Selling Student Success: How Predictive Analytics Vendors Market Success in Higher Education

• In Event: AERA Research-in-Progress Roundtable Session 1
  In Invited Roundtable: Applications of Artificial Intelligence in Education: Ethics, Equity, and Learning Environments (Table 9)

Abstract

Predictive analytics (PA) tools are widely used in higher education to enhance student retention and success, yet they raise concerns about equity, transparency, and systemic bias. This study analyzes how third-party vendors market PA tools, focusing on equity claims, student portrayals, and the alignment between marketing narratives and product design. Using Yosso’s Community Cultural Wealth framework and thematic analysis of vendor materials, findings reveal that vendors often employ deficit-based narratives, framing students as “at-risk,” while commodifying equity in ways misaligned with their products. Furthermore, marketing emphasizes ROI and capitalistic language, prioritizing profitability over addressing systemic inequities. This research provides critical insights into the intersection of technology and equity, offering guidance for institutions to evaluate and adopt these tools responsibly.

Authors

• Catalina Vasquez, University of Texas at Austin

• Denisa Gandara, University of Texas at Austin