The Enrollment Reality of 2026

Enrollment marketers are navigating a very different landscape than they were just a few years ago.

Student expectations are changing. Competition is increasing. And AI is transforming how prospective students research colleges, universities, and workforce education opportunities.

These shifts aren’t coming. They’re already here.

3 Numbers Every Enrollment Marketer Should Know

The latest data paints a clear picture of how discovery is changing:

• 50% of prospective students now use AI tools at least once a week during their program research.
• More than half say they are more likely to trust an institution that appears in an AI-generated response.
• 78% of education-related Google searches now surface AI-generated summaries before a student reaches a single website.

These aren’t just technology trends. They reflect a fundamental change in student behavior.

Prospective students are asking AI questions, comparing programs, and forming opinions before they ever visit an institution’s website.

The Shift Is Already Here

For years, enrollment marketers focused on getting students to their website.

Today, the first impression often happens somewhere else.

AI tools are becoming guides, helping students compare programs, explore career paths, and narrow their options. That means institutions are no longer competing only for clicks. They’re competing to become part of the answers students receive.

The institutions that adapt won’t just improve their visibility. They’ll be better positioned to connect with prospective students earlier in the enrollment journey.

AI is changing how students discover higher education opportunities, and the pace of change is only accelerating.

Download AI for Higher Education: A Marketer’s Guide to Visibility, Discovery, and Enrollment in an AI-Mediated World to explore the research behind these trends and learn how your institution can prepare for the future of enrollment marketing.