As AI is used increasingly as a search function, enrollment marketers at universities and colleges face new challenges in attracting prospective students to their programs, as potential learners search for and evaluate institutions before they even visit their websites.
According to a 2025 study by Semrush, 58.5% of regular searches in the US and 91% of searches in Google AI mode end without a click to an external website, highlighting how much users are finding answers directly within the summaries.
The AI influence on student decision-making
Tools such as ChatGPT, Gemini, Perplexity and CoPilot are changing the way professionals look for education programs and post-graduate certifications. Where students previously would research by clicking through multiple university websites, now they’re typing broad questions into AI platforms — “Which university offers the best MBA programs?” or “Where can I study if I want the best cybersecurity course?” — and they’re getting immediate recommendations, often without links to the actual institutions.
For colleges and universities that have previously relied on unique website visits and search engine traffic as a way to measure their marketing success, AI has created what marketers are calling a zero-click dilemma. Discovery and selection are now happening before a potential student even lands on an admissions page, downloads a brochure or completes an inquiry form.
Why familiarity now matters more than ever
As a result of this change, familiarity and recognition are becoming increasingly more important. As the AI platforms return summaries and recommendations, students are leaning toward institutions they’ve heard of before. This creates confidence in their decision-making, particularly when it affects a career or financial decision.
This behavior means visibility is just as important before students start searching as it is during the search process. By investing in strategies that raise brand awareness over time, rather than only focusing on the beginning of students’ active online searches, enrollment marketers can get a jump on the all-important familiarity and credibility.
The role of trusted media and content environments
How can you do this effectively? By building awareness through trusted media environments. When you take advantage of multiple, regular touchpoints — such as newsletters, thought leadership pieces, webinars, and custom content — you build engagement with your audience over time. Unlike the brief, straightforward AI search suggestions, this repeated engagement through regular media channels can build recognition and trust.
And it’s not just the traditional and nontraditional students themselves you’re reaching; parents and other education professionals will see these newsletters and other customized outreach coming from a trusted source, and your brand will remain top of mind when it comes to helping others make that decision about where to study. As the LinkedIn B2B Institute, in partnership with the Ehrenberg-Bass Institute, notes, “The job of marketing is making sure your brand is easy to mind and easy to find.” This approach is increasingly valuable as the use of AI tools continues to grow.
Strategic shift
To thrive, colleges and universities must adapt to this change in search methods. Because AI results often are based on institution reviews and other online content, colleges and universities that have taken the time to build brand reputation using trusted outlets are also the colleges and universities that Google and ChatGPT may recommend.
FutureB2B and SmartBrief have seen great success in helping universities and colleges maintain visibility through their newsletters and accredited partnerships, along with their broader audience engagement powered by their first-party data.
Want to know more? Get in touch to see how FutureB2B and SmartBrief can help you stay visible and remain top of mind.
