Volume 1 - Issue 4, September - October 2026
📑 Paper Information
| 📑 Paper Title | Artificial Intelligence as a Driver of Operational Efficiency in Service Organizations: The Case of Higher Education |
| 👤 Authors | Nouhaila GOUSAID |
| 📘 Published Issue | Volume 1 Issue 4 |
| 📅 Year of Publication | 2026 |
| 🆔 Unique Identification Number | IJARSMET-V1I4P1 |
| 📑 Search on Google | Click Here |
📝 Abstract
Today’s world is undergoing profound technological transformations that are reshaping societies and organizations worldwide. Among the most significant developments is Artificial Intelligence (AI), which has emerged as a major cross-cutting technological revolution. AI has profoundly influenced various aspects of everyday life as well as organizational activities.
The impact of AI on marketing, particularly within service organizations operating in the higher education sector, is reflected in the enhancement and personalization of the overall marketing approach. From market research to the development and implementation of marketing mix strategies, AI creates both significant opportunities and potential challenges for professionals in the sector.
This study first establishes a theoretical framework for the use of AI in the higher education sector. It then examines the transformations in consumer behavior and the ways in which AI contributes to improving operational efficiency and, consequently, the services and offerings provided by universities in the era of artificial intelligence.
The impact of AI on marketing, particularly within service organizations operating in the higher education sector, is reflected in the enhancement and personalization of the overall marketing approach. From market research to the development and implementation of marketing mix strategies, AI creates both significant opportunities and potential challenges for professionals in the sector.
This study first establishes a theoretical framework for the use of AI in the higher education sector. It then examines the transformations in consumer behavior and the ways in which AI contributes to improving operational efficiency and, consequently, the services and offerings provided by universities in the era of artificial intelligence.
📝 How to Cite
Nouhaila GOUSAID, "Artificial Intelligence as a Driver of Operational Efficiency in Service Organizations: The Case of Higher Education" International Journal of Advance Research in Science, Management, Engineering and Technology, V1(4): Page(01-05) September - October 2026. ISSN: 3139-1141. www.ijarsmet.com. Published by Scientific and Academic Research Publishing.