British Columbia Institute of Technology observed 2.3× higher revenue per user and a 3.4× higher overall conversion rate among people who engaged with Airgentic rather than traditional site search.
Airgentic was implemented across the BCIT website to test whether conversational search could deliver a better service and conversion experience than the search students already used.
A fair test against a search experience that already worked
BCIT has long understood the value of search. Like many higher education institutions, it supports multiple audiences through a large and complex website. Prospective students may know the outcome they want without knowing the right program, pathway, or next step.
The question was not whether search mattered. It was whether conversational search could produce a measurable uplift over a baseline that already worked.
Early results from the first two months
- 2.3× higher revenue per user among people who used conversational search
- 3.4× higher overall conversion rate in the same group
- Airgentic usage was under 5% of traditional search volume during the period
The first two months provided a strong early indication of how conversational AI can help people navigate complex higher education content and move towards the right next step. These are promising early indicators rather than a ceiling, especially given how small the conversational-search cohort still was.
The figures compare observed user groups during the early deployment. They are not presented as a calculation of revenue earned or costs saved directly as a result of Airgentic.
A big thank you to the wider BCIT team for their work on the implementation and for allowing us to share the story.
Read the full BCIT case study.
