SAT test prep industry faces sink or swim moment with AI

AI is set to revolutionize standardized test preparation, with some companies seeing opportunity while others predict the industry’s downfall.  

Students can spend anywhere from hundreds to a few thousand dollars on classes to prepare for college entry exams such as the SAT or ACT. But AI models are showing they can take on the role of a personal tutor that helps students target the areas they struggle with the most at a fraction of the cost — if students can learn to use them correctly. 

The Princeton Review offers a course designed for a “top 5% SAT score” at more than $2,000. Even a standard “SAT Essentials” course that gives 18 hours of instruction is $649.  

Another popular SAT prep company, Kaplan, charges almost $2,000 for an SAT prep course and tutoring, with other options still costing more than $600. 

While SAT prep books only run $20 to $30, they offer no feedback or tutor to help students through tough spots.  

Despite the cost, Kaplan says it has continued to see growth over the past two years and has integrated AI into its offerings.  

Kaplan began integrating AI into its system in 2024 and 2025, with the technology used to help students stuck on prep questions, offer feedback on students’ answers and give advice for career pathways and the college application process.

The company says it is confident there are aspects of its offerings that will not be replaced by AI.  

“It’s that powerful combination of technology with human expertise. And........

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