How Prospects Use AI to Research and Choose Programs in 2026
Discover the latest prospective student search data and AI search strategy.
Get hands‑on, small‑group coaching with AI search experts.
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Over half of higher ed prospects now go to an AI tool to research a program. And once they do, they don’t look far: 56% consider three programs or fewer before deciding. Programs that show up prominently in AI results are far more likely to make that list. If you’re not showing up, you’re already out of the running.
Join UPCEA and Search Influence to discover how prospective students use AI at each stage of their search, and learn what it takes to be the program they find and choose. We’ll unpack comparative findings from the How Prospects Search Studies in 2025 and 2026, and share the latest proven tactics to optimize your institution’s AI visibility.
After the webinar, bring your questions to the Search Influence Strategy Lab with AI search experts, CEO Will Scott and Director Paula French. Together, we’ll workshop actionable recommendations to help you reach and engage more prospective students.
Secure Your Spot Today. You’ll Learn:
How prospects use AI at each stage of their program search, and the opportunities for your institution at each one
What’s driving the jump in AI trust, which platforms and tools prospects trust most, and where they’re still skeptical
The tactics that land (and keep) you in a prospect’s shortlist before they ever reach your site
Meet the Experts
Frequently Asked Questions
Who should attend this webinar?
This webinar is for higher ed marketers, admissions and enrollment teams, and PCE program leaders who need a clear picture of how AI has changed prospective student search. If you’re setting strategy or budget for how your institution shows up online, the findings apply directly to your work.
What will I learn during the webinar?
You’ll see the newest findings from How Prospects Search in 2026, including where AI now fits alongside traditional search in a prospect’s research process. The session covers how daily AI search use has grown since 2025, why AI Overviews are shaping trust and driving traffic to cited institutions, and what it takes for a program to make it into a prospect’s shortlist, which the data shows is smaller than most marketers assume.
Will this webinar cover the AI Search in Higher Education research?
Yes. The webinar is built entirely around How Prospects Search in 2026, UPCEA and Search Influence’s ongoing research into how prospective students search for professional and continuing education programs. We’ll walk through the key 2026 findings and show where behavior has shifted from the 2025 study, so you’re seeing the trend line, not just a single year’s snapshot.
What is a Strategy Lab?
The Strategy Lab is a live, small-group session held the day after the webinar, where Search Influence’s Will Scott and Paula French work through the research findings with attendees in real time. Instead of a one-way presentation, you bring your institution’s specific visibility questions and leave with recommendations tailored to your programs.
Who should attend the Strategy Lab?
Anyone who attended the webinar and wants help translating the findings into action. It’s especially useful for marketers who already suspect their institution has gaps in AI visibility but need guidance on where to start.
Is this webinar relevant if we don’t have an AI strategy yet?
Yes. The data shows AI is already shaping how prospects narrow down programs, whether or not an institution has built a strategy around it. This webinar is designed to meet you where you are, walking through what prospects are actually doing today and giving you a foundation to build from, even if AI search hasn’t been part of your planning until now.
Will there be a recording available?
Yes. A recording will be shared with registered attendees after the webinar.