2025 AI Search in Higher Education Research Study
LIVE WEBINAR WITH UPCEA
© Search Influence. All rights reserved.
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Hear from experts on the multiple methods of measuring CPI and the best way to measure it for your institution.
Hear from experts on the multiple methods of measuring CPI and the best way to measure it for your institution.
With support from Search Influence, an UPCEA Platinum Partner, the UPCEA research team is establishing benchmarks for higher education cost per inquiry (CPI). This study also explores whether professional and online education units track critical metrics that can inform outcomes.
Thursday, October 23
2 PM ET | 1 PM CT
With support from Search Influence, an UPCEA Platinum Partner, the UPCEA research team is establishing benchmarks for higher education cost per inquiry (CPI). This study also explores whether professional and online education units track critical metrics that can inform outcomes.
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You’ll learn how to take the data you already have and use it in your calculation.
You’ll learn how to take the data you already have and use it in your calculation.
Benefits of Attending:
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You’ll receive a worksheet to help you process your data.
You’ll receive a worksheet to help you process your data.
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Discover how to navigate the roadblocks you might encounter to capture your CPI.
Discover how to navigate the roadblocks you might encounter to capture your CPI.
You’ll also learn about a survey in progress by UPCEA and Search Influence to establish a nationwide benchmark for a higher education CPI. We’ll share how you can contribute to this industry-wide conversation, one that will transform how higher education marketers gauge success.
If you have challenges calculating CPI for your institution, we have a roadmap to guide you. Join UPCEA’s Chief Research Officer Jim Fong, Senior Director of Research Bruce Etter, and UPCEA Platinum Partner Search Influence for a discussion on where to start and where to go.
Meet The Experts
Bruce Etter
Senior Director of
Research and Consulting
UPCEA
Paula French
Director of Sales
and Marketing
Search Influence
Will Scott
Co-Founder
and CEO
Search Influence
The 2025 AI Search in Higher Education Research Study reveals how prospective students are reshaping the search journey and what that means for higher education marketers.
Half of today’s prospects use AI tools like ChatGPT and Perplexity at least weekly, but they haven't abandoned traditional tools: 84% still rely on search engines, and 63% visit university websites when researching programs.
Even so, AI shapes what they trust: 79% of prospects read Google’s AI‑generated overviews, and 56% are more likely to trust brands cited within them.
53% of Respondents Are Not Satisfied With The Performance of Their Marketing Campaigns. How Are You Doing?
You'll Learn:
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How prospective students use AI tools, search engines, and university websites when researching programs
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Which search platforms they trust most, and how they perceive AI-driven search results
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How to create content that AI cites and structure your website for search engines
Attend Live for a Chance to Win $50
We will draw four names to receive $50!
All live attendees will be automatically entered in the giveaway.
About the $50:
Four winners will receive a $50 credit to a global reward catalog with 1,000+ of the most popular gift cards, prepaid cards, and charitable donations.
Here’s the reality: SEO is the gateway to AI search.
Without it, your programs won’t surface. Strong SEO fuels both Google and AI search, ensuring your institution is found, considered, and chosen.
The good news? Despite all the chatter around AI search, taking steps now still puts you ahead of most institutions. We’ll show you how to turn AI search into an opportunity, not a threat.
SOLD OUT: AI SEARCH STRATEGY LABS
Small-group coaching sessions
Tuesday, October 28 - EVENT FULLY BOOKED
2 PM ET | 1 PM CT
Thursday, October 30 - EVENT FULLY BOOKED
2 PM ET | 1 PM CT
Live Webinar.
Expert-Led Strategy Labs.
Learn the trends.
Then shape your strategy.
Join our webinar for a first look at the data behind these shifts, including where students search, how they use AI, and which sources they trust most.
Join our strategy lab for exclusive coaching from Search Influence’s AI SEO Experts:
CEO Will Scott and Director Paula French. Leave with actionable guidance to turn AI search trends into opportunities for your institution.
You'll Get:
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Answers tailored to your university’s challenges about AI search and SEO
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Practical tools to create credible citations and optimized content that builds trust with students and AI
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The confidence that you can improve visibility in AI-generated overviews and search results
SOLD OUT: AI Search Strategy Labs
Frequently Asked Questions
Who should attend the webinar?
The webinar is designed for higher ed marketers, enrollment leaders, and university administrators who want to understand how prospective students are searching in 2025.
This is for you if you want to get the latest data on AI search in higher education and learn how to adapt your university’s strategy to attract and engage more students in AI-driven search.
What are the Strategy Labs, and who should attend?
The AI Search Strategy Labs are interactive, small-group sessions for marketers who want hands-on guidance. This is for you if you understand the importance of AI search and are ready to make adjustments to your strategy.
Led by AI SEO expert Will Scott and Director Paula French, these labs are designed to help you apply the research findings to your strategy, get answers to your questions, and walk away with tailored, actionable next steps.
Do I need to attend both strategy lab sessions?
No. We are offering two labs to provide a small-group format that ensures each participant takes away personalized insights. You only need to register for one session.
What is the 2025 AI Search in Higher Education Research Study?
The 2025 study from UPCEA and Search Influence reveals how prospective students use and trust AI tools, search engines, and alternative platforms like YouTube and Reddit to explore programs. You’ll learn what these shifts mean for your institution and the strategic adjustments you should prioritize to ensure your programs are found, considered, and chosen.
Live Webinar. Expert-Led Strategy Labs.
Learn the trends.
Then shape your strategy.
About the Webinar
Why You Should Register