How universities can win in AI search

Nearly half of students who use AI have used it to explore their university options, and 53% of prospective international students say they plan to use AI tools to help them choose an institution. 

We drew on new research from UCAS and Ofcom, studies published by UK universities and our own analysis of thousands of AI answers to find out what this means for university websites.

The report sets out the practical steps that get your university named and quoted accurately: deciding what you want to be known for, writing course content AI can find and repeat, fixing the technical basics and making accuracy someone’s job. For web, digital and marketing teams in UK higher education, this report is designed to help you understand how students now search, and how to make sure your university is part of the answer.