How one of the biggest players in Education in Brazil is using GenAI to transform student recruitment
- Marcelo Firpo
- Jun 5
- 4 min read
Updated: Jun 9
Personalization in candidate guidance Automation of course recommendations Scalability and efficiency with artificial intelligence
AI-generated summary:
One of the largest educational institutions in Brazil has implemented a virtual assistant based on generative AI to improve student recruitment and offer personalized guidance on choosing courses and teaching methods. The solution has brought significant gains in agility, efficiency, and quality of service, enabling 24-hour support, automated information collection, and intelligent lead qualification, transforming the journey of future students and consolidating the institution as a reference in educational innovation.
Overview
The client in question is one of the largest educational organizations in Brazil, with more than 400,000 students in several higher education institutions and hundreds of educational centers. This client's goal was to improve the experience of its future students through technological innovation.
With the advancement of technology and the growing need for digital career guidance, it became essential to create an automated, agile service capable of personalizing the student recruitment journey. In addition, the institution needed efficient integration between its channels and CRM tools to record and analyze each interaction.
It was in this context that BlueMetrics developed an innovative generative AI solution, capable of taking the process of guiding and recruiting new students to another level.
Market context:
Growing need for digital career guidance for future students;
Complexity in choosing between different courses and teaching modalities;
Demand for technological solutions that optimize recruitment and relationships with potential students;
Importance of integration between communication channels and CRM in the educational sector;
Need for personalization and agility in the first contact with the future student.
Problem: How to improve the journey of choosing and recruiting new students?
As a prominent player in a highly competitive market, the client faced significant challenges, such as scaling its service capacity while maintaining and even expanding the level of perceived service quality.
According to Gabriel Casara, CGO of BlueMetrics, "These are very suitable use cases for artificial intelligence. With a well-designed project, it is possible to do not only more, but also better, with fewer resources."
Main challenges:
Operational limitations:
Dependence on human teams to respond to recurring queries;
Low simultaneous response capacity, creating bottlenecks in periods of high demand;
High consumption of time and resources in initial support for potential students.
Business limitations:
Lack of an intelligent and automated guidance channel;
Difficulty in offering personalized and agile service;
Lack of integration between interactions and monitoring systems.
Technological limitations:
Lack of structured and intelligent capture of information from interested parties;
Lack of automated analysis of frequently asked questions;
Limitation on the scalability of digital services.
The solution: Generative AI for personalized guidance and efficient recruitment
Imagine that you are a student looking for information about the different courses and options available at a university network. In just a few seconds, you access a virtual assistant that speaks naturally, understands your questions, presents the best alternatives, and even collects your information to facilitate future contact. This dynamic and intelligent flow offers personalized and enlightening guidance, helping the student to make decisions safely and quickly.
The institution has therefore implemented an intelligent virtual assistant, with infrastructure 100% based on AWS and Generative AI, designed to offer assertive guidance to future students.
According to Diórgenes Eugênio, Head of Gen AI at BlueMetrics, “This project was undoubtedly the most comprehensive development we have ever done regarding virtual assistants. In addition to the conversation flow with queries in knowledge bases, we implemented other features, such as models for capturing information during conversations, models for summarizing the assistant’s conversation with the lead, and also an integration that collected all the summaries of conversations from the last 24 hours daily and automatically integrated them with Salesforce. This project went beyond just delivering an interface for the sales funnel, delivering an end-to-end integration of the relationship with leads.”
Main Components:
Virtual assistant with advanced conversational communication;
Constantly updated institutional database ;
Web scraping for automatic collection of information about courses;
Automatic student data extraction by generative AI;
Storing interactions and generating summaries for the capture team;
Native integration with Salesforce.
Technological Differentials:
100% cloud architecture on AWS;
Using Amazon Bedrock in different layers of generative AI;
Model training with exclusive knowledge of the institution;
Continuous evolution of the knowledge base;
Automation in capturing and qualifying leads.
Immediate Benefits:
24-hour service, with precise and personalized guidance;
Reduction of the operational burden on human teams;
Better experience in the decision and pre-enrollment phase;
Automatic collection of contact information;
Generation and qualification of leads in a structured way.
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Results:
The implementation of the virtual assistant brought substantial changes to the institution's recruitment process, increasing the efficiency of service and making the decision-making process more fluid and informative.
Impacts on collection:
A tool that guides potential students in choosing courses and modalities;
Reducing complexity in decision-making for entry into higher education;
Agile and structured service at key moments of the journey.
Enhanced Candidate Experience:
Continuous support, available at any time;
Clear and accurate information about courses and institutions;
Minimization of doubts and communication barriers.
Technological advancement and integration:
Intelligent lead qualification using generative AI;
Automated processing of candidate information;
Support for strategic decision-making with data on behaviors and doubts.
This initiative positions the educational institution as a reference in innovation in attracting new students, using cutting-edge technology to create a personalized journey from the first contact.
Technologies used
The solution was designed using several AWS technologies, including:
AWS Services
Bedrock
OpenSearch
S3
StepFunctions
DynamoDB
Lambda
API Gateway
Cognito
EC2
Languages, Libs, and Frameworks
Python
Conclusion:
The creation of the virtual assistant redefined the institution’s relationship with its new students from the very first contact opportunities, through a significant increase in the quality of the customer experience. “We believe in the power of technology to bring people and important choices closer together. This project materializes this in practice,” comments Gabriel Casara, CGO of BlueMetrics.
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About BlueMetrics
BlueMetrics was founded in 2016 and has already delivered more than 160 successful solutions in the areas of Data & Analytics, GenAI and Machine Learning for more than 70 companies in the United States, Brazil, Argentina, Colombia and Mexico. It has its own methodology and a multidisciplinary team focused on delivering solutions to real challenges in the business world.
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