Higher Ed Pulse

Who Owns AI Search?

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2026 AI Search Trends: Brand (In)Visibility Brief

Mallory is joined by Andrea Gilbert and Mike Bell from Everspring to discuss their latest AI search trends report. The report finds big brand universities can be cited in AI overviews on non-branded searches as low as 1%, while smaller private schools see higher citation rates, driven by useful, specific content (e.g., career center pages) rather than brand campaigns. They discuss how reduced AI visibility affects enrollment and revenue, budget allocation challenges, and why AI rewards context, substantiation, and diverse formats.


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Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

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Higher Ed PulseBy Mallory Willsea
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