In the rapidly evolving world of digital technology, the intersection of artificial intelligence (AI), education, and military recruitment is creating a landscape filled with both opportunity and controversy. Recent reports from the United States and Russia highlight how students and marketers alike are leveraging AI tools in ways that are reshaping traditional practices, sometimes raising ethical questions and sparking debate.
According to a Harvard Business School survey released on September 3, 2025, ChatGPT has become the leading tool for American students seeking academic support. The study found that every third student in the U.S. actively uses ChatGPT to complete homework assignments. This trend is not simply about convenience; it reflects a broader shift in how young people approach learning and information gathering in the digital era.
The numbers from the Harvard survey are striking. A full 53% of respondents said they use ChatGPT for homework help, making it the most common application. Nearly as many—51%—reported using it for language learning. The tool is also popular for brainstorming and generating ideas, with 16% of students turning to AI for inspiration. Interestingly, only 15% said they use ChatGPT to write program code, suggesting that while AI is a versatile resource, its adoption varies depending on the task and the user’s needs.
These statistics, reported by 24KZ, paint a picture of a generation that is both selective and strategic in its use of artificial intelligence. Some students see AI as a way to streamline routine assignments, freeing up time for other pursuits. Others view it as a wellspring of creativity and fresh ideas. The underlying message is clear: AI is no longer a futuristic concept, but a practical tool woven into the fabric of daily academic life.
Yet, as AI becomes more deeply embedded in education, its influence is also being felt in less expected arenas—most notably, military recruitment. In Russia, the use of AI and digital marketing techniques has taken on a distinctly different character, as detailed in an in-depth report by Important Stories.
Vasiliy Zharkov, a 29-year-old owner of a search engine optimization (SEO) agency, has been at the forefront of this movement. In late August, Zharkov shared on social media the results of a year-long campaign to boost a website designed to recruit volunteers for the war in Ukraine. According to Zharkov, the site—known as "Volunteer Center"—now receives 12,500 applications each month from individuals interested in signing military contracts. Of these, he claims, 7,500 ultimately head to the front lines. If accurate, this would account for up to 25% of all new contract soldiers in Russia, given that the army reportedly recruits between 30,000 and 35,000 people monthly. However, as Important Stories notes, these figures have not been independently verified.
Zharkov’s agency began working on the Volunteer Center site in September 2024, when it languished on the lower pages of search engine results and attracted few visitors. "The commercial effect appeared when the site reached the top three positions in Yandex search results—then came leads, traffic, and applications," Zharkov explained to Important Stories. The site’s domain was only registered in May 2024, coinciding with the introduction of "referral programs" in various Russian regions. These programs offer payouts ranging from 5,000 to 100,000 rubles for each volunteer brought to a recruitment center.
The digital recruitment boom has spawned dozens of similar websites and Telegram channels, where intermediaries post military vacancies. Journalists from Important Stories, posing as potential volunteers, learned that applicants are dispatched to various regions, including Moscow, the Moscow region, and Nizhny Novgorod. In some cases, volunteers are assigned to rear services, such as the 12th Main Directorate of the Ministry of Defense, which is responsible for the security of nuclear facilities.
What makes Zharkov’s approach particularly effective is his mastery of SEO and content optimization—not just for search engines, but for AI-driven platforms as well. "If you search for 'contract service' in any region of Russia, my client’s site appears at the top," Zharkov boasted. The site features hundreds of pages with titles like "Duties of a Frontline Cook," "Career in Special Forces: Stages and Prospects," and "How to Use a MANPADS." These articles are frequently cited by AI chatbots such as Yandex’s Alice, ChatGPT, and DeepSeek when users inquire about the war or military service.
"When searching in any neural network, including Alice, ChatGPT, and DeepSeek, for anything about the special military operation—'how much do they earn,' 'what is the mortality rate'—there’s a 90% chance the suggestion will come from our site," Zharkov explained. "Everything is optimized for AI output, and a significant portion of traffic and applications comes directly from neural networks." Important Stories confirmed that for many war-related queries, AI chatbots do indeed reference the Volunteer Center’s website.
The business model is lucrative. Zharkov estimates that the cost of attracting a single applicant is no more than 16 rubles—far cheaper than traditional advertising, where a single lead can cost 10,000 to 15,000 rubles. Recruiters in the industry reportedly earn between 50,000 and 300,000 rubles per contract, depending on the region. This summer, government procurement sites even featured bids offering up to 300,000 rubles for each successful military recruit.
Despite the financial success, Zharkov’s work has not been without criticism. Some colleagues have questioned the ethics of promoting military recruitment online. Responding to such concerns, Zharkov described himself as a "co-participant in the protection of the civilian population." In his words: "There were those who said, 'Why are you doing this? You should be apolitical.' But that doesn’t mean I support the war. War is bad. I believe this project protects civilians from forced conscription. Thanks to companies like ours, no one has to serve against their will." He added, "Our ROMI [return on marketing investment] is infinity, because the Motherland doesn’t count money. In the end, this benefits everyone."
Zharkov’s perspective is not universally accepted. Some industry experts interviewed by Important Stories expressed skepticism about the scale of his reported successes, suggesting that it is nearly impossible to dominate search engine rankings using AI-generated content alone. Nevertheless, the rapid proliferation of recruitment sites and the integration of AI into their strategies is undeniable.
Back in the U.S., the story is less about controversy and more about adaptation. As students increasingly turn to AI for help with their studies, educators and policymakers are left to grapple with the implications. Is AI making students more resourceful and independent, or is it eroding essential skills and academic integrity? The answer, as with so many things in the digital age, is complicated.
What is clear is that AI is transforming how people learn, work, and even make life-altering decisions. Whether used to ace a homework assignment or to recruit soldiers for the front, artificial intelligence is no longer on the sidelines—it’s at the very center of the action.
