To Reach Students, College Marketers Prioritize AI Visibility

https://www.insidehighered.com/news/tech-innovation/artificial-intelligence/2026/02/13/reach-students-college-marketers-prioritize

Publish Date: 2026-02-13 03:03:00

Source Domain: www.insidehighered.com

Here are the key points from the article in an unordered list:

Parent’s Use of AI: Abby Isle turned to the AI tool, ChatGPT, to help her daughter decide which college to attend based on preferences and criteria.
AI in College Search: AI tools like ChatGPT are frequently used by students to provide customized recommendations, helping them filter through universities with better fit rates.
Students’ Engagement with AI: Students increasingly seek detailed and specific recommendations from AI, comparing institutions, managing deadlines, and optimizing their applications.
Generative Engine Optimization (GEO): Colleges emphasize the importance of optimizing information on their websites for AI tools. This includes ensuring that data is current and accurate to avoid AI errors.
Challenges with AI Visibility: Institutions face challenges in ensuring their colleges appear in AI-generated recommendations due to factors like how terms are used in their materials.
AI’s Role in College Access: College access organizations acknowledge the benefits of AI in parsing data for student insights but stress the importance of maintaining the interpersonal aspect of college advising.
Pros and Cons of AI: While AI can help students navigate large datasets, there are concerns over its reliability and the potential to replace traditional college advisors.
Future Integration: Institutions are adapting to ensure they meet students where they are by integrating AI-powered tools into their outreach and advising strategies, though parents and advisors remain critical in the decision-making process.