Students are turning to AI tools and AI-enhanced Google searches to explore colleges, pushing them to rethink how they recruit and enroll prospective students, according to EducationDynamics’ 2026 Marketing and Enrollment Management Benchmarks.
Marketing and enrollment management have reached a “point of no return,” the report says, as students now do much of their research before ever contacting a college. The report also warns the traditional enrollment base has peaked, making reliance on traditional recruitment channels “the most dangerous strategy an institution can adopt.”
AI is reshaping college search visibility
EducationDynamics estimates that 78% of education-related Google searches now return Google’s AI Overviews—AI-generated summaries that appear at the top of results—often before students click any links. In other words, colleges can lose visibility even when students are actively looking for answers.
As AI search becomes more conversational and personalized, colleges must be seen as trusted sources—not just rank highly in search. The report measures that shift with AI Density—how often an institution’s content is cited as a “source of truth” in AI Overviews for relevant searches.
“The greatest threat to enrollment growth isn’t the demographic cliff; it is cultural paralysis. We cannot build a future-ready institution with a ‘wait and see’ mindset,” said Brent Ramdin, CEO of EducationDynamics.
Notably, the report also highlights the rapid growth of “stealth applicants,” or students who apply without submitting an inquiry or engaging through traditional recruitment channels. For example, those channels include a request for information form, a campus tour or a conversation with an admissions counselor. That group has grown nearly tenfold since 2020, reaching 9.7% of total applications in 2025. In many cases, students use AI tools to compare programs and narrow choices independently.
Enrollment timelines have also compressed. The report says 55% of learners move from consideration to inquiry in under three weeks, and 72% enroll at the first school that admits them. As a result, delays anywhere in the enrollment process can cost institutions students.
“We see a dangerous disconnect in higher education leadership. While institutions view AI through the lens of cost savings, the Modern Learner is already living in an AI-native world,” said Greg Clayton, president of enrollment management services at EducationDynamics.
What higher education leaders should do next
The report points to several takeaways for leaders navigating an enrollment environment shaped by AI search:
- Don’t rely on inquiry volume alone. Many students get answers in search results without clicking through, and stealth applicants may apply without ever inquiring.
- Aim to be the trusted answer in AI search. Visibility now depends on being cited, not just driving clicks.
- Speed matters. Many students enroll at the first school that admits them.
- Align marketing and enrollment around student intent—what they want to do next, like compare programs, confirm requirements or apply. Coordinated messaging and faster follow-up help convert interest into enrollment.
- Treat AI as infrastructure, not a side tool. The report warns against using AI as a one-off add-on, such as a standalone chatbot, instead of integrating it into core marketing and enrollment workflows.
Ultimately, the report’s message is clear: students are moving faster, clicking less and making decisions with AI. Colleges that want to stay competitive will need to show up as a trusted source in AI results—and remove friction from the path to enrollment.
