The way prospective students search for academic programs is undergoing a profound transformation. Everspring’s new 2025 AI Search Trends Report reveals that students are increasingly turning to AI tools like ChatGPT instead of traditional search engines. Even when using Google, AI-generated answers dominate results, pushing universities further out of view and upending the old digital marketing playbook.
AI Is Becoming the Primary Discovery Channel
According to the report, two-thirds of prospective students use AI tools as their first stop before turning to Google. Among 18-to-24-year-olds, nearly half rely on ChatGPT, far surpassing the share of users who start with traditional search engines. This shift signals that discovery now begins within AI platforms, not search engines.
The Impact on University Visibility
The introduction of AI-generated Overviews on Google’s results pages further sidelines organic and paid listings. When these AI summaries appear, click-through rates to university pages drop dramatically—by as much as 70 to 90%. This means that even top-ranked institutions lose traffic unless they appear within AI-generated responses.
Paid Search Is Becoming Costly and Less Effective
The report highlights that average cost per click (CPC) for higher education search terms has risen 45% year-over-year, while click-through rates are declining. This trend makes paid search ads less reliable and more expensive, especially as AI results increasingly capture attention.
Why This Matters for Higher Education Marketing
Beth Hollenberg, CEO of Everspring, emphasizes the urgency: “Universities that don’t adapt to these changes risk becoming invisible. Effective marketing now starts and ends with the human experience, as AI delivers tailored answers directly to prospects.” Michael Bell, CMO of Everspring, echoes this sentiment, calling the shift “an existential threat” to institutions relying solely on traditional SEO and paid search.
What Universities Can Do Next
The 2025 AI Search Trends Report provides the first detailed look at how generative AI is changing student search behavior—offering enrollment marketers critical insights to rethink digital strategy. The report encourages universities to innovate their marketing approaches by:
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Developing content that AI platforms can easily parse and present
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Investing in AI-driven marketing tools and platforms
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Emphasizing personalization and human connection alongside digital tactics
The rise of AI as the gateway for student search signals a new era in higher education marketing. Universities that recognize and respond to this shift can harness AI as a competitive advantage, while those that don’t risk fading into digital obscurity.
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