The Hispanic student population is growing at a fast pace in the United States. This population is more likely to be first-generation students than their peers and thus, require additional support. Advances in technology make it possible to leverage artificial intelligence and machine learning to support students at scale presenting an opportunity to support first-generation Hispanic students. This study analyzed the perceived helpfulness of an artificially intelligent chatbot aiding in the enrollment process at a four-year public university in the southwest United States. The study found heterogeneity among ethnicity as it relates to the perceived impact on the admissions experience and contact frequency. However, the study found evidence of a preference by first-generation students in their perception of the chatbot's positive impact on their admissions experience and contact frequency. This perception is likely the result of lower social capital, making the reminders and nudges from the chatbot be perceived more positively. This study also explored differences in Hispanic students when considering gender and found no correlation. Last, the study found no relationship between perception, ethnicity, and likelihood to enroll, an indication that the chatbot may aid in task completion but more complex support may be needed to guide the student towards enrollment. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]