[Search Influence x UPCEA] Unpacking New Research on AI Search in Higher Education
November 4th, 2025 by
This blog post was updated by Ren Horst on November 4, 2025 following the webinar event.
50% of prospective students use AI tools at least weekly to research information online. 79% read Google’s AI Overviews, and more than half say they’re more likely to trust the institutions AI cites.
These search behaviors are no longer emerging trends. They’re the new reality for enrollment marketing.
On October 23, UPCEA and Search Influence hosted the live webinar “AI Search in Higher Education: How Prospects Search in 2025,” unveiling findings from the AI Search Research Study.
The session explored what’s shaping prospective student behavior today, plus how higher ed marketers can adapt their visibility strategies for AI-driven search.
How AI Is Changing Institutional Visibility
The new research highlights a fundamental shift in how students discover, evaluate, and ultimately choose higher education programs. Traditional search engines remain important, but AI-driven platforms are shaping decisions in ways that enrollment marketers can’t ignore.
For higher ed institutions, the implications are clear: If you’re not present in AI-powered search experiences, you may be invisible to a significant portion of your prospective students.
“AI Search in Higher Education: How Prospects Search in 2025” unpacked the study findings, explained why they matter, and showed you how to position your institution for visibility in 2026 and beyond.
Key Takeaways From the Webinar
SEO then and now
Search strategy has evolved from keyword targeting to context and credibility. AI engines understand meaning through entities, relationships, and trusted citations, not just keyword density. The webinar discussed how this shift changes on-page SEO priorities, emphasizing entity optimization, structured data, and semantically rich content to help AI engines interpret institutional expertise.
Authority and content signals
Institutional visibility depends on demonstrating trust through structure, accuracy, and reputation. AI platforms prioritize content that’s organized, verifiable, and supported by credible references. The webinar explored tactics for improving these signals, like incorporating earning links, highlighting faculty expertise, and securing third-party mentions that reinforce authority beyond your own website.
Measuring AI visibility
Understanding your reach in AI search is becoming possible through emerging analytics. Tools such as Google Analytics 4, Search Console, and Scrunch can reveal AI-driven traffic, question-based visibility, and citation frequency. The webinar covered how marketers are starting to quantify AI exposure, sharing practical ways to integrate early visibility tracking into institutional reporting.
The Opportunity Ahead
AI is fundamentally changing how students search and how institutions are seen. Yet, many schools haven’t updated their strategies to reflect how AI engines surface information.
Those who act now will gain visibility in AI and Google, positioning their programs to be found, considered, and chosen.
Turn AI into an opportunity, not a threat. Watch the full webinar replay and download the AI Search Research Study to understand what this shift means for your enrollment goals.
