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A fundamental shift is underway in how people search, think, and decide—and graduate programs that recognize this change are poised to thrive.

A recent Wall Street Journal article, “AI’s Threat to Google Just Got Real,” revealed a major milestone: for the first time in years, Google searches via Safari are dropping. Why? Millions of users—especially younger, digitally fluent ones—are increasingly bypassing traditional search engines in favor of AI-powered tools like ChatGPT, Gemini, and Perplexity.

Meanwhile, a global panel of experts convened by SEMrush in April 2025 confirmed it: AI-powered search isn’t just a new tool—it’s a new default. Their insights, based on real-time behavioral data, show that AI Overviews and generative summaries are now how more and more users get information. And they’re not clicking through 10 blue links—they’re asking AI for answers.

The Big Shift for Law and Business Schools

This is more than a tech evolution—it’s a behavioral transformation. If your program isn’t showing up in AI-powered responses, it may be invisible to the next generation of students. But here’s the good news: programs that act now have a clear advantage.

Today’s applicants aren’t passively scrolling. They’re asking:

• “What are the best online law degrees for working professionals?”
• “Which business schools have MBA programs with finance concentrations?”
• “Is a master’s in compliance worth it in 2025?”

These aren’t hypothetical queries—they’re real searches being made through ChatGPT and Gemini. And schools that appear in those answers will gain mindshare and market share.

We’re Building for What’s Next

At MF Digital, we’ve adjusted every aspect of our digital demand generation to align with these changes—so our partner schools stay visible and competitive:

• AI-Ready Content
  We design content that earns brand mentions and structured citations, which AI models trust. Our work increases the likelihood your program appears in AI summaries and recommendation engines.
• Generative Engine Optimization (GEO)
  Traditional SEO isn’t enough. We use GEO strategies to help your brand show up in AI-generated answers across platforms like Perplexity, Gemini, and ChatGPT.
• Omnichannel Discovery
  AI search is only one part of the journey. We also meet prospects on Reddit, Meta, LinkedIn, and other platforms where they learn, compare, and decide.

She Who Hesitates is Lost

The rise of AI in search is not a disruption—it’s an opportunity. Graduate programs that understand and embrace this shift will be more discoverable, more relevant, and more competitive in the years ahead.

And they won’t just keep up—they’ll lead.

MF Digital helps graduate schools thrive in the AI era. Let’s talk about how we can position your program at the forefront of discovery.

Additional Resources:

• SEMrush Report: Online Search After ChatGPT (PDF)
• SEMrush Webinar: The Impact of ChatGPT and Generative AI on Search