AI-driven, hyper-personalised search is reshaping how students discover and engage with institutions. This session will explore the game-changing power of conversational search in higher ed marketing. If institutions want to compete in an era where students expect instant and relevant results, they need to rethink their search strategy now to ensure a smarter, frictionless search. Delegates will learn how tools like Squiz' digital experience platform Funnelback can help keep prospects hooked, cut through digital noise and drive conversation in a time of shifting search behaviours.