The MBA candidate pool is larger this year and more diverse, says GMAC’s Adam Witwer — as well as older and further along in their careers
Anxiety, uncertainty, and a rapidly expanding array of program options are defining the MBA application journey in 2025, says Adam Witwer, chief product officer at the Graduate Management Admission Council.
Fresh from the organization’s global MBA and Master’s tours — which just wrapped up a North America leg — Witwer tells Poets&Quants that the current candidate pool is both larger and more diverse than last year’s, but also more unsettled about how to stand out.
“We’re talking to a ton of candidates right now, and the numbers are way up from last year,” Witwer says. “A lot of that is driven by anxiety around layoffs — especially in the tech sector, but really across the board. People are trying to figure out: What makes me a good candidate, and for which schools?”
OLDER, BUSIER & MORE PRAGMATIC
GMAC’s Adam Witwer: “Right now, people are more likely to stay in their home regions or move between Asia and Europe than to come to the U.S. That could change, but at this moment, it’s a real trend”
One of the clearest shifts in recent years, Witwer says, is that MBA candidates are trending older and further along in their careers. That has implications for the kind of programs they seek — and the challenges they face while applying.
“They’re juggling career, school, and life commitments at a much deeper level,” Witwer says. “And increasingly, they’re looking less at the credential itself and more at the specific skills they need to get to the next level. The brand still matters, but there’s a very pragmatic, direct mapping between the skills a program offers and their career goals.”
This demand has fueled the proliferation of specialized tracks and niche programs — often built around emerging fields like AI — as schools race to match offerings to a fragmented market. “If anything, schools keep adding programs,” Witwer says. “It’s rare to see them wind one down.”
THE AI PARADOX: TOOL AND SOURCE OF ANXIETY
While artificial intelligence is shaping curricula and applicant preparation alike, it’s also raising new concerns. Candidates routinely use AI to research programs or prepare for interviews, yet many fear running afoul of ethical or admissions policies — particularly around essay writing.
“You’d think AI would reduce anxiety around writing, but it’s actually increased it,” Witwer says. “People are afraid of being accused of using it or misusing it, and they don’t always understand the consequences.”
At the same time, he adds, there’s a countervailing demand for human interaction.
“Everyone uses AI, but everyone still wants a person,” Witwer says. “Coaching comes up a lot in our conversations, and that’s an area we’re bringing online now with our product lines.”
WHAT SUCCESSFUL APPLICANTS DO DIFFERENTLY
Witwer says one differentiator stands above the rest: time.
“Leave yourself enough time — that’s the single biggest factor,” he says. “If you’re rushing, you don’t give yourself a chance to understand the process, tap your network, or connect with schools directly. Even a year and a half might feel like forever in the moment, but in the scope of your life, it’s nothing.”
He points to MBA tours as a particularly effective way to ease anxiety and gather actionable information.
“Talking to schools directly will answer so many questions and help you figure out where you stand,” Witwer says.
DEBUNKING THE ‘ONE THING’ MYTH
Among the misconceptions Witwer hears most often is the belief that a single factor — like a Graduate Management Admission Test score — will make or break an application.
“Schools really do take a holistic view,” he says. “Even if you’re worried about your standardized test score, that doesn’t necessarily eliminate you from the pool. Schools are looking to nurture a broader, deeper pipeline with a longer-term view that sees beyond the present moment.”
INTERNATIONAL CANDIDATES SHIFTING AWAY FROM THE U.S.
Through GMAC’s international events, Witwer is seeing a notable shift: fewer candidates from Asia and Europe are targeting U.S. schools — an observation that comports with reports from P&Q’s other sources thus far in 2025 (See here, here, and here.)
“Right now, people are more likely to stay in their home regions or move between Asia and Europe than to come to the U.S.,” Witwer says. “That could change, but at this moment, it’s a real trend.”
GMAC works closely with schools to help candidates navigate complexities like visas and financing, he adds, often through direct connections at in-person events.
MEETING CANDIDATES WHERE THEY ARE
For candidates just starting out, Witwer’s advice — beyond starting early — is to invest in professional guidance.
“I think talking to a coach can shortcut a lot of the uncertainty,” he says. “Even a short conversation with an admissions professional can help you figure out where to begin.”
That philosophy is also driving GMAC’s work on Advancery, a platform designed to be a one-stop shop for applicant needs, from skills assessments to financial resources. “Sometimes we’ll build the solution ourselves; sometimes we’ll partner with others,” Witwer says. “The goal is to meet candidates where they are and help them move forward with confidence.”
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