Colleges Prioritize AI Visibility To Reach Applicants

Colleges and enrollment marketers are shifting strategies as Gen Z and Gen Alpha increasingly use AI chatbots such as ChatGPT, Google’s Gemini, and Perplexity to research colleges, a trend accelerating now and expected to shape recruitment within the next two to three years. Institutions are adopting structured data, FAQ pages, PR citations, and AI audits to improve discovery, raising equity concerns for smaller schools.