- June 02, 2026
- 6 min read
From cost to AI: The key concerns shaping b-school applicants' decisions
Aspiring business school students increasingly have new reasons for choosing to study
TL;DR
- Today's business school applicants are increasingly concerned about the cost of studying and are looking for a tangible return on their investment
- Growing numbers of those considering studying abroad for their business school degrees are considering locations outside of the US
- Across program types, aspiring students want to learn practical applications for how to use AI while they study their degrees
If you’ve set your sights on business school, you’ve likely already had those quiet moments where your mind fills with questions—from how you’ll fund your studies to which program you’ll choose.
You’re not alone. Many others considering going to business school have similar plans and share the same thoughts, interests, and concerns.
How do we know that? Each year we conduct in-depth research, speaking with thousands of prospective students to learn what’s on their minds. Our 2026 Prospective Students Survey draws from the perspectives of more than 4,200 individuals from 145 countries.
In this visual story, we break down some of the key takeaways from our research to help you understand what other applicants are thinking as they navigate the journey toward business school.
1. Cost is the key study concern
Amid global economic challenges and cost of living pressures, it’s no surprise that cost is the main concern for those with business school plans.
Globally, cost far outweighs other challenges preventing aspiring students from applying such as demands on time and level of work experience. In fact, this was the key challenge for almost half of our survey respondents, while nearly a quarter pinpointed lack of financial aid. Those at an earlier career stage were particularly worried about financing their studies.
Your next steps
2. Study locations are widening
Amid an uncertain and ever-changing landscape, interest in studying in the US—historically a highly popular location—is falling. International applicants are increasingly considering options across the globe, with Western Europe and East and Southeast Asia the fastest-growing alternatives.
Our survey respondents revealed they are being strategic in how they approach study destinations, looking beyond US institutions to consider a wide range of factors including mobility, post-study work opportunities, and visas.
Your next steps
3. Motivations behind studying are changing
The reasons for going to business school are shifting. Today, fewer aspiring students are focusing on acquiring a platform to pivot career paths, or aiming to achieve general career enhancement by expanding their network or adding a prestigious degree or institution to their resume.
Now, they’re looking for a tangible return on investment, prioritizing specific outcomes such as gaining skills, unlocking job opportunities, and acquiring the tools to make an impact in new roles.
Questions to ask yourself
Whether they’re targeting MBA programs or specialized master’s in accounting or marketing, aspiring students now expect to learn about AI over the course of their degrees.
But simply developing AI skills isn’t enough. Our survey reveals respondents want to supplement this with core business abilities like strategy, communication, and business analytics so they can understand the best ways to apply AI in the workplace.
Your next steps
2. Learn the concepts underpinning the technology to gain a fundamental framework for developing transferable AI skills
3. Explore how you can supplement your AI abilities with transferable skills such as communication, problem solving, and strategic thinking
Matt Kefford is Deputy Editor for GMAC.com, responsible for writing, editing, and producing multimedia content as well as driving content strategy for the website. A business education journalist for 5+ years, he regularly features as a judge on education industry awards and speaks at industry events.
Previously, Matt has written and produced content for national news organizations including The Sunday Times, i News, and Sky News, as well as a number of regional titles. Matt has a B.A. in History from the University of Leeds and an M.A. in Journalism from the University of Sheffield. He is also a gold standard accredited journalist with the National Council for the Training of Journalists.
