CONFIDENTIAL CLIENT
How one of Brazil's largest education players is using GenAI to transform student enrollment
Scaling student enrollment and qualification with 24/7 guidance
Personalized guidance for applicantsAutomatedcourse recommendationsScale and efficiency with artificial intelligence
One of the largest education organizations in Brazil rolled out a virtual assistant built on generative AI to improve student enrollment and give applicants personalized guidance as they choose courses and study formats. The solution delivered clear gains in speed, efficiency, and service quality, enabling 24/7 support, automated information capture, and smart lead qualification. It reshaped the prospective student’s journey and cemented the institution’s reputation for innovation in education.
Overview
The client is one of the largest education organizations in Brazil, with more than 400,000 students across several higher education institutions and hundreds of learning centers. Their goal was to improve the experience of prospective students through technology.
As technology advanced and the demand for digital career guidance grew, the institution needed automated, fast service that could personalize each step of the enrollment journey. It also needed clean integration between its channels and CRM tools so that every interaction could be recorded and analyzed.
That is the context in which BlueMetrics built an innovative generative AI solution that took the process of guiding and enrolling new students to another level.
**Market context:
- Growing demand for digital career guidance among prospective students;
- Complexity in choosing between different courses and study formats;
- Demand for technology that improves enrollment and relationships with prospective students;
- The importance of integrating communication channels and CRM in the education sector;
- The need for personalization and speed in the first contact with a prospective student.
The problem: how to improve the journey of choosing and enrolling new students?
As a standout player in a highly competitive market, the client faced significant challenges, chief among them scaling its service capacity while maintaining, and even raising, the perceived quality of that service.
“These are ideal use cases for artificial intelligence. With a well-designed project, you can do not just more but also better, with fewer resources.”
Key challenges:
- **Operational limitations:
- **Business limitations:
- **Technology limitations:
The solution: generative AI for personalized guidance and efficient enrollment
Picture yourself as a student looking for information about the different courses and options available across a network of universities. In seconds, you reach a virtual assistant that talks naturally, understands your questions, presents the best options, and even captures your details to make future contact easier. This dynamic, intelligent flow gives personalized, clear guidance that helps the student make confident decisions quickly.
The institution therefore rolled out a smart virtual assistant, running on infrastructure that is 100% AWS and generative AI, designed to give prospective students accurate guidance.
According to Diórgenes Eugênio, Head of GenAI at BlueMetrics, “This was easily the most complete virtual assistant project we have ever built. On top of the conversation flow with knowledge base lookups, we added other features, such as models to capture information during the conversation, models to summarize the assistant’s exchange with the lead, and an integration that collected every conversation summary from the last 24 hours each day and pushed it automatically into Salesforce. This project went beyond delivering a sales funnel interface. It delivered end-to-end integration of the relationship with leads.”
Key components:
- **A virtual assistant with advanced conversational communication;
- **A constantly updated institutional knowledge base;
- **Web scraping to automatically gather course information;
- Automated extraction of student databy generative AI;
- **Storage of interactions and summary generation for the enrollment team;
- Native integrationwith Salesforce.
Technology differentiators:
- **A 100% cloud architecture on AWS;
- **Use of Amazon Bedrock across different generative AI layers;
- **Model training with the institution’s proprietary knowledge;
- **Continuous evolution of the knowledge base;
- **Automation of lead capture and qualification.
Immediate benefits:
- 24/7 service, with accurate, personalized guidance;
- Lower operational loadon human teams;
- A better experienceduring the decision and pre-enrollment stage;
- Automatic captureof contact information;
- **Structured lead generation and qualification.
Results:
Rolling out the virtual assistant brought substantial changes to the institution’s enrollment process, improving service efficiency and making the decision process smoother and more informative.
Enrollment impact:
- A tool that guides prospective students in choosing courses and formats;
- Less complexity in the decision to enroll in higher education;
- Fast, structured service at key moments in the journey.
An improved experience for the applicant:
- Continuous support, available at any hour;
- Clear, accurate information about courses and institutions;
- Fewer questions and communication barriers.
Technology and integration progress:
- Smart lead qualification using generative AI;
- Automated processing of applicant information;
- Support for strategic decisions with data on behaviors and questions.
This initiative positions the education institution as a benchmark for innovation in enrolling new students, using leading technology to create a personalized journey from the very first contact.
Technologies used
The solution was designed using a range of AWS technologies, including:
**AWS services
- Bedrock
- OpenSearch
- S3
- StepFunctions
- DynamoDB
- Lambda
- API Gateway
- Cognito
- EC2
**Languages, libraries, and frameworks
- Python
Conclusion:
Building the virtual assistant redefined how the institution relates to its new students from the very first points of contact, through a significant improvement in the quality of the student experience. “We believe in the power of technology to bring people closer to important choices. This project makes that real,” comments ---