The impact of using Artificial Intelligence in university marketing: a case study on digital communication

In recent years, social media platforms have significantly influenced university marketing
strategies, with the aim of promoting educational offerings, increasing student retention, and strengthening the institutional brand. At the same time, the accelerated development of artificial intelligence has generated new opportunities for optimizing communication and administrative processes.

Although the education sector is often perceived as conservative in adopting emerging technologies, integrating AI into university marketing strategies demonstrates high potential for improving workflows, personalizing messages, and attracting a larger number of students.

The purpose of this research is to analyse the impact of using artificial intelligence in the creation and dissemination of digital content on the engagement indicators, by comparing the impact of different promotion materials published on the university’s social platforms (Facebook and Instagram).

The research results highlight the significant contribution of AI in strengthening the visibility and attractiveness of educational offer, by developing a more efficient and dynamic relationship with the target audiences. At the same time, there were significant differences between the social network platforms, in terms of impact of dissemination materials (Facebook) and attracting new public (Instagram). For future research, the degree of international user satisfaction regarding the technological tool based on AI will be very important in relation to the educational offer, especially since the presence of international users underlines the need to adapt the content and communication to a multicultural audience.