<![CDATA[Guidance and Counseling (GC) is an essential part of the education system that plays a role in helping students achieve optimal development. Student development is not only related to academic achievement, but also encompasses personal, social, learning, and career development. In the digital era, students face various changes and challenges due to the development of information and communication technology. Technology provides various conveniences in obtaining information and communicating, but improper use can also give rise to various problems, such as low learning concentration, excessive use of social media, cyberbullying, difficulty managing time, as well as issues in social and emotional development. Therefore, GC services need to adapt to the times through innovative, adaptive services that are tailored to students' needs. This article aims to discuss the role of Guidance and Counseling in developing students' potential in the digital era. The method used is a literature review by examining scientific journals and official sources relevant to guidance and counseling, student development, and the utilization of technology in GC services. The results of the review indicate that GC services have an important role in helping students understand themselves, develop their potential, improve learning abilities, build healthy social relationships, develop decision-making skills, and prepare for careers. The utilization of technology in GC services can also enhance service accessibility and innovation when carried out professionally while still adhering to ethical standards and confidentiality.]]>
