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1. Introduction
The bar for college success is rising, and the landscape of higher education is changing. With adult learners becoming first-time college students, diversity increasing and remote learning growing with the COVID-19 pandemic, college administrators are under greater pressure to effectively compete in the global field of higher education. Colleges and universities must continuously adapt their operations to attract and retain the best students and faculty, provide innovative resources, offer personalized learning and remain financially viable. Amid these challenges, forward-thinking universities can integrate artificial intelligence (AI) into their operations to set themselves apart from the competition and up for long-term growth.
In choosing a college, students and parents expect instruction enhanced with technology, affordable learning options, job opportunities and experiences that magnify student quality of life. Stonkiene et al. (2015) studied the marketability of HEIs to shape student’s attitudes based on schools’ ability to monitor their management performance, the environment of competitors and introduce organizational changes to effectively compete. This paper will further explore the strategic decisions to implement emerging AI technology that can create personalized engagement to focus on students individually and provide contextual guidance in real-time. Institutions already using AI have built it into departments like the interview admissions process, a teacher assistant chatbot and an advising system that predicts course pass and fail rates.
As examined in a study by Maduro et al. (2017), maintaining identity, image and corporate reputation is vital for the survival and growth of HEIs. This can further be supported by advancements in design, innovation and technology.
The purpose of this paper is to highlight examples of AI applications in HEIs and identify future directions to improve colleges’ competitive advantage. Current uses of AI in HEIs were reported through an extensive review of reports by HEI institutions themselves and AI-driven companies partnering with these universities. Research revealed current trends of higher education AI in learning experiences, as it relates to course management programs, instruction and student assessment; enrollment management as it relates to success in recruiting, admissions and retention; and student support as it relates to applications in advising, emotional support and career services. Specific applications of AI programs in HEIs are showcased through a series of case studies to supply a framework for future uses of...