Modern admissions offices are facing a paradox. As processes become more automated, how do they hold onto authentic human connection?
Rick Clark, Executive Director of Strategic Student Access at Georgia Tech, isn’t just asking that question—he’s answering it. With over two decades of experience in admissions and a reputation as a truth-teller in higher ed, Rick is finding ways to embrace AI while championing the stories, relationships, and human moments that define the college admissions process.
Here are the top takeaways from my conversation with Rick on The VineDown. Dive in to learn how AI can help your institution move faster, tell better stories, and focus on what really matters: being human.
And check out the full episode if you want the full story:
Rick’s philosophy for admissions is simple: Be yourself. For institutions, that means being crystal clear about their unique identity and values—and just as clear about what they’re not. This clarity allows schools to focus their storytelling, attract the right students, and avoid falling into the trap of trying to be everything to everyone.
“The differentiation, the ability to tell a real story about who you are and, frankly, who you’re not... has never been more important,” Rick explained.
For smaller institutions worried about maintaining application volume, Rick encourages reframing the goal: focus on enrollment health, not just application numbers.
Ironically, Rick sees AI as the key to making admissions more human. By automating tedious tasks—like parsing transcripts or calculating GPAs—AI allows admissions counselors to focus on the personal side of their work. Instead of drowning in spreadsheets, they can spend time talking to students, answering questions, and building meaningful connections.
“Artificial intelligence and the improvement of technology implementation actually can make all of this way more human. Letting machines do what machines do better anyway, faster and more efficiently and accurately, [and] let humans do what they do better, which is interaction and relationship and connection. That’s all.” Rick said.
Rick is a vocal advocate for letting students use AI tools like ChatGPT in the application process. He believes AI can help students overcome the anxiety of a blank page, providing a jumping-off point to refine their authentic voice.
“This is why I think there’s so much value in and why we encourage students to use [ChatGPT]... It’s like throw an idea out there and let’s see what it gives you. And it’s not going to be great, but it’s going to be something,” Rick shared.
Rick is on a mission to end the outdated practice of holiday and weekend admissions deadlines. He also envisions a future where AI helps institutions release decisions earlier, giving families more time to plan and reducing stress across the board.
“Why does January 1 have to be a thing? I frankly think that’s anti-student and anti-access,” Rick said.
Rick highlighted how AI has the potential to break down traditional barriers in the college admissions process, creating more equitable opportunities for students.
By leveraging AI to reimagine application formats—such as allowing for audio or video submissions instead of solely written essays—Rick envisions a future where students can present themselves in ways that feel authentic and aligned with their strengths.
“I really don’t understand why... the Common App in particular has not figured out a way to make multiple options for students to tell their story. Right now, we [admissions officers] say this all the time: ‘We just want to hear your voice.’ Why not move to an alternative where we also allow them to upload a quick video or audio?” Rick shared.
Rick Clark’s vision for AI in admissions isn’t about losing the human touch; it’s about rediscovering it. By embracing AI to streamline processes, institutions can focus on authentic connections, better storytelling, and their mission of serving students.
Programs like ours at CollegeVine are leading the way, offering AI-powered tools that help students and schools navigate this new landscape together. As Rick’s work shows, the future of admissions doesn’t just include AI—it’s better because of it.
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