When hundreds of university marketing professionals gathered for our recent AMA event "Authenticity in an AI-Driven World: How to Stand Out Without Selling Out," they brought tough questions about navigating the AI revolution. Two leading CMOs – University of Iowa's Ali Yildirim and Everspring's Michael Bell – were ready with answers that cut through the hype to deliver practical solutions.
The questions from the audience revealed the real challenges universities are facing: How do you optimize for AI without losing your voice? What makes your institution stand out in AI search results? How do you tell authentic stories that actually reach your audience in this new landscape?
Below are the most pressing questions your peers are asking, along with expert insights from our CMOs that you can put into action today:
How Can Universities Integrate Performance and TV Marketing in the AI Era?
The key is understanding that different marketing channels serve complementary purposes:
- Search (organic) is a "pull" vehicle that reaches households when they're actively seeking information
- Advertising is a "push" vehicle that creates brand visibility and awareness
- The most effective strategy combines both approaches, using search insights to inform advertising targeting
- Use search data to understand audience questions and create advertising that preemptively addresses these queries
Will Different AI Platforms (Claude, Gemini, etc.) Show the Same Search Results?
Simply put: no. Each AI platform has distinct characteristics:
- Different AI models are built on varying architectures and training approaches
- Search results may vary even for the same user on the same platform due to AI experimentation
- Best practice: Focus on fundamental SEO principles and creating high-quality, user-centered content
- Ensure technical optimization while maintaining focus on providing unique expertise and original content
How Should University Communications Offices Adapt Their Storytelling for AI?
The future of institutional storytelling requires a strategic shift:
- Content must be user-first rather than institution-first
- Stories should align with brand narrative and provide social proof for marketing claims
- Focus on authenticity and addressing specific audience pain points
- Content that isn't grounded in user needs will become increasingly difficult to discover
- Prioritize stories that directly support strategic messaging and program goals
How Can Small Regional MBA Programs Develop Their Competitive Advantage?
Success lies in strategic positioning:
- Identify how perceived disadvantages can become unique strengths
- Conduct qualitative research with current students to understand their decision drivers
- Create a value proposition at the intersection of:
- What you're good at
- What your audience cares about
- What isn't already claimed by competitors
- Use AI tools to help structure research, but prioritize real conversations with your audience
How Can Universities Gauge Their Website's AI Effectiveness?
While AI search analytics are still evolving:
- Conduct technical SEO audits to ensure proper optimization
- Monitor mentions and source citations in AI outputs
- Use private browsing sessions to test various AI search scenarios
- Balance both technical optimization and human-centered content
- Watch for emerging tools as this space develops
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Get a Free SEO Scan with AI Overview Analysis
The way students find programs is changing rapidly with AI – and traditional SEO strategies aren't sufficient anymore. Our comprehensive SEO Scan goes beyond standard metrics to evaluate your visibility in AI search results:
- Detailed analysis of how your institution appears in AI overviews and snippets
- Assessment of your competitive positioning against similar institutions in AI search contexts
- Actionable recommendations to improve your visibility across both traditional and AI search environments
We'll show you exactly how to boost your visibility as search evolves in this new AI landscape.
What Are the Top Things to Do to Feature in AI Snippets?
Focus on these key areas:
- Create content that directly answers real user questions
- Monitor your mentions in AI outputs and how often you're cited as a source
- Identify and fill content gaps based on user search intent
- Ensure comprehensive coverage of topics where you want to establish authority
- Structure content to directly address common user queries
How Can Research Institutions Promote Faculty and Research via AI?
Strategic promotion of research requires:
- Focus on areas where you have clear authority and expertise
- Create content clusters around research specialties
- Answer fundamental questions in your field of expertise
- Transform complex research into accessible content that addresses common queries
- Build comprehensive content pillars around key research areas
- Look to successful examples like Harvard and University of Rochester for inspiration
Resources for Learning More
To stay current with AI and higher education marketing:
- Download Everspring's AI Playbook
- Sign up for Enrollment Edge, our monthly newsletter with exclusive marketing toolkits and expert insights
- Explore our curated collection of effective AI prompts from the 2024 AMA Symposium:
Moving Forward Together
The AI revolution in higher education marketing isn't slowing down—it's accelerating. But with the right strategies, your institution can maintain its authentic voice while maximizing visibility in this new landscape.
What makes universities successful in AI-driven marketing isn't just technical optimization or keyword placement—it's the thoughtful integration of authentic storytelling with strategic content development that directly addresses prospective students' needs. By focusing on what makes your institution truly unique and communicating that value in ways that align with both user needs and AI understanding, you'll create a sustainable advantage that transcends algorithm updates.
We're committed to supporting your journey. Reach out to schedule your free SEO scan or to continue the conversation about how your institution can thrive in this evolving landscape.