A Coursera study and related reporting show generative AI use is now widespread on campuses: faculty and students report near‑universal adoption and major demand for formal instruction. Nine in 10 students told researchers they want generative AI incorporated into degree programs, yet only about a quarter of institutions report formal AI governance. Colleges are also confronting a new recruitment challenge as AI changes how prospective students find programs—search engine AI overviews now answer many prospective students’ queries without sending them to institutional websites. Answer‑engine optimization and clearer institutional data strategies are emerging as immediate priorities. What to know: institutions must reconcile rapid classroom adoption with gaps in policy and enrollment outreach; AI literacy and authoritative web content are becoming operational priorities for admissions and academic leaders.