A new study shows faculty are shifting from outright bans on student use of AI to more nuanced policies that allow guided, course‑aligned use while protecting assessment integrity. Institutions are revising syllabi and academic‑integrity frameworks to account for generative models. At the same time, admissions and marketing teams face a new front: prospective students use ChatGPT and other chatbots in college searches. That behavior is pushing institutions to ensure AI visibility in discovery channels and to develop accurate, bot‑friendly content so their programs appear in AI‑driven recommendations.