New survey data show high school students rapidly adopted generative AI for college research—use rose from 26% in spring 2025 to 46% by year‑end—affecting how students find matches, prepare applications and choose majors. About half of students say AI made their college search easier; counselors worry about accuracy, equity and overreliance on machine‑generated advice. Researchers and enrollment managers warn that AI‑assisted searches could distort application flows, increase demand for institutions that rank highly in AI outputs, and create new counseling needs for students lacking access to expert human guidance. Admissions offices are seeing AI output reframe applicant narratives and school lists. Admissions and enrollment leaders should audit digital outreach channels, update content to ensure accurate AI responses about programs and financial aid, and work with counseling networks to train high‑school advisors on interpreting AI guidance.