Prospective students consider just three or fewer continuing and online education programs before applying, and AI-generated search overviews increasingly shape which ones make that list, according to updated research from UPCEA and Search Influence.
Search engines remain the dominant starting point for program research (80%), but 54% of prospective students now also turn to AI tools during their decision-making process, according to the AI Search in Higher Education: How Prospects Search in 2026 report. Across traditional and generative search tools, AI is an increasingly influential trust signal for prospects: 83% of respondents read AI-generated overviews when they appear, while 64% say being cited as a source makes them trust that institution more, up from 56% in UPCEA and Search Influence’s 2025 report. The share who always click through to a cited source nearly doubled, from 11% to 19%, showing authority drives interest.
"Search behavior keeps diversifying, while institutional consideration sets continue to shrink," said Bruce Etter, senior director of research and consulting at UPCEA. "Over half of respondents considered three schools or fewer. With the growing influence of AI in the prospective student search journey, a citation in an AI answer can truly be the deciding factor for an institution to make a learner’s increasingly small shortlist.”
With increased AI use also comes greater discernment. Students are paying closer attention to accuracy and reliability: 86% now report at least one concern about AI search tools, up from 68% in 2025. Researchers say that's a sign of a more sophisticated AI user: prospective students use and trust AI more, but they are also scrutinizing it more closely.
"We’re still in the window of opportunity for institutions, who have more influence in AI answers than they might think," said Paula French, director of sales and marketing at Search Influence. “Prospective students use and trust AI in their research. Institutions should prioritize accurate, authoritative content that AI can confidently cite, and make sure that content shows up in both organic and AI search results. With a consideration set this small, there's no room to miss out.”
The 2026 study surveyed 1,057 qualified adults ages 18–60 interested in continuing and online education, fielded May 5–14, 2026. The full study is available for download at searchinfluence.com/2026-upcea-ai-search-higher-education-research-study. A companion webinar with UPCEA and Search Influence researchers is scheduled for October 20, 2026.
About Search Influence
Search Influence is a 20 year-old award-winning higher education digital marketing agency helping colleges and universities grow enrollment through SEO, AI search, and paid media. Founded in 2006, Search Influence’s core purpose is to optimize potential. The agency collaborates with well-regarded institutions nationally. Clients include Harvard University, Maine College of Art & Design, and LSU Online & Continuing Education.
About UPCEA
UPCEA is the online and professional education association. Our members continuously reinvent higher education, positively impacting millions of lives. We proudly lead and support them through cutting-edge research, professional development, networking and mentorship, conferences and seminars, and stakeholder advocacy. Our collaborative, entrepreneurial community brings together decision-makers and influencers in education, industry, research, and policy interested in improving educational access and outcomes. Learn more at https://UPCEA.edu and follow @UPCEA on social media.
