Mumbai: GIPSI, the HI + AI insights division of Tonic Worldwide, has launched EduInsight 2026, a mini-report outlining five key shifts reshaping India’s education landscape. The study explores how artificial intelligence, social media behaviour, and evolving hiring expectations are influencing students, parents, and institutions alike.
From AI-assisted learning that risks becoming superficial to the rising pressure on fresh graduates to build extensive portfolios before landing their first job, the report decodes emerging behavioural and cultural patterns in the sector.
Social Media Becomes the New Prospectus
According to the report, social media feeds are increasingly functioning as dynamic, visual brochures for education brands. With over 141,000 posts tagged #campusdiaries, student life content, alumni success stories, and campus culture are playing a central role in influencing enrollment decisions and shaping brand perception.
AI Access Outpaces AI Education
While AI adoption is surging, AI literacy is lagging. Enrollment in AI-related courses reportedly climbed to three enrollments per minute in 2025, yet institutions face a severe shortage of educators equipped to lead AI-driven curriculum transformation. Although 55% of faculty claim intermediate AI skills, only 7% feel prepared to spearhead AI-centric academic change, revealing a significant capability gap.
The Risk of “Artificial Learning”
The report highlights a growing concern that AI tools may be encouraging shortcut-driven learning. A 45.7% rise in traffic to AI “Homework Helper” platforms in late 2025 signals increasing reliance on algorithmic assistance. In parallel, 45% of teachers report a decline in original thinking among students, raising questions about long-term cognitive engagement.
Learning How to Learn Takes Centre Stage
With knowledge rapidly evolving, the ability to continuously upskill has become critical. “Study Smarter” content on YouTube drew over 22.8 million views in 2025, while searches for Continuous Professional Development exceeded 1.2 million. This indicates a shift from one-time education milestones to lifelong learning mindsets.
Portfolio Culture Replaces Traditional Fresher Profiles
The report also points to a changing employment landscape where freshers are expected to demonstrate “proof of work” even before their first job. Searches for portfolio-building platforms averaged over 573,000 per month, reflecting the growing importance of digital certifications, project showcases, and public-facing work in bridging the theory–practice gap.
Speaking on the findings of the EduInsight report, Anjali Malthankar, Global Strategy Director and Head – GIPSI, Tonic Worldwide says, “Unlike FMCG, education has always been media shy and followed a conservative route to brand building. In the age of AI and SM it’s imperative that the brands control their own narrative and listen to how prospects are behaving. The lack of activity and action can make brands vulnerable in the digital first world. The EduInsight mini-report highlights actionable insights that identifies the gaps and opportunities for the edu-learning brands.”
Unmisha Bhatt, Co-founder and Chief Strategy Officer at Tonic Worldwide, stated, “The 2026 EduInsight report captures a pivotal sea of change where social media and AI have redefined the education brand narrative. This report is built to drive real business decisions, by empowering education brands to transform evolving consumer truths into meaningful market moves. Having worked on multiple education brands and with expertise in this vertical, we realise that this is a crucial period for most education brands for admissions and hence this report will enable them to drive their communication and campaigns in the right direction.”
