Emma is live

She is here. After months of previewing Emma with you, your AI assistant went live in every Admissions+ system on 15 June.

Emma is not a chatbot bolted onto the side of your platform. She lives in a panel inside Admissions+, right where you already work, so you never have to stop what you are doing, open a new tab, or dig through a help centre to find an answer. Ask her a question the way you would ask a colleague, in plain English, and she responds in seconds.

What makes Emma different

Most AI assistants only talk in generalities. Emma is grounded in three things at once: our full help centre, your school's own configuration, and the ability to make real changes for you when you ask. That is what turns "here is an article that might help" into "here is exactly how your school is set up, and here is the change you asked for, ready to confirm".

• Ask anything, get grounded answers. How-to questions and the classic "where do I find..." moments, answered instantly from our knowledge base and powered by an upgraded AI model hosted entirely in the EU.
• See how your school is set up. Emma reads any school-wide setting and tells you, in plain terms, exactly how it is configured right now. No more hunting through menus to check a single option.
• Make documented changes, safely. Across around 150 school settings and 188 application-form options, Emma can make the change for you - always showing exactly what will change and waiting for you to confirm first, so you stay in control.
• Help her get better. A simple thumbs up or thumbs down on every answer tells us what is landing and what still needs work.

Try her in 30 seconds

Look for the Emma panel in the bottom-right of your system. Not sure where to start? Try asking:

• "What are my current email sending settings?"
• "How do I add a new question to my application form?"
• "Where do I manage my offer letters?"

This is just the beginning

Emma launches with a strong core, and we are switching on new abilities every week through the end of term:

• Wednesday 24 June - Meetings and Interviews, plus Reporting and analytics. Ask your data questions directly and get answers without building a report by hand.
• w/c 29 June - Events, plus the Application Form AI builder. Describe the form you want in plain English and watch Emma build it.
• w/c 6 July - Communications. Emma reaches into your connected inbox, campaigns and settings, landing right alongside the new Communications Area.

Your data stays yours

We built Emma with data protection first. All AI processing happens in the EU, via AWS Bedrock and Anthropic. Your data is never used to train AI models, and it is not retained. We have updated our Privacy Policy and Data Processing Agreement to reflect exactly how Emma works.

For Data Protection Leads, our AI Data Governance Pack includes a DPIA summary plus ready-to-use ROPA and AI-register entries, so you have what you need for your own records. Any questions, email dpo@applicaa.com.

Open your Applicaa system, find the panel in the bottom-right, and say hello to Emma.