In a recent American Marketing Association (AMA) webinar, University of Iowa CMO Ali Yilidirim and Everspring CMO Mike Bell revealed a critical insight: as institutions polish their traditional digital presence, Gen Z has already moved to AI-first discovery. Today's prospective students aren't just searching—they're having in-depth conversations with AI about their educational futures, creating perhaps the largest strategic opportunity in enrollment marketing.
The Hidden Crisis in Student Search
The data reveals a stark reality: AI is rapidly evolving student search dynamics.
Pretty much all of Gen Z prospects are using AI... 93% of Gen Z knowledge workers, which is essentially your target audience, and 79% of millennials are using AI tools at least two times a week, and what they're using it for is actually even more interesting. Nearly 50% are using AI as their go-to information source.
This isn't just a trend—it's a fundamental disruption in how the next generation evaluates and chooses educational pathways. When nearly half of your prospect pool trusts AI over human guidance for career decisions, we're not just seeing a change in behavior—we're witnessing the emergence of an entirely new decision-making paradigm.
The Real Cost of Inaction: From Invisible to Indispensable
When prospective students engage in deep, strategic conversations with AI about their educational futures, are you part of that narrative? For many institutions, the answer is no. Your expertise, your unique value proposition, your student success stories—all invisible to the most trusted advisor of your target audience.
But here's where visionary institutions like University of Iowa see opportunity: while competitors perfect yesterday's SEO strategies, there is an opportunity to architect entirely new discovery frameworks that align with how the next generation actually makes decisions.
A Path Forward: Reimagining Discovery
The solution isn't adding AI to your existing strategy—it's reimagining how you show up in the moments that matter.
"Content performance has two types of currency - the human side and the technical side. In this AI-driven world, we're seeing a convergence of sameness because everyone is using the same knowledge base. This makes the case for breaking through the clutter by focusing on originality and authority," shares Ali Yildirim, CMO at the University of Iowa. "It all starts with one big empathy exercise."
Here's what transformative institutions are doing differently:
- Orchestrating Human Moments at Scale Leaders aren't just publishing content—they're architecting conversations. By transforming static program information into dynamic dialogues, they're creating authentic touchpoints that mirror how students naturally explore their futures.
- Building Intelligence Into Infrastructure Forward-thinking schools are developing "smart foundations"—technical frameworks that make their expertise naturally discoverable to both AI platforms and human aspirations. Their value propositions are encoded into every layer of their digital presence.
- Crafting Signature Stories The breakthrough institutions understand that differentiation isn't about features—it's about narrative power. They're weaving unique value propositions into compelling stories that resonate across every channel, creating consistent threads of authenticity in every student interaction.
The difference makers aren't just adapting to AI—they're using it as a catalyst to fundamentally reimagine student connection. They're building discovery ecosystems where technical excellence and human authenticity work in perfect harmony.
The Time is Now
While most institutions are still debating their AI strategy, pioneers are already capturing mindshare in this new landscape. The question isn't whether to adapt, but how quickly you can transform your approach to meet students where they actually are—in AI-driven conversations that shape their educational futures.