Prospective families are using ChatGPT to research your school. Do you know what it is saying? I asked ChatGPT to tell us what we need to know about how it’s being used and where it gets its information. This was its response…
Parents increasingly use ChatGPT as a shortcut to synthesize information—it condenses what they’d otherwise find on multiple sites. Common patterns include:
Quick orientation: “Tell me about [school name].” They expect an accurate, concise overview—mission, academics, tuition, size, and religious affiliation.
Comparisons: “Compare [school name] and [school name].” ChatGPT compiles contrasts in curriculum, cost, and philosophy.
Reputation check: “What do parents say about this school?” It summarizes sentiments from reviews and directories.
Philosophy clarification: “What is a classical Christian education?” Parents use AI to interpret terms schools assume are familiar.
Decision validation: “Is [school name] a good school?” They want a balanced synthesis of strengths and weaknesses before visiting in person.
Where ChatGPT Draws Its Information
For private schools in the U.S., ChatGPT’s summaries come mainly from structured, public data sources:
The school’s own website – mission, admissions, curriculum.
PrivateSchoolReview.com – tuition, enrollment, student–teacher ratios, extracurriculars.
Niche.com – verified statistics and parent/student reviews.
GreatSchools.org – especially for K–8 data and ratings.
Regional directories and real-estate platforms (e.g., Fun4RaleighKids, Homes.com, Zillow.com) for local context.
What School Leaders Should Do
Audit your public footprint. Review what appears on your website, Niche, PrivateSchoolReview, and GreatSchools for accuracy and tone.
Update essential data. Tuition, enrollment, and contact info must be consistent everywhere—ChatGPT reflects inconsistencies as confusion.
Clarify your distinctives. Write your mission and pedagogy in plain, vivid terms. Avoid clichés like “rigorous academics” that make AI summaries sound generic.
Encourage balanced reviews. A few thoughtful parent reviews can shape the AI’s overall impression.
Think in terms of AI first impressions. Many families will “meet” your school through ChatGPT before visiting your website. The clarity and credibility of your public information determine how that introduction sounds.
In short: ChatGPT mirrors your digital presence. Schools that keep their public information precise, distinctive, and authentic will make stronger first impressions with today’s AI-assisted parents.
Have you talked with parents who have researched your school with ChatGPT or other AI apps? How is your school addressing this new trend?
