Higher Ed Conversations

Author: Cheryl Broom

Join host and CEO of GradComm, Cheryl Broom as she sits down with higher education experts to discuss trends in marketing, communications, advancement and student success. 
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Genres: Business, Marketing

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Ep 75: AI Search Is Changing Everything. Are You Ready?
Episode 75
Wednesday, 15 April, 2026

For years, higher ed marketing has revolved around one metric: the Click. But what happens when students stop clicking? In this Quick Take episode, GradComm CEO Cheryl Broom explores how AI-powered search is fundamentally changing the way prospective students find and engage with institutions. From ChatGPT to Google’s AI overviews, students are getting answers without ever visiting a college’s website, and it’s impacting traffic in a big way.This episode breaks down why you may be experiencing a dip in your analytics, why traditional metrics are losing relevance, and how higher ed marketers need to rethink their strategies in a world where visibility no longer guarantees a visit.What You’ll Learn· Why website clicks are rapidly declining across industries· How AI tools are changing student search behavior· What Google’s AI summaries mean for your traffic· Why a drop in website visits doesn’t equal poor performance· How to start adapting your marketing strategy for an AI-first landscapeThanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.