Bibliometric Analysis Regarding Artificial Intelligence and Sustainable Marketing in Higher Education
DOI:
https://doi.org/10.70577/asce.v5i2.870Keywords:
Artificial intelligence; Higher education: Sustainable marketing; Academic organizational culture; educational ethics.Abstract
Artificial intelligence (AI) is transforming higher education, offering new possibilities to personalize learning and improve institutional efficiency; this paper conducts a systematic review of the scientific literature on the use of AI in universities, paying special attention to its relationship with sustainable marketing strategies and academic organizational culture.
After implementing rigorous exclusion filters in high-impact scientific platforms such as Scopus, 25 publications belonging to the period between 2015 and 2026 were selected that evaluate the experiences, advantages, and obstacles linked to the adoption of artificial intelligence in university environments, where the results demonstrate that these technological systems facilitate the adaptation of learning to individual needs, enhance technological skills, and optimize educational management, although at the same time latent threats are observed such as technological subordination, dilemmas in the ethical treatment of data, and the decrease of self-discernment if an improper use of such tools is made.
Tools such as ChatGPT, Google Lens, pedagogical virtual assistants, and microlearning are recurrently mentioned as highly useful strategies, although to achieve optimal utilization it becomes indispensable to structure clear institutional regulations, so that the honest and committed incorporation of artificial intelligence represents a valuable path to renew higher education and sustainable marketing, positioning this analysis as a relevant antecedent to guide future scientific publications, directive resolutions, and faculty preparation.
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