At first glance, Southeastern Michigan University’s website looks like it represents a real institution.

Smiling students in graduation regalia embrace, diplomas in hand, in the video on the front page. A chat bot pops up to ask, “How can I help you?” Southeastern Michigan’s website touts the university’s scholarships, array of accredited academic programs, award-winning faculty, 75 percent graduation rate and “vibrant campus life.”

But littered throughout the website are signs that something is off about Southeastern Michigan.

Blurry backgrounds and distorted limbs hint at the use of generative artificial intelligence. Some images seem likely to fool the untrained eye, while others—like a basketball player with veins bulging from his angular arms—could have been ripped from a poorly illustrated comic book. Meanwhile, paragraphs of text contain repetitive, grandiose and nonspecific language, characteristic of a chat bot’s writing.

In reality, the university is as fake as some of the content on its website. And it’s part of a much larger scam fueled in part by the rise of generative AI.

“It took me a while to realize it wasn’t an actual institution,” said Aaron Ament, president of the National Student Legal Defense Network and a lawyer who has investigated for-profit colleges that have defrauded students. “For the average person who’s looking for a program, you could easily see how people would think it’s a real institution.”

Michigan attorney general Dana Nessel warned consumers about Southeastern Michigan University in an alert last week, following a complaint from Eastern Michigan University to her office about the fraudulent website using deceptive practices in an effort to scam students.

Southeastern Michigan is one of nearly 40 fake university sites that Inside Higher Ed recently uncovered, which appear to have been developed with or supplemented by AI. The sites seem to be part of a network, based on the use of identical language, the repetition of images and other design similarities. And many of these fake colleges also have a presence on social media sites, including LinkedIn, Instagram and Facebook.

An Inside Higher Ed analysis also turned up dozens of websites for nonexistent accreditors and a fake U.S. Department of Education website. They all contain at least some AI-generated images and design templates similar to the college websites’, including many that list those fake accreditors—and link to their websites—to give an air of legitimacy. The Education Department is also investigating the scam.

Fake colleges aren’t new. North Carolina’s attorney general warned about a nonexistent King’s College in North Carolina in 2023, and U.S. Immigration and Customs Enforcement set up the fictional University of Farmington several years ago as a sting operation to crack down on student visa fraud. Last year, websites popped up advertising colleges that had been closed for years.

But the network uncovered by Inside Higher Ed reveals how the rise of generative AI is making it faster and easier for scammers to repackage an old ruse and deploy it on a much larger scale.

“This lowers the transaction costs for making a scam site,” said Jose Marichal, a professor of political science at California Lutheran University who studies how algorithms and AI are restructuring social and political institutions. “If I wanted to do this [before generative AI], it would have taken me a week, maybe a month, to put all this together. Now, it would take me a matter of hours.”

AI Increases Scammers’ Reach

The technology is also making it harder for consumers to immediately recognize fraudulent websites like Southeastern Michigan’s and dozens of other similar scam college websites Inside Higher Ed identified.

Large language models—which can immediately generate text and images like those populating the scam college websites—are becoming more sophisticated at mimicking human-created content by the day. For example, last week OpenAI released GPT-5, the latest version of ChatGPT, advertising it as its “smartest, fastest, most useful model yet,” capable of putting “expert-level intelligence in everyone’s hands.”

While suspicious, Marichal couldn’t say for certain if the fraudulent college websites were created using generative AI. But Junfeng Yang, a computer science professor at Columbia University who helped develop a novel tool that can discern whether text was generated by an LLM, had one of his graduate students peruse Southeastern Michigan’s website. “It appears that the [university’s] engineering page is AI generated,” he said in an email.

“A year ago, if you tried to do this, you may have had some bugs to work out,” Marichal said of the scam college websites. “Now, we’re getting to a place where you could keep spitting these out and it doesn’t cost much to host it. If you make 100 of them, you increase your yield. Instead of casting one fishing line, you cast 20, upping your chances of catching fish.”

‘Didn’t Seem Legit’

One prospective student who was looking for a business degree program almost got hooked by Southeastern Michigan’s con, according to Walter Kraft, a spokesperson for Eastern Michigan University, which is a real, accredited institution in Ypsilanti.

“He came across an institution named Southeastern Michigan University, and it looked legit to him,” Kraft said. “So he contacted them and received a phone call telling him that his total tuition would be, like, $31,000, but he would receive a 90 percent scholarship and would only have to pay $3,100.”

The fake university asked the would-be student to provide documents for his scholarship application, but he never followed up. Two days later, he got a call from a number spoofing Eastern Michigan’s admissions office number, and the person on the other line told him he got the scholarship, despite never receiving any of his documentation.

After that, he received an admissions offer on letterhead that looked similar to Eastern Michigan’s, which raised his suspicions.

“He could sense that it didn’t seem legit, didn’t seem right, and questioned it,” recalled Kraft, who said two or three other people have reported similar concerns about Southeastern Michigan’s website, though he’s not aware of anyone who has fallen for the scam.

A spokesperson with the Michigan attorney general’s office said the office had “not received complaints from any potential students losing money in connection to these websites” but had contacted officials in two other states about similar schemes and referred concerns to the Federal Trade Commission.

But that doesn’t mean other people haven’t been scammed—or won’t in the future. As of Wednesday, the website was still live.

“That’s problematic, because until somebody finds out who’s responsible and takes that site down, other prospective students could be victimized,” Kraft said. “We certainly don’t want that to happen.”

Universities Push Back

While Eastern Michigan went to the state attorney general, other universities that have encountered similar websites have sought recourse with the World Intellectual Property Organization, a group that mediates domain disputes.

George Washington and New York Universities, as well as the University of Houston system, have all filed successful complaints to challenge websites using their trademarks or a similar name and URL. Those complaints shed more light on the scheme, which appears to date to at least 2021, per archived copies of the websites that were taken down. In its filing, GWU pointed to Kenneth Stone, a person the university believed to be connected to the scheme through a company called Domain Lance, a forwarding service that allows users to redirect URLs.

(NYU did not name a specific individual in its WIPO complaint, which noted that “little is known of the respondent” and indicated the domain owner provided a contact address in Panama. However, another version of that website—New York University of Business and Technology—with a slightly different URL has already emerged.)

The University of Houston system also named Stone in a complaint filed in December, along with William Morocco and Cole Brad as the people believed to be behind the website. The filing suggests that Stone is in Panama, while the other two are in the U.S. In its second complaint, filed in May, Houston pointed to websites in Panama. Despite winning the domain dispute, another version of the contested website has since emerged.

Houston’s complaints indicated that multiple fake college websites were created last year. Three of the websites flagged by Houston were registered between July and October of 2024, and another followed early this year. The fake accreditor websites mentioned in Houston’s complaint were all registered on May 10 of last year, according to the WIPO filing.

Inside Higher Ed contacted two of the individuals it believed to be the persons referenced in the complaint based on a review of public records and LinkedIn profiles, but neither responded. A review of public records, including website registration information, suggests all three individuals are in the U.S., though the fake university websites are hosted on servers located overseas.

An Inside Higher Ed reporter also had conversations with individuals operating the chat service on three different websites connected to the network. After a reporter requested admissions info through Southeastern Michigan’s chat service, a woman called to talk him through the process.

Over a nearly half-hour conversation, the operator—a woman with a heavy accent—explained the tuition and fees, gave the reporter a password to a demo version of its student portal, and pressed hard for a $300 “registration fee.” When the reporter pushed back on the cost, she offered to lower it to $199 and stressed the importance of signing up while seats were available.

Justin Morrison/Josh Moody

But when the reporter questioned the legitimacy of the operation, telling her it appeared to be a scam, she said, “I will suggest you contact the Department of Education, not me” and hung up.

Contacted by Inside Higher Ed, a Department of Education spokesperson wrote by email that “the department is currently investigating these malign activities and will work with the appropriate authorities to prevent predatory action toward our nation’s students.”

Sector Responses

Universities with similar names to fake college websites encouraged consumers to take steps to protect themselves from scams.

“Students have many affordable, high-quality education options among North Carolina’s public universities. It’s a shame that bad actors are creating fake university websites to prey on students who want to pursue their dreams of a college degree,” Andy Wallace, a spokesperson for the University of North Carolina system, wrote while encouraging people to report the sites.

University of Houston spokesperson Shawn Lindsey wrote by email that UH “continuously monitor[s] for threats, including false or misleading websites and domain names, and use[s] a variety of tools to support this vigilance” and noted UH’s legal team has acted on offending sites.

The Council for Higher Education Accreditation also condemned the rise of fraudulent college and accreditor websites designed to mimic legitimate institutions in an emailed statement.

“Accreditation is meant to assure quality and integrity in higher education—not to be misused as a tool for fraud,” CHEA president Nasser H. Paydar wrote. “These fake accreditors prey on the trust of students and the public, and we are committed to exposing and stopping them.”

But experts warn if these websites aren’t shut down—or similar ones continue to crop up—it could further weaken the public’s trust in higher education in an era marked by politicized attempts to discredit legitimate universities as overpriced and biased.

“People may not know what’s a real university and what isn’t, so they just throw their hands up and say, ‘Universities are too expensive anyway,’” said Marichal, the algorithm expert. “When people don’t know what’s true or false anymore, they’re less inclined to trust any of it.”