubmission, grade appeals, withdrawal without academic penalty, fee remission for health-related withdrawal — these processes are governed by policies that are typically written in formal, regulatory language and housed in the academic policies section of the website, which most students have never visited and many are unaware exists.

A student searching 'can I defer my exam if I'm in hospital' is asking a legitimate, time-sensitive question. The university's special consideration policy, written in formal policy language and titled something like 'Academic Consideration for Impairment (Policy No. 4.3.2)', almost certainly contains the answer — but a keyword search for 'defer exam hospital' will rarely find it.

> We tracked the questions that generated the most contact centre calls in semester one. Every single one of them was answerable from our website. The problem wasn't information availability. The problem was information findability.

> — Director of Student Services, Australian university

## How AI Search Changes the Equation

AI search addresses the findability problem through two complementary mechanisms: semantic retrieval and answer generation.

### Semantic retrieval bridges the vocabulary gap

When a student searches 'can I defer my exam', semantic AI search understands that this query is semantically related to 'special consideration', 'academic consideration for impairment', 'assessment deferral procedures', and related concepts — even though the student's query contains none of those terms. The relevant policy page is retrieved and ranked highly because its content is semantically close to the query, not because it shares keywords.

This matters enormously in a university context where institutional vocabulary — unit of study, WAM, academic consideration, faculty board, thesis examination — diverges sharply from how students speak. The vocabulary gap is not a student failure. It is an information architecture design problem that AI search resolves at the retrieval layer.

### Answer generation eliminates the reading workload

For many student queries, the issue is not just finding the right page — it is finding the right answer within the right page. A special consideration policy might be a twelve-page document. The answer to 'how long does special consideration take to process' might be in paragraph 7.4. A student under academic stress does not read paragraph 7.4.

AI search with answer generation surfaces the relevant paragraph as a direct, plain-language answer: 'Special consideration decisions are typically communicated within five business days of the submission of supporting documentation. For urgent assessment situations, you can flag your application as urgent at the time of submission.' That answer, with a citation linking to the full policy, eliminates the reading workload and the ambiguity.

## The AI Assistant Extension: Always-On Student Support

Beyond site search, universities are deploying conversational AI assistants — AI Assistant — on student portals and public websites to handle the high-volume, time-sensitive queries that drive contact centre load.

The critical architectural requirement for a university AI chat deployment is that the assistant is grounded in the university's own content — not trained on a general internet corpus. A general LLM will answer student questions about 'special consideration at most universities' based on common patterns in its training data, not based on your specific policy. This creates real risk: students acting on incorrect policy information for your institution, potentially missing deadlines or misunderstanding their entitlements.

A grounded AI chat assistant, configured to draw answers exclusively from the university's indexed content — the student handbook, the academic policies, the course catalogue, the FAQ library — provides accurate, institution-specific answers with citations to the relevant source document. Students get the right answer for their university, not a generalised approximation.

A note on student wellbeing

AI chat in a student-facing context requires careful configuration around sensitive topics — mental health, academic failure, crisis support. An AI assistant should never attempt to provide mental health support beyond signposting to appropriate professional services. Every deployment should include clear escalation paths to counselling, student support services, and emergency resources — and the AI should recognise and respond appropriately to distress signals in queries.

## Outcomes: What the Data Shows

Universities that have deployed AI search on student-facing channels are reporting consistent outcomes across three areas:

40%

Average reduction in tier-1 student service enquiries after AI search deployment

68%

Of students who find an answer via AI search do not escalate to contact support

4.6/5

Average student satisfaction score with AI search experiences

24/7

Coverage for out-of-hours queries — highest volume periods are evenings and weekends

### Contact centre volume

Universities with AI search on their public website and student portal consistently report 30–45% reductions in tier-1 contact centre enquiries — the category of contacts that are answerable from website content — in the first two semesters after deployment. This is not achieved by deflecting enquiries; it is achieved by giving students the answers before they have a reason to make contact.

### Out-of-hours service coverage

Student services has a structural problem: the highest enquiry demand — evenings, weekends, assessment period crunch times — coincides with the lowest staff availability. AI search and chat provides full service quality 24 hours a day. A student at midnight the night before their assignment due date who needs to understand the late submission policy gets an accurate answer immediately — without an email to a staff member who will not see it until the next morning.

### Staff redeployment

The reduction in routine enquiry handling does not mean fewer student services staff. It means the same staff spend more time on complex, high-value interactions — supporting students with appeals, navigating fee disputes, providing pastoral care for students in difficulty — where human engagement is irreplaceable. The ROI case for AI search in student services is not headcount reduction; it is service quality improvement for the interactions that require it.

## Implementation Considerations for Universities

### Multi-site indexing

Most universities operate multiple websites — the main institutional site, faculty sites, research centre sites, student portal, and alumni portal. Each is typically managed by different teams with different CMS instances. A university-wide AI search deployment needs to index all of these into a coherent, ranked experience — with the ability to weight certain content types (current enrolment information, current academic policies) above others (historical newsletters, archived research announcements).

### Content governance prerequisites

Deploying AI search on a website with significant amounts of outdated, duplicated, or conflicting content will produce unreliable results. A content audit and cleanup programme — ideally informed by a baseline analysis of current search query data — is a valuable prerequisite for AI search deployment, or at minimum, a parallel workstream.

The AI search deployment should include a mechanism for flagging content issues — pages that generate AI answers inconsistent with current policy, pages that are frequently retrieved but have low engagement, pages where the AI's confidence is low because the content is ambiguous. This feedback loop makes the content governance programme sustainable and evidence-driven rather than aspirational.

### Student accessibility requirements

Universities have legal obligations under disability discrimination legislation to provide accessible web content and interfaces. Any AI search or chat interface deployed on a university website must meet WCAG 2.1 AA standards — keyboard navigability, screen reader compatibility, appropriate focus management, and sufficient colour contrast. This should be verified through independent accessibility testing, not assumed from vendor documentation.

## The Strategic Framing: Student Experience as a Competitive Differentiator

University leadership evaluating the business case for AI search investment should situate it within the broader student experience strategy. In a competitive higher education market — where domestic enrolment patterns are shifting, international student recruitment is increasingly contested, and student retention is under pressure from cost-of-living factors — the quality of the digital student experience is a meaningful differentiator.

A prospective student who finds clear, immediate answers to their questions on your website during the research phase forms a better initial impression of your institution. A current student who resolves an academic issue quickly and accurately through a digital channel reports higher satisfaction and is less likely to attribute administrative difficulties to the institution's culture. These are soft outcomes, but they are real ones — and they accumulate into enrolment conversion rates and Net Promoter Scores that vice-chancellors and governing boards do track.

Related resources

AI Search for Higher Education — full overview How Keyspider works across admissions, student services, and staff portals.
Keyspider AI Search — product page Semantic search for your public website and student-facing portals.
Keyspider AI Assistant — product page 24/7 AI assistant grounded in your university's own content.
AI Search vs. Keyword Search Why traditional site search fails students — and what replaces it.
WCAG 2.1 and AI Search Accessibility obligations for university digital services.

Where to start

The highest-ROI starting point for most universities is deploying AI search on the student services section of the main website and configuring a AI Assistant assistant on the student portal. Both can be live in under a week with a properly scoped deployment. Baseline your current contact centre call volume by topic before deployment, and measure against it at 30, 60, and 90 days.

### Ready to see it in action?

Book a demo and we'll configure Keyspider on a live sample of your content, within 48 hours.

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