We recently had the honor of interviewing Evan Bailyn, the founder of the Generative Engine Optimization (GEO) marketing genre. In addition to owning the most well-respected GEO agency in the US, he used to run a college admissions consulting business. Thus, we were very excited to get his take on how AI is changing the college application process.

91̽��: Evan, thanks for talking with us today. You’ve spent much of the past few years pioneering Generative Engine Optimization, or GEO. As AI becomes more deeply embedded in society, many high-schoolers are wondering how this should affect their approach to college applications and essays. What’s your take on how students should navigate this new landscape?

Evan Bailyn: Thanks. Glad to talk about this. The rise of generative AI changes a lot more than marketing and search: it also reshapes expectations around writing, creativity, and authenticity, which in turn makes college application essays more complicated.

91̽��: Many students today are tempted to use AI tools to draft or polish their essays. From your perspective, what’s wrong with that?

Evan Bailyn: There are a few issues. First, AI-generated writing, by definition, draws on existing patterns and content. It can assemble polished, grammatically correct sentences, but it can’t replicate the particular lived experience, voice, or emotional nuance that is uniquely yours. That means even a “good”-looking essay may feel flat or generic compared with something truly personal.

Second, admissions officers at the most selective schools are explicitly looking for originality and creativity, not just writing ability. Relying on AI undermines that.

Finally, there’s a risk that as AI-detection tools and new college policies evolve, AI-assisted essays could be flagged or disfavored.

91̽��: Given that, what would you advise a student who’s tempted to use AI, or feels they need it because of pressure, time constraints, or language skills?

Evan Bailyn: If you must use AI, treat it as a brainstorming tool, not a writing tool. Let AI help with idea-generation, structuring, or generating rough drafts but you should do the heavy lifting when it comes to creating the “soul” and interesting moments of the essay. Your essay needs to feel like it reflects your voice, memories, quirks, and unique take on an experience or subject.

In many ways, the more polished and homogeneous AI writing becomes, the more colleges are going to value the opposite: rough edges, surprising angles, humanity.

91̽��: The application process itself is changing in response to AI. What do you see as the biggest shifts from colleges in 2025, and what does that imply for applicants?

Evan Bailyn: Admissions offices are increasingly aware of AI’s influence, and many are adapting to make sure they evaluate who the student really is. For example, some colleges are reintroducing real-time or in-person writing samples or interviews instead of relying solely on polished essays. That helps them see how a student actually thinks and expresses themselves under pressure.Essay prompts are also shifting away from generic questions to ones that demand specificity, personal detail, vulnerability, or creativity: e.g. “Describe a photo you’ve taken and why it matters to you,” or “Tell a story that only your family or friends would fully understand.” These types of prompts are harder to game with AI. Some schools are even experimenting with multimedia formats (video intros, photo stories, playlists.

91̽��: You’ve also developed strategies around AI-driven visibility with GEO in marketing. Are there any lessons from that world that carry over to college applications?

Evan Bailyn: Definitely. A few parallels stand out: In GEO, success means original, authentic, well-documented content that AI trusts and wants to cite. In college applications, that translates to (a) being genuine, and showing unique experiences and points of view; (b) being specific and concrete, with plenty of detail and personal reflections; (c) being clear in the structure of what you say (but not at the expense of personality or quirk); and (d) showing credibility in terms of what you’ve actually done, learned, or struggled with.

91̽��: Finally, for students concerned about equity and fairness, what are the broader implications of AI-assisted applications?

Evan Bailyn: The proliferation of AI in writing risks privileging students with more access to advanced tools, tutors, or AI editing, which can exacerbate inequalities. At the same time, colleges are pushing back by prioritizing authenticity, voice, and real personal experiences, which are harder to fake. That dynamic could ultimately level the playing field, but only if institutions switch to application formats that reward originality and personal narrative.

For students, it’s a good time to double down on self-exploration: What matters to you? What do you care about? How do you think? That’s something AI can’t replicate at this point, and increasingly, it’s what colleges want to see.

If you need help navigating your college applications, reach out here.