Search Influence to Present on AI Search in Higher Education at AMA Symposium 2025
October 31st, 2025 by
AI-driven discovery is rewriting the rules of visibility for universities. As prospective students increasingly rely on tools like Google’s AI Overviews, ChatGPT, and Perplexity, the traditional SEO playbook is no longer enough.
The next era of visibility requires a strategy built for recognition and trust within AI ecosystems, not just rankings on search results pages.
At the 2025 AMA Symposium for the Marketing of Higher Education, Paula French, director at Search Influence, and Tara Pope, director of marketing at Tufts University College, will explain how institutions can thrive in this new environment.
Their presentation, “How to Win AI Search: Three Pillars for Success,” will be held on Tuesday, November 11, from 2:50 to 3:40 p.m. in National Harbor, Maryland.
The Evolving World of AI Search in Higher Education
Recent findings from the new UPCEA + Search Influence research study, AI Search in Higher Education: How Prospects Search in 2025, reveal that generative AI is transforming how students find and evaluate programs:
- 50% of prospective students use AI tools weekly.
- 79% read AI-generated summaries when available.
- 56% are more likely to trust a site featured in an AI Overview.
These numbers highlight a pivotal shift. Visibility in AI search is now visibility with students.
Institutions that fail to appear in AI-generated answers risk being overlooked entirely, even before a prospective student reaches a search results page.
Inside the Framework: Three Pillars of AI SEO
In their AMA Higher Ed session, French and Pope will introduce a practical framework that helps institutions strengthen their visibility and authority within AI-generated environments.
1. Entities
AI systems interpret structured data and networked entity relationships. By using schema markup, entity-rich language, and consistent identifiers, institutions can help AI better recognize programs, faculty, and departments.
2. Semantic relevance
AI favors content that mirrors how people naturally ask questions. Structuring content in concise Q&A form, using natural language headings, and speaking clearly to student intents makes it easier for AI to parse and surface your content.
3. Citations
Trust is a currency in AI. When content is cited or linked from reputable sources (media, academic directories, “best of” lists), AI is more likely to elevate it. PR and content teams should actively integrate link building and authoritative mentions into the SEO strategy.
Together, these three pillars form the foundation of a sustainable AI SEO strategy that builds visibility across traditional and generative search experiences alike.
About the Speakers
Tara Pope serves as director of marketing at Tufts University College, where she oversees marketing and communications for a diverse portfolio of programs, including Pre-College, Professional Education, and the Osher Lifelong Learning Institute. With more than 25 years in digital marketing and communications, her career spans technology, e-commerce, and higher education.
Paula French, director at Search Influence, is a digital marketing leader with 15 years of experience helping higher education institutions enhance their online visibility and enrollment outcomes. She frequently contributes insights on SEO, analytics, and strategy to national audiences and industry publications.
About the 2025 AMA Symposium for the Marketing of Higher Education
The AMA Symposium for the Marketing of Higher Education brings together higher ed marketers and communicators from across the country to exchange insights and shape the future of education marketing.
For more than 30 years, the Symposium has served as one of the field’s leading events, offering peer-reviewed sessions that inspire collaboration, innovation, and actionable learning. The 2025 Symposium will take place November 9–12, 2025, in National Harbor, Maryland, helping institutions refine their strategies, strengthen their reputations, and drive meaningful impact.
Why This Conversation Matters
As generative AI continues to influence how students research, compare, and decide on programs, institutions must adapt their content strategies accordingly. Optimizing for AI search in higher education means focusing on recognition, structure, and authority, not just visibility.
Paula French and Tara Pope’s framework offers higher ed marketers a clear path forward: one grounded in data, built on collaboration, and ready for the AI-driven future of discovery.
Learn More About the Research
Want to explore the trends shaping student search behavior in the age of AI?
The new UPCEA + Search Influence research study, AI Search in Higher Education: How Prospects Search in 2025, reveals how students use AI, search engines, and university websites to make enrollment decisions.
Download the study today to learn how your institution can adapt.
