Summary of Key Points
The industry providing college entrance examination (CEE) application guidance services is facing challenges from AI: On one hand, many agencies use “fake experts” and AI-generated plans to mislead customers. On the other hand, AI can help reduce information asymmetry for ordinary families, making the application process more transparent. While professional advisors still have value, the legitimacy of those agencies that charge high fees based solely on AI-generated advice is in question. Parents should use AI as a tool but not rely on it to guarantee absolute certainty.
1. The Deceptive Tactics of Application Guidance Agencies: Experts Are Just Salesmen, Plans Are Generated by AI
The business tactics of some application guidance agencies exposed by CCTV are quite deceptive: So-called “senior experts” may actually be new hires, and their certifications can be photoshopped; claims of ten years of experience might be fabricated. The so-called “customized plans” that parents pay thousands for are often just results processed by free AI tools (such as Qianwen), repackaged as expert advice for sale. Experts from the Ministry of Education have warned that entrusting one’s CEE application to such agencies is irresponsible, as they fail to provide any genuine customization and merely use AI to earn a profit.
2. Nine-Tenths of Application Advisors Use AI
Surveys show that 90% of CEE application advisors in 2026 utilize AI to assist with their work. This means parents are paying for information that may have been generated by AI, not the result of thorough expert analysis. For example, AI can quickly organize data on scores, rankings, and university programs, but agencies then repackage this as “exclusive customized” advice, essentially selling a “second-hand report” created by AI at a higher price.
3. The Right Way to Use AI: To Reduce Information Asymmetry for Ordinary Families
AI itself is not the problem; it can be a valuable tool. It can simplify complex policies and university information into something understandable for everyone. By providing basic insights based on users’ input (scores, chosen subjects, preferred cities), AI can help create preliminary application plans and verify facts (such as job prospects and admission requirements). This should make the application process more equitable, as it allows ordinary families to access useful information for free or at a low cost, without being exploited by agencies.
4. The Value of Professional Advisors: Human Touch Cannot Be Replaced by AI
Professional advisors are still necessary for their ability to consider human factors that AI cannot handle, such as students’ interests and the family’s ability to afford living costs in different cities, as well as whether a major is stable or part of an emerging field with risks. These decisions require deep communication and judgment, which AI lacks.
5. Parents Should Not Rely on “Peace of Mind at a Higher Price”
Many parents pay high fees in the hope of securing a guaranteed outcome for their children’s future, but this is unrealistic. The application process is full of uncertainties. Parents should use AI as a starting point and then consult professionals with specific questions, rather than entrusting all decisions to others. After all, the future of their children depends on their own involvement.
In conclusion, AI is not an enemy; it’s a tool. In this era, students and parents should use AI to gather basic information and make informed choices. Agencies that rely on misleading tactics will eventually be surpassed by more innovative and transparent services. Only those professional advisors who truly understand the needs of their clients will remain in the industry.