The Challenge
Transform AI disruption into an opportunity for growth for an Ivy League business school’s online offering.
Online education is one of the most competitive industries in digital marketing. Universities compete for visibility, credibility, and conversion—all while new AI-driven search experiences are redefining how learners discover programs. Despite its global reputation, our Ivy League client’s online MBA offering was facing mounting challenges. Organic visibility was declining. Unclear AI ranking mechanics made it difficult to optimize for new generative search behaviors. There was also rising competition from other elite schools that were investing heavily in digital performance. Our client challenged us to help them maintain category leadership in the new AI-driven landscape.
The Solution
Unite classic SEO principles with modern AI search optimization.
Primacy applied its proprietary AI Optimization (AIO) framework using SEMrush Enterprise AIO. First, we identified conversational prompts prospective learners use when querying AI assistants (i.e., “best Ivy League online certificates,” “top executive programs for professionals”). Next, we built structured, semantically rich content clusters designed to be understood and cited by large language models. Finally, we implemented schema markup, entity tagging, and model-readable metadata to strengthen AI recognition.
The Impact
By combining advanced SEO, machine learning insights, and enterprise AI tools, Primacy positioned the client as a first mover in the next evolution of search. The project not only improved performance metrics but set a new internal benchmark for AI-driven enrollment marketing.
The Results Within 90 days:
The brand became the most frequently cited Ivy League program in AI assistant recommendations capturing both human and algorithmic trust.
#1
AI search ranking across 80% of high-intent Ivy League online program queries.
+42%
organic traffic from AI-generated summaries and chat interfaces.
2.3x
lift in qualified leads from AIO-optimized landing pages.
The Takeaway
Recent studies* show ChatGPT and AI tools are transforming how digitally savvy learners discover educational programs.
Research from ICEF Monitor (2025) found that prospective students increasingly use AI tools to explore study options, while a ResearchGate study (“Is It the New Google?”) showed students perceive ChatGPT as faster and less stressful than traditional search. Younger demographics lead this shift. AP News reported that 74% of U.S. adults under 30 use AI for information search.
This suggests discovery has become conversational, with learners expecting immediate, personalized guidance from AI assistants rather than browsing multiple search results.
Primacy’s AIO methodology ensures clients remain discoverable, credible, and competitive across human and machine audiences alike.
Interested in learning how Primacy can improve your AI share of voice?
Contact us for a free AIO Diagnostic
*SOURCES:
1. ICEF Monitor (2025) – “Growing use of AI for study abroad decisions highlights importance of multi-channel marketing strategies”
2. ICEF Monitor (2025) – “Students are switching to AI for search. Are you ready?”
3. ResearchGate – “Is It the New Google? ChatGPT vs Traditional Search in Student Information Seeking”
4. arXiv – “ChatGPT vs. Google: A Comparative Study of Search Performance and User Experience”
5. AP News – “Nearly three-quarters of U.S. adults under 30 now use AI tools for search and discovery”