On September 18th, Google announced that all U.S. Chrome users now have free access to its Gemini AI assistant. Until now, Gemini’s advanced features required a paid subscription. By baking it directly into Chrome, Google has officially brought AI browsing into the mainstream.
For higher education marketers, this is not just a new AI tool; it is a fundamental shift in how billions of people will interact with the web. And the implications for digital advertising, student recruitment, and brand building are enormous.
Why Google Gemini Matters in Higher Ed
With Gemini, students (and their families) will be able to:
- Ask AI to explain confusing website content
- Compare programs or costs across multiple tabs
- Organize research on schools, programs, and even financial aid
This means less time spent on traditional browsing and publisher sites, where most digital ad inventory lives. The ripple effect may be fewer opportunities to influence students during active research, more emphasis on capturing their attention earlier, and entirely new rules for how colleges and universities can show up in AI-driven recommendations.
Key Shifts for Higher Ed Marketing in the AI Browsing Era
1. From Lower Funnel to Upper Funnel
As traditional browsing shrinks, so do “just-in-time” advertising moments like search or retargeting.
What to do: Increase investment in brand storytelling, awareness campaigns, and upper-funnel channels (social, streaming video/audio). The goal should be to build awareness and preference before a student asks Gemini to recommend the “best college nursing program.”
2. Preparing for AIO and GEO
AI Optimization (AIO) and Generative Engine Optimization (GEO) are the next frontier in higher ed digital marketing. Institutions must be prepared for a world where agents curate and recommend academic programs.
What to do: Make sure program information is clear, structured, and “agent-friendly.” Start experimenting with optimization strategies to influence what AI agents recommend, just as SEO once influenced Google search results.
3. Redefining the Lower Funnel
AI agents will handle comparisons, shortlists, and in some cases, final recommendations.
What to do: Strengthen owned ecosystems like email, SMS, and online student communities. Build personalized nurture journeys so students feel connected to your institution before they ask AI for advice.
4. Media Strategy Rebalancing
Ad inventory on publisher sites will shrink, and costs may rise. Meanwhile, entertainment ecosystems, where students spend their time, will grow more valuable.
What to do: Shift media planning to platforms that capture attention at scale. Be sure to include in your media plan YouTube, TikTok, Meta, streaming TV, and audio. Position your institution as a brand that students already recognize and trust before agents step in.
Looking Ahead: Preparing Your Institution for Generative Search
We may be entering what some are calling a “digital advertising ice age.” As AI agents, like Google’s Gemini, siphon off some browsing activity, higher ed publishers and advertisers will face fewer direct opportunities to connect with prospective students at the moment of decision. But this is also a moment of tremendous upside. Institutions that move quickly and invest in brand strength, content readiness, and upper-funnel ecosystems can reshape how they influence the student journey and win in this new environment.
To navigate this change, higher education institutions need a trusted advisor with the expertise to set AI optimization best practices and help them stay ahead. Start a conversation to find out how we can work together to solve your biggest AI challenges.