AI visibility becomes crucial in college search

Growing numbers of students are using AI chatbots such as ChatGPT to guide their college search, reshaping how institutions attract applicants. Surveys show nearly half of high school students now use artificial intelligence tools during the admissions process.

Unlike traditional search engines, generative AI provides direct answers rather than website links, keeping users within conversational platforms. That shift has prompted universities to focus on ‘AI visibility’, ensuring their information is accurately surfaced by chatbots.

Institutions are refining website content through answer engine optimisation to improve how AI systems interpret their programmes and values. Clear, updated data is essential, as generative models can produce errors or outdated responses.

College leaders see both opportunity and risk in the trend. While AI can help families navigate complex choices, advisers warn that trust, accuracy and the human element remain critical in higher education decision-making.

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