AI, Proof, and People: The New Rules of Enrollment and Expertise

AI has shifted, not erased, the role of expertise in higher ed marketing ( Holly Leach ). Purdue Daniels School boosted domestic apps 40% by doubling down on in-person events and direct follow-up ( Keystone Education Group ). Yeshiva University’s MBA program saw prospects drop because AI cited outdated tuition—proving why canonical, up-to-date program pages are essential. 53% of domestic students rank affordability as top factor, but families also want evidence of value and experience. AI now drives up to 30% of program discovery. If your data isn’t accurate everywhere, you lose trust (and inquiries). Action steps: Audit your program pages, invest in responsive advising and yield conversations, and measure impact by applications and deposits—not just clicks. Learn more about the Higher Education Marketing Institute: Website: https://highereducationmarketinginstitute.com/ X: https://x.com/HEMInstitute LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/ YouTube: https://www.youtube.com/@HigherEducationMarketing