AI-Driven Personalization in Higher Education Marketing: Impact on Student Engagement and Enrolment Decisions

Abstract

AI integration has continued to gain considerable traction in the Indian HE sector, particularly among universities seeking better means with which to refine and improve student marketing approaches that impact on future student enrollments. The present research focuses on how technology in use for designing individual experiences enhances student engagement. The use of advanced data analytics methods makes it possible for higher education institutions to understand their students and develop relevant and compelling messages, content and services to their potential students. There are using AI-enabled chat applications, sectional and personalized mailing lists, and other site advertisements to respond to the particular enquires, maintain and develop acquaintances, and offer individualised guidance for admission processes. From a brand perspective, in a world where institutions are fiercely competing to attract better quality students, AI can now enhance the already existing personalisation and lead to improved enrolments. This research focuses on the way that AI-influenced marketing strategies work to engage prospective students, as well as how these strategies influence perception. It also deliberates on factors such as data privacy/data availability that may impact the adoption of AI in the areas of marketing and communication in higher education in India and throws the toggles for creating differentiated marketing communication that can greatly leverage AI for better student experiences and development.