Colleges are racing to remain discoverable in AI-assisted college search as zero-click results increase the risk that institutions never show up in chatbot overviews. Reporting highlighted early results from AI-friendly website and content changes at schools like Belmont University and Occidental College, which saw sharp gains in AI-sourced traffic and citations after modifications. Marketing and enrollment leaders say institutions cannot “game” AI systems, but they can influence how their pages are indexed and referenced in model-generated answers. The shift is being framed as answer-engine optimization (AEO), with early adopters reporting measurable increases in request-for-information and application activity. The takeaway for higher ed operators is operational: improving AI visibility is becoming part of the enrollment funnel, not a separate communications project.