How Technology, AI and Career Readiness Are Reshaping Enrollment Strategy

As institutions adapt to shifting enrollment patterns, technology and career readiness are increasingly central to how colleges attract, retain and support students. From online learning infrastructure to artificial intelligence (AI), new tools are shaping both student expectations and institutional strategy. 

In part one of this conversation, Dr. Marco Krcatovich II, Senior Director of Market & Strategy Research at Cengage, explored what’s driving enrollment shifts across U.S. higher education, from demographic change to the growing divide between two-year and four-year institutions. In this second installment, the focus turns to how institutions are responding - and Marco shares how technology, AI and workforce alignment are shaping the next phase of enrollment strategy.  

How can technology help institutions respond to enrollment shifts?  

Technology is reshaping how colleges and universities manage student enrollment trends. After the pandemic, institutions invested heavily in online education to improve quality and expand access. Today, campuses are struggling to get more out of outdated Learning Management Systems (LMS) that require significant faculty and staff time to provide better structure to these online environments. Here at Cengage, this pain point drove the development of our AI Student Assistant to meet student expectations for engagement and support, especially outside of traditional class hours, and to uncover actionable insights for faculty to personalize student engagement.  

Technology also supports student retention strategies. Colleges are using analytics to flag at‑risk students early, connect them with services and build stronger campus engagement. Demand for technology that supports personalized learning is also accelerating, with Cengage’s AI in Education Report finding that AI tools designed to personalize learning and instruction are among the most desired use cases for higher education instructors. At the same time, government and campus initiatives are leveraging technology to improve college affordability, ensuring students can access financial aid and complete their degrees. All of this is about using technology to improve the educational experience, better serve student needs and increase retention and completion rates.  

What impact is AI having on higher education and enrollment trends?  

AI is reshaping higher education by improving services, reducing administrative costs and saving time. Colleges are adopting AI tools in education to deliver more personalized learning experiences and streamline student services. These innovations help institutions respond to shifting student enrollment trends and reduce costs while meeting expectations for flexibility and engagement.  

AI is also influencing academic programs. Some majors are retooling to respond to the rise of AI-driven careers, and students are increasingly concerned about being prepared for jobs that may look very different in the next decade. In fact, the Cengage 2025 Graduate Employability Report found just 51% of graduates believe they had sufficient AI skills for the jobs they applied to. Institutions must respond by equipping learners with skills for the future of work, not just today’s job market.  

Early data suggests enrollment patterns are shifting. There is growth in trade and vocational programs, while computer science enrollment shows signs of decline. Although it is not confirmed that AI is driving these changes, it makes sense that computer science education must evolve beyond coding to emphasize creativity, problem‑solving and new ways of thinking in an AI‑powered world.  

How is higher education preparing students for employment and career readiness?  

One driver of community college enrollment growth is their investment in the local economy and focus on career readiness. Students increasingly demand programs that prepare them for jobs, but faculty alone cannot meet this need. Colleges must partner with employers to align course materials with industry standards and ensure students can put their learning into practice.  

At Cengage, we hear from college presidents and provosts that education for employment is a major priority. Institutions that integrate employer partnerships, workforce development programs and career-focused curricula are positioning students for long‑term success. Campuses that ignore what happens after graduation risk falling behind those that emphasize student and alumni career outcomes.  

What will U.S. college enrollment trends look like over the next 3–5 years?  

Forecasting college enrollment trends is never simple, but several patterns are emerging. Workforce needs will continue to drive interest in trade programs, short-term credentials and career-focused degrees that open doors to employment. Students are demanding more career preparation from schools, and institutions that align courses with industry needs will be better positioned to attract and retain learners.  

Another major shift is the growth of non-traditional students - those over 18, already working, studying part-time or online. Colleges are expanding hybrid learning programs that blend online and face-to-face instruction, but students paying high tuition expect quality experiences. Institutions that deliver strong online education and maintain engagement will see enrollment growth, particularly community colleges and regional public universities that are already adapting to these changes. 

 

As Marco’s insights make clear, enrollment strategy today extends far beyond recruitment. Institutions must also prepare students for a job market where only 30% of 2025 graduates have secured full-time work in their field and nearly half feel unprepared to apply for entry-level roles, according to the Cengage 2025 Graduate Employability Report. This gap between education and employment underscores the importance of aligning curriculum, technology and employer partnerships to build the skills - including AI readiness and job-specific competencies - that today’s learners and workforce demand. Institutions that do this well will not only attract and retain students but also help them succeed in a rapidly shifting labor market.