Episode 126: Who Owns AI Search?

About the Episode

Episode Summary

Mallory is joined by Andrea Gilbert and Mike Bell from Everspring to discuss their latest AI search trends report. The report finds big brand universities can be cited in AI overviews on non-branded searches as low as 1%, while smaller private schools see higher citation rates, driven by useful, specific content (e.g., career center pages) rather than brand campaigns. They discuss how reduced AI visibility affects enrollment and revenue, budget allocation challenges, and why AI rewards context, substantiation, and diverse formats..

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

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People in this episode

Host

Mallory Willsea

Mallory Willsea is a strategist and consultant working at the intersection of higher education.

Interviewee

Andrea Gilbert

Andrea is a seasoned higher education executive with over 20 years of experience.

Michael Bell

Mike has over 15 years of experience delivering strategic marketing, brand management and digital acquisition.

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