That is what prompted the implementation of generative and autonomous AI to keep communications open around the clock.

How can a university maintain a human touch in administering to important paper work while using AI to handle thousands of student-enquiries around the clock?

In Malaysia, the University of Nottingham (UNM) program has introduced an AI-driven system to streamline how it handles enquiries and assists prospective students through the application process.

Announced on 15 December 2025, the move reflects the university’s broader digital transformation strategy aimed at improving response efficiency and engagement across its student recruitment operations.

UNM, home to more than 4,500 students representing over 70 nationalities, manages a high volume of international enquiries, often after office hours. Admissions and marketing teams had previously faced challenges in responding promptly to questions related to courses, scholarships, and accommodation.

Hence, the university sought to improve its availability and responsiveness while allowing staff to focus on more complex and interpersonal aspects of student engagement. To meet these goals, UNM deployed a set of AI-enabled tools integrated into its existing digital platforms. These components include:

  • Automated chat interactions offering real-time responses to queries about admission requirements, scholarships, and housing
  • A multilingual virtual assistant capable of handling scheduling for campus tours and counseling sessions
  • Centralized processing of prospective student data across web and social channels to help streamline application follow-up and improve service consistency

According to UNM’s Jagdish Singh Malhi, Director of Student Recruitment and Marketing, the initiative is designed to “give every prospective student guidance at any time … while letting counsellors spend more time on meaningful conversations that help students prepare for their university journey.” He added that the system complements rather than replaces human advisers.

Said Arun Kumar Parameswaran, Executive Vice President and Managing Director (South and Southeast Asia), Salesforce, the technology vendor for the university initiative: “UNM is reimagining how work gets done across admissions and student services — uniting human expertise with autonomous AI agents to deliver personalized guidance at scale and unlock a truly borderless learning experience.”