Navigating the Gaokao Pressure
Following China’s grueling national college entrance exam, known as the gaokao, millions of students are currently navigating a critical three-week window to select their university preferences. With limited career counseling available in high schools and a highly competitive job market, students and their families are increasingly turning to generative AI chatbots to process the complex array of university and major options.
Major Chinese tech firms, including Alibaba, ByteDance, Tencent, and Baidu, have launched specialized AI advisory tools to meet this demand. Alibaba’s Qwen, for instance, reported that it had generated 23 million college program recommendation reports by July 8, 2026. These systems function as agentic AI, analyzing historical admission cutoff scores, tuition budgets, geographic preferences, and career interests to categorize potential university choices into “reach,” “safety,” and “backup” options.
The Rise of AI Consulting
The shift toward AI marks a significant change in how families handle the gaokao aftermath. Previously, families relied on expensive private coaches, social media influencers, or guidance books. The industry for human advisory services was estimated at $160 million. However, as tech companies offer these AI tools for free, they are rapidly capturing the market, aiming to integrate their chatbots into the daily lives of Chinese consumers.
The influence of these tools is profound, extending even to the replication of deceased experts. Following the death of popular college adviser Zhang Xuefeng in March 2026, developers created AI “skills” that mimic his utilitarian, career-focused advice style. Users can now download these scripts to receive blunt guidance on which majors ensure financial stability, such as computer science or education, versus those perceived as less lucrative.
Risks and Limitations
Despite the widespread adoption, experts warn of significant risks. Ye Xiaoyang, an economist and visiting professor at East China Normal University, notes that while AI excels at data processing, it cannot replace personal life direction. Furthermore, there are concerns regarding the quality of data and the potential for algorithmic bias. If AI systems provide identical recommendations to thousands of students with similar scores, it could lead to overcrowding in specific programs, causing students to miss out on admission entirely.
Moreover, rural students often face an additional barrier: a lack of technical literacy required to write effective prompts, which can lead to suboptimal search results. While tools like Alibaba’s Qwen have recruited hundreds of human specialists to refine their AI’s reasoning, and Baidu has pledged to have human experts review recommendations, many students, like 18-year-old Guo Xinyan, continue to cross-reference AI output with official guidebooks and peer testimonials on social platforms to ensure accuracy.