THE ROLE OF ARTIFICIAL INTELLIGENCE IN OPTIMIZING MARKETING AND EDUCATIONAL PROCESSES IN HIGHER EDUCATION

THE ROLE OF ARTIFICIAL INTELLIGENCE IN OPTIMIZING MARKETING AND EDUCATIONAL PROCESSES IN HIGHER EDUCATION

Authors

  • Sadikov Shoxrux Shuhratovich

DOI:

https://doi.org/10.5281/zenodo.17836822

Keywords:

artificial intelligence, higher education, marketing management, modeling, digital technologies, machine learning, personalized learning, innovative ecosystem

Abstract

This article examines the impact of artificial intelligence technologies on higher education, particularly on
the modeling and management mechanisms of marketing activities within universities. It provides a scientific analysis
of AI’s capabilities in personalizing learning, processing and analyzing data, automating assessment, and increasing
educational efficiency. The advantages of integrating AI technologies into the training of highly qualified specialists and the
effectiveness of digital tools in higher education institutions are discussed. The article also highlights AI-driven marketing
management mechanisms and reviews global best practices, particularly those of China and the United States, regarding
the application of AI in education

Author Biography

Sadikov Shoxrux Shuhratovich

PhD, Head of IT Department
Tashkent International University

References

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Holmes, Wayne, Maya Bialik, and Charles Fadel. Artificial intelligence in education promises and implications for

teaching and learning. Center for Curriculum Redesign, 2019.

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Zawacki-Richter, Olaf, et al. “Systematic review of research on artificial intelligence applications in higher education–

where are the educators?.” International journal of educational technology in higher education 16.1 (2019): 1-27.

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Published

2025-12-01

Issue

Vol. 3 No. 12 (2025): «Muhandislik va Iqtisodiyot» jurnali

Section

Articles

License

Copyright (c) 2025 MUHANDISLIK VA IQTISODIYOT

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.