Your prospective students aren’t Googling—they’re prompting. Tools like ChatGPT, Perplexity, Gemini and Claude are quickly replacing traditional search, and the responses they generate are shaping the college selection journey. In this session, you’ll learn how to get your institution’s best story told by AI. We’ll cover Generative Engine Optimization (GEO), structured content strategies, and brand influence mapping so you can manage your reputation across an ecosystem of algorithms.