Annie Supporting the Work of Guidance Counselors at HAMK

Student wellbeing and academic progress are at the heart of every higher education institution. Yet, many students struggle in silence because the threshold for asking for help is too high. Shame and uncertainty often prevent students from reaching out, even when support is just an email away.

In our recent webinar, Salla Kulmala, a Guidance Counselor from HAMK (Häme University of Applied Sciences) shared how they use Annie to help students and discussed the future of AI in counseling.

🤝 A 42% Response Rate Shows the Need for Support

HAMK began its journey with Annie Advisor’s SMS-based bot in 2024. The goal of the pilot projects was to find the best ways to reach different student groups, from first-year students to those nearing graduation.

42% of students who received a message responded to the bot. As digital platforms become increasingly cluttered, it is an excellent outcome. Over 370 students directly indicated a need for support through the service. Currently, the bot automatically reaches out to students whose studies are delayed (e.g. earning less than 15 credits in the last six months).

According to Salla, the feedback from students has been heartwarming. Many perceive the message as a sign that the institution cares: “It’s so nice that someone is asking how I’m doing.” An SMS is straightforward and feels personal, but it doesn’t require a massive effort from the student to initiate contact.

💜 The Counselor Remains at the Core of the Process

While technology handles the delivery of messages and data collection, the actual encounter remains human. When a student tells the bot they need help, the information is passed to a counselor who then continues the conversation.

“Shame is a major barrier. Students may feel like they’ve failed if their studies aren’t progressing. Annie offers a safe way to raise a hand without having to explain everything face-to-face immediately,” Salla Kulmala notes.

From a counselor’s perspective, the integration with the student registry has been a significant step. Because the process is automated, counselors don’t have to manage manual Excel lists. Instead, they can focus on helping the student.

🤖 AI as Part of Future Guidance

At HAMK, the focus is already shifting toward AI based on large language models. Salla sees significant potential for AI in three key areas:

1. Handling Routine Inquiries
Questions like “When is summer holiday?” or “Where do I find this form?” can be handled by a bot 24/7, freeing up a counselor’s time for deeper conversations with the students.

2. The Thesis Process
AI can act as a “cheerleader,” checking in on progress and offering emotional support when a student hits a writer’s block.

3. Job Searching and Self-Reflection
AI is an excellent tool for helping students articulate their skills and polish their CVs.

🧑‍💻 Can AI Replace a Counselor?

The short answer is no. While AI can be remarkably empathetic and skilled at summarizing information, it cannot see the whole picture. A counselor reads gestures, facial expressions, and what is left unsaid—things a student might not even know how to type into a message.

In the future, the role of the counselor will shift from being a bureaucrat or information provider to being more of a mentor and a source of human support.

✏️ Salla’s Tips for Counselors Considering AI Tools:

• Don’t try to master everything at once. Choose one tool and start experimenting.
• Be curious. Ask the AI silly questions, ask it to summarize texts, or create lists. You only understand its limits and benefits by trying it out.
• Leverage networks. You don’t have to reinvent the wheel. The Annie team and colleagues at other institutions are happy to share their experiences.

Interested in learning how Annie could support guidance work at your institution?

👉 Request a free demo here.