ARTIFICIAL INTELLIGENCE IN MANAGING THE EFFICIENCY OF HIGHER EDUCATION INSTITUTIONS

Abstract

The article presents a comprehensive analysis of the impact of artificial intelligence (AI) on the transformation of educational processes and the management of higher education institutions' (HEIs) performance. Using SWOT and PESTLE methodologies, the study identifies key strengths of AI implementation, such as learning personalization, optimization of administrative tasks, promotion of academic integrity, and enhancement of inclusive education. At the same time, significant challenges are revealed, including ethical concerns, data security risks, financial constraints, and the insufficient digital readiness of educational staff. The article substantiates the need for regulatory frameworks governing AI use in education, the development of digital literacy among faculty and students, and international donor support for technological innovation in HEIs. Practical recommendations are proposed, outlining phased steps for AI integration: staff training, modernization of technical infrastructure, establishment of ethical standards, adaptation of educational programs, and the creation of inclusive digital environments. The study concludes that effective integration of AI can not only improve educational quality but also boost the global competitiveness of Ukrainian higher education. The findings are of practical relevance for HEI administrators, policymakers, researchers, and educators seeking to navigate the challenges and opportunities of digitalization. Future research directions may include empirical analysis of AI's influence on student academic performance, assessment of the economic efficiency of AI integration, and development of ethical and secure models for the application of intelligent systems in higher education.