A growing number of students are incorporating artificial intelligence (AI) tools into their career planning, alongside traditional resources such as university services and dedicated career platforms, according to recent research by Bright Network.

The study indicates that while approximately two-thirds of students rely on established career platforms and LinkedIn for guidance, less than half make use of their universities’ career services, and only about one-third participate in career events. In contrast, the use of AI-driven tools for career advice has risen to one-third of students surveyed.

Kirsten Barnes, chief executive of Bright Network, emphasized the importance of career guidance that combines genuine employer insight with sector-specific knowledge and a clear understanding of the current graduate job market. Barnes highlighted that students are increasingly seeking advice grounded in real-world employer experiences and market realities, rather than solely relying on generic information.

The findings suggest a shift in how students approach career development, integrating technological innovations with more traditional forms of support. While digital platforms like LinkedIn continue to dominate as primary resources, AI tools are gaining traction as supplementary aids that may offer personalized and up-to-date career advice.

Universities, meanwhile, appear to play a diminished role in some students’ career planning, with lower engagement in on-campus services and events. This trend prompts questions about how higher education institutions might adapt their offerings to better meet evolving student needs, particularly in an environment where technology and data-driven approaches increasingly influence job search strategies.

Overall, the research reflects an evolving landscape in career guidance, where blended approaches combining technology, employer insight, and institutional support are becoming the norm for upcoming graduates.