Artificial Intelligence in Higher Education: Institutional Marketing Strategies for Engagement and Global Expansion

Serafim, Ana; Fernandes, Sara; Mesquita, Cristina; Veloso, Cláudia M.; Sousa, Bruno Barbosa

http://hdl.handle.net/10198/35453

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Abstract(s)

Artificial Intelligence (AI) presents significant challenges and opportunities in educational practices. As AI technologies evolve, they offer transformative potential for personalized learning and administrative efficiency, but they also raise critical ethical concerns that must be addressed. The following sections outline the main aspects of AI's impact on education. The integration of Artificial Intelligence (AI) in education presents numerous opportunities that can significantly enhance learning experiences and administrative efficiency. AI technologies facilitate personalized learning, automate administrative tasks and improve student support services, thus transforming traditional educational paradigms. In turn, the integration of Artificial Intelligence (AI) in education presents several challenges that must be addressed in order to harness its full potential. The main issues include algorithmic bias, data privacy concerns, inadequate infrastructure and the need for teacher training.

Keywords

Artificial Intelligence

URI

http://hdl.handle.net/10198/35453

Citation

Serafim, Ana; Fernandes, Sara; Mesquita, Cristina; Veloso, Cláudia M.; Sousa, Bruno Barbosa (2025). Artificial Intelligence in Higher Education: Institutional Marketing Strategies for Engagement and Global Expansion. In Innovations and Challenges in Student Engagement in Higher Education. New York: IGI Global Scientific Publishing. p. 153-176. ISBN 9798337361871