Why Kellogg's New MBA Application Doesn't Surprise Me

When Kellogg released its updated MBA application this week, most applicants focused on the obvious changes: fewer written essays and more video responses. My first thought was a little different:

"Well, admissions committees have apparently spent enough time reading AI-generated essays."

To be fair, so have I.

For years, I've been telling clients that MBA admissions was moving toward a more holistic evaluation process that places greater emphasis on authenticity, communication skills, executive presence, and the ability to think on your feet (here's another blog post I wrote on authenticity in the MBA admissions process). Kellogg's new application structure is perhaps the clearest signal yet that top MBA programs are adapting to the realities of the AI era.

And honestly? It's probably time.

The AI Challenge Facing Admissions

Let's acknowledge the obvious: admissions officers know candidates are using AI. They're aware that applicants can use AI to brainstorm ideas, refine drafts, tighten language, and occasionally transform a perfectly good essay into something that sounds like it was written by a management consultant trapped inside a corporate press release (i.e. exactly what not to do).

The challenge for schools isn't determining whether applicants are using AI. The challenge is figuring out who the applicant actually is. They are looking for candidates whose essays and apps feel real and authentic.

That's why we're seeing a growing emphasis on application components that are much harder to outsource:

- Interviews

- Video essays

- Team-based assessments

- Live discussions

- Behavioral questions

- Real-time communication

In other words, admissions committees are increasingly asking applicants to demonstrate who they are when ChatGPT or Claude isn't sitting just off-camera on your screen.

Why This Makes Perfect Sense for Kellogg

Of all the top MBA programs, Kellogg may be the least surprising school to make this move. Kellogg has always placed enormous value on collaboration, teamwork, emotional intelligence, empathy, and community. It's a school that cares deeply about how you interact with other, not just what you've accomplished.

A great Kellogg applicant isn't simply impressive on paper. It's someone people genuinely want to spend two years working with. Someone who contributes. Someone who listens. Someone who elevates a team. Someone who can rely on empathy to collaborate and lead.

Those qualities don't always show up in an essay, particularly an AI-generated essay. They absolutely show up on video.

Why I've Been Preparing Clients for This Shift for Years

One thing that has always been a little different about my coaching approach is that I don't view communication skills as something you worry about after the applications are submitted. I don't view interviews as the final step. I view communication as part of the admissions process from day one.

Long before we start formal interview preparation, my clients and I are already working on:

- Storytelling

- Executive presence

- Answering questions under pressure

- Structuring responses clearly

- Communicating with confidence

- Sounding authentic instead of rehearsed

Because here's the reality:

Many applicants spend months polishing their essays and approximately seven minutes preparing to talk about themselves. That approach is a problem in this new era (Note: you still need to deliver compelling, authentic, and polished essays, but now you need to commit to the same rigorous preparation for the video/interview segments of this process).

Over the years, I've conducted hundreds of mock interviews for applicants targeting Kellogg, Harvard, Stanford, Wharton, Columbia, Booth, and other top programs. The strongest candidates are rarely the ones who memorized the most polished answers. They're the ones who can have a conversation. They're the ones who can CONFIDENTLY explain their decisions, articulate their motivations, and tell stories that sound like they actually happened to a real human being.

What Applicants Should Take Away

My advice is simple:

Stop thinking of your MBA application as a writing exercise. Think of it as a communication exercise.

Yes, your essays still matter. Yes, your resume still matters. Yes, your recommendations still matter.

But schools increasingly want to understand the person behind those materials.

- Can you communicate clearly?

- Can you think under pressure?

- Can you tell a story without sounding scripted?

- Can you explain not just what you've done, but why it matters?

Those questions are becoming more important with every admissions cycle. I believe Kellogg's new application and focus on the video responses prove it. This year, and moving forward, the candidates who will thrive won't necessarily be the ones with the most polished applications or resumes.

They'll be the ones who can AUTHENTICALLY AND CONFIDENTLY communicate who they are, what they believe, and why they matter, whether that's in writing, on video, or across the table in an interview.

Considering Kellogg or other top MBA programs?

Feel free to reach out to me at drewhoff@gmail.com or https://www.hoffadmissions.com/free-consultation to schedule a free initial consultation. I'd be happy to discuss your candidacy, school selection strategy, and admissions goals.

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Drew Hoff

Principal MBA Admissions Consultant, Hoff Admissions

• 15+ years of admissions consulting experience

• 500+ MBA applicants advised

• Specialized in storytelling, interview preparation, and applicant differentiation

• Successful admissions to M7, Top 15, and leading global MBA programs