Insights

According to OHO research, 72% of recent college applicants reported using LLMs in their college search, and AI is most frequently used at the beginning of the process. That means AI gets a say in the enrollment conversation long before a prospective student ever engages with a school. In fact, a student may decide your school is not worth applying to before they ever visit your website. Let that sink in.

They did not read your program pages. They did not watch your campus tour video. They asked ChatGPT, Gemini, Claude, or another AI tool which schools were the best fit for their interests and needs. Your school either showed up well, showed up poorly, or did not show up at all. That decision happened in seconds, and you had no say in it.