The Shift: From Google to Generative AI
How AI Has Transformed the College Search
For decades, the college search began with Google and campus tours. In 2026, it starts with a prompt. Students and parents now use ChatGPT, Gemini, or Perplexity to build school lists and compare ROI before ever reaching your website. Artificial intelligence has quietly become the front door to higher education it shapes who gets discovered, compared, and trusted first.
KEY TAKEAWAYS
➜ AI is now step one in college discovery.
➜ Structured data drives AI visibility.
➜ Human authenticity still wins trust.
According to OpenAI’s 2025 usage study, approximately 73% of ChatGPT interactions are for personal use rather than work-related tasks. That statistic underscores that families are already engaging with AI for everyday decision-making, from shopping and scheduling to exploring major life choices like college enrollment. The familiarity built through commerce and lifestyle applications will further normalize AI in education search.
How Students Use AI
Students pair AI tools with TikTok and YouTube, blending algorithmic discovery with social validation. AI acts as their scout, surfacing schools that fit their goals; social content then confirms what feels authentic and credible.
How Parents Use AI
Parents use AI as a calculator and counselor, comparing costs, predicting outcomes, and drafting questions for admissions. They’re looking for clarity, confidence, and verified financial answers.
Why Your Website Might Be Invisible to AI
The End of Web Copy
Content now needs dual readability storytelling for humans and structure for machines. If AI can’t find and cite your differentiators, you’re not part of the conversation.
From Front Door to Fast-Track
AI has redefined the first impression. Institutions embracing structured content and transparent data will reach families earlier and more credibly.
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AI isn’t new. It’s normal. Students and parents alike are increasingly using LLMs for research – for everything from homework help to their best options for higher education. If families already use AI to choose, the question is: how is your institution meeting them there? Our latest whitepaper outlines how to publish AI-readable answers to the most asked questions, making your value legible to both humans and machines.
