About the Episode
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About the Episode:
In this special live episode from AMA, Mallory sits down with Jason Smith, Managing Director at OHO Interactive, to unpack a crucial — and often overlooked — aspect of AI and higher ed marketing: how generative AI tools describe your institution online. Jason introduces OHO’s new AI Visibility Scorecard and reveals some surprising findings from their early research. You’ll learn what content AI is pulling, where it’s coming from, and why now is the time to clean up your digital house.
Key Takeaways:
- Most AI-generated responses about your institution are pulled directly from your website — which means you're more in control than you think.
- Reputation-related content is more vulnerable to third-party sources like Reddit, Wikipedia, and aggregator sites.
- Content sprawl is a huge risk: outdated or contradictory info from old blog posts can still surface in AI answers.
- Benchmarking your AI visibility score against peer institutions is a game-changer for identifying both strengths and content gaps.
- SEO best practices still matter — but with a twist. AI platforms use both real-time crawls and existing LLM knowledge, meaning not all updates are instantly reflected.
- Wikipedia is often AI's next stop after your website. If you haven't reviewed your institution's Wikipedia page lately, now's the time.
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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