As generative AI increasingly shapes how prospective students discover, compare, and evaluate colleges and universities, visibility is no longer determined by organic search rankings alone. Today, students often encounter institutions through AI-generated answers, recommendations, and summaries, sometimes without clicking through to a website. In this evolving digital landscape, brand visibility has become a critical role in the student journey. This session explores how AI-driven discovery is changing the rules of visibility in higher education and why traditional Search Engine Optimization (SEO) complements the broader brand signals across the digital ecosystem. Attendees will gain a clear understanding of how generative engines interpret authority, relevance, and trust and how those signals influence which institutions appear in AI-powered responses. This presentation will highlight practical strategies for strengthening brand visibility beyond organic rankings, including thought leadership, structured data, alumni outcomes, and consistency across institutional touchpoints. The session will also address how these efforts support Generative Engine Optimization (GEO) and increase the likelihood of organic mentions. Attendees will leave with a framework for adapting their discovery strategy to an AI-driven environment and actionable guidance to ensure their institution remains discoverable, credible, and competitive as organic search behavior continues to evolve.