Why the next generation of students won't "Google" you and what to do about it, followed by a case study in AI to support campaign delivery.
For decades, HE marketers have adapted to the changes in search behaviour and the nuances of algorithms, from the first search bots to the social media boom.

Now, we face the next great disruptor: Generative AI.

This session explores the seismic shift in student behaviour as they move toward AI-generated answers, and the risks for institutions that fail to adapt.

The first part of this session unpacks the "Anatomy of an AI Answer". We'll provide actionable steps to improve visibility through structured data and expert-led content relating to AEO and GEO. We then pivot to a live case study of AI-supported marketing at Newcastle University. We'll prove that AI is more than just a search threat it’s a powerful companion for campaign delivery.