Colleges are racing to show up in AI-driven search experiences as prospective students increasingly rely on AI-supported tools to research programs. Reporting highlights “answer-engine optimization” (AEO) as institutions modify web content so chatbots can cite them accurately. Examples include Belmont University, which reportedly saw a more than sixfold spike in traffic from AI sources between March 2025 and March 2026 and more than 100 actions in a single month tied to enrollment pages. Occidental College similarly reported a 96% jump in AI-attributed activities after content modifications and a nearly 10% increase in AI citations for certain enrollment questions. Marketing and enrollment strategists caution that results are not perfectly scientific, but institutions appear to be treating AI visibility as an operational enrollment channel rather than a branding exercise—especially as “zero-click” search reduces the number of times users visit college sites directly.