Jakarta, ThedailyID — Millions of families in China are increasingly using artificial intelligence (AI) to help their children choose universities and degree programs after taking the country’s highly competitive gaokao entrance exam.
One of them is Zhang Qi, a ride-hailing driver in Guangzhou, who relied on AI chatbots to guide his son’s college application because he could not afford a private admissions consultant.
“Before, we only knew about universities near our hometown. Now AI shows us schools and majors across the country based on my son’s exam score,” Zhang told the South China Morning Post.
His son, who grew up in Shanxi Province, now has a chance to pursue his dream of studying in Shenzhen after receiving recommendations from AI.
China’s university admissions system depends heavily on gaokao results. This year, around 12.9 million students took the exam. Once scores were released, applicants had only a few days to select their preferred universities and majors.
Because degrees from top universities carry significant prestige, many families view the choice of major as a key factor in shaping future career prospects.
As a result, AI has become a popular alternative to expensive education consultants.
According to Alibaba, more than 14 million users had tried its Qwen AI admissions assistant by the end of June.
Meanwhile, Baidu said about 15 million students used its university admissions AI during the same period. Tencent also reported that its Yuanbao chatbot answered nearly 80 million questions related to college admissions.
Research firm iiMedia Research estimates China’s university admissions consulting market reached 1.01 billion yuan in 2025. It expects the market to grow to 1.22 billion yuan by 2027.
For years, wealthier families gained an advantage by hiring private consultants or relying on professional networks. In contrast, working-class families often depended on teachers or relatives for guidance.
Despite AI’s rapid adoption, many consultants believe human expertise still has value.
Education consultant Wu Rui said AI has reduced demand for basic advisory services. However, it has also increased demand for personalized consultations that help families interpret AI-generated recommendations.
To stay competitive, Wu lowered his standard consultation fee from 5,000 yuan to 2,999 yuan this admissions season.
He said many parents still seek professional advice after receiving recommendations from AI chatbots.
Wu also noted that better results often depend on how users interact with AI. Families who provide detailed prompts and evaluate the responses carefully tend to receive more useful recommendations.
Zhang experienced that firsthand. His initial prompts produced generic suggestions.
After researching prompt-writing techniques online, he included additional details such as his family’s education budget and his son’s career goals, including whether he hoped to become a civil servant or join the military.
Even so, Zhang continued to verify AI’s recommendations with teachers and relatives before making a final decision.
“You need to understand the job market and how society works before you know what to ask AI,” he said.
