THE ROLE OF ARTIFICIAL INTELLIGENCE IN OPTIMIZING MARKETING AND EDUCATIONAL PROCESSES IN HIGHER EDUCATION
DOI:
https://doi.org/10.5281/zenodo.17836822Ключевые слова:
artificial intelligence, higher education, marketing management, modeling, digital technologies, machine learning, personalized learning, innovative ecosystemАннотация
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
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