The Role of AI in Enhancing Marketing Communication: Implications for Policy and Development in Indonesian Higher Education

Abstract

This research delves into the transformative impact of Artificial Intelligence (AI) on marketing communication within the Indonesian higher education sector. By adopting advanced AI technologies like machine learning algorithms, universities aim to enhance customer engagement, understand student behavior, and personalize marketing strategies. The study combines quantitative data, showcasing the extent of AI adoption and its outcomes, with qualitative insights to highlight the effectiveness of AI in improving key marketing metrics. Post-AI integration, there were significant increases in student inquiries, application rates, and enrollment numbers, underscoring the tangible benefits of AI-driven marketing strategies. The findings emphasize the strategic shift towards data-driven decision-making and personalized engagement, positioning Indonesian universities at the forefront of innovative marketing practices. This research contributes valuable insights for academia, industry practitioners, and policymakers looking to leverage AI for strategic marketing initiatives in higher education.