About the Episode
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About the Episode:
OHO Report: The Influence of AI Chatbots in the College Search Process
Mallory Willsea welcomes Jason Smith, founder of OHO, to discuss a game-changing shift in college discovery: the rise of AI as the starting point. With nearly a third of students now using generative AI like ChatGPT and Gemini to explore college options, and over half saying the results beat Google, this episode explores what it means for colleges to remain discoverable—and trustworthy—in the age of AI-first search.
Key Takeaways
- AI is the new college search engine: One in three students is using generative AI to begin their college search—and many find the answers better than what they get from Google.
- Your website is still the source, not the destination: Students may never visit your homepage, but the information they receive from AI models still originates from your digital content.
- AI search extends the zero-click trend: Generative AI responses often provide complete answers without driving traffic to your site—so clarity and content structure matter more than ever.
- Write for humans and machines: Clear headers, scannable layouts, and aligned terminology help ensure your content is usable for people and accessible for AI.
- Don't let old content sink you: Inaccurate or outdated information can surface in AI responses. Content governance and regular audits are essential.
- Simulate the student journey: Run common queries in ChatGPT to see how your institution shows up—and use those insights to drive strategic content updates.
Episode Summary
How are students using AI to search for colleges?
According to Jason Smith’s latest research at OHO, nearly one-third of students are turning to AI tools like ChatGPT or Gemini to guide their college search—and over half of them prefer the responses to those from traditional search engines. That’s not just a data point—it’s a directional shift. Students are no longer typing short keywords into Google; they’re asking full questions and expecting clear, direct, and personalized answers from AI. If your institution isn’t represented—or worse, misrepresented—in those results, you may never get a click at all.
Why does this shift matter for enrollment marketers?
This behavior builds on an existing trend: zero-click search. For years, SEO experts have warned that more users get what they need from Google without ever visiting a website. Now, AI search has taken that a step further. Instead of pulling snippets, large language models generate full responses based on your web content. That makes your website a source, not a destination. And it raises the stakes—because if your data is outdated, inconsistent, or buried under vague language, AI tools may pull the wrong information or skip you entirely.
How should colleges adapt their digital strategy for AI search?
Jason’s advice is clear: streamline your content, eliminate internal silos, and stop treating your website like a digital viewbook. Today’s students want task-oriented, direct information—think “function over flair.” Use consistent language, declutter your pages, and prioritize structure. That means meaningful H2 and H3 headers, question-based formatting, and updated program details. Whether it's Google’s AI Overviews or ChatGPT queries, well-structured content is the new currency of visibility.
Is there a conflict between writing for AI and writing for people?
Not necessarily. Jason argues that many of the best practices for optimizing content for AI also make for a better human experience. Readability, clarity, and directness benefit everyone. Still, there’s a fine line—institutions need to avoid robotic content while ensuring their pages are scannable, up-to-date, and helpful. FAQ sections, once considered passé, may be back in fashion as a way to mirror how students actually phrase their questions. As Jason points out, AI is just surfacing content that was already there—so make sure yours is ready.
What can marketers do right now to improve AI discoverability?
Jason recommends running your institution through ChatGPT just like a student would. Ask about programs, compare schools, and test personalized prompts. The results can be both eye-opening and actionable. Then, focus on digital hygiene—clean up outdated blog posts, consolidate fragmented content, and create a clear pathway from question to answer. The bottom line? Content governance and AI-readiness are no longer nice-to-haves—they’re essential to competing in the new search economy.
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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