Open science as an innovative educational tool for creativity and problem-solving in higher education: Implications for marketing-oriented learning

The increasing integration of Artificial Intelligence (AI) into education requires studying the motives for its use among students. This study aims to identify the key motivations for economics students to use AI and compare these motivations by grade level and gender. The study examines satisfaction with the use of AI and analyzes the number of AI tools used.

An anonymous empirical study was conducted among 264 students from the Faculty of Economics at Taras Shevchenko National University of Kyiv, Ukraine. Data analysis included descriptive statistical methods, non-parametric statistical methods, and exploratory factor analysis.

The study found that students’ main motivations for using AI are the automation of routine tasks (34.2%) and the need to save time (21.5%), while 18.7% use AI to compensate for lack of experience. Among Bachelor’s students, motivations such as automating routine tasks and saving time increased from 53% to 58% over the course of their studies, while lack of experience decreased from 22% to 15%. In contrast, Master’s students showed a decrease in routine automation (from 36% to 28%) but an increase in the need to compensate for lack of experience (from 15% to 28%) and to save time (from 18% to 25%). In terms of gender, men are more likely to use AI for learning and personal development, while women are slightly more likely to use AI for work. More than 38% of respondents say they need to use at least 2 AIs to achieve their goals.

Acknowledgment
This publication is based upon work from 24-PKVV-UM-002, ‘Strengthening the Resilience of Universities: Czech-Ukrainian Partnership for Digital Education, Research Cooperation, and Diversity Management,’ supported by the Czech Development Agency and the Ministry of Foreign Affairs under the initiative ‘Capacity Building of Public Universities in Ukraine 2024.’

One of the main challenges in higher education management is the complexity of resource optimization and increasing volumes of data, which limits the efficiency and accuracy of decision-making. The application of artificial intelligence can address these issues.
The present study aims to identify the key trends, knowledge gaps, and opportunities for further research into the economic effects of using artificial intelligence and ChatGPT tools in higher education. For this purpose, a systematic literature review was conducted to identify and screen the scientific articles related to the topic of this study indexed in Web of Science and Scopus from 1986 to 2024. A total of 234 articles were selected, all demonstrating positive growth both in scholarly output and citation count. The study identified the key contributors to scientific research on this topic by region (the United States, China, and India). It concluded that the relevant research centers are still at an early stage of their development. Based on bibliometric clusters formed by co-occurrence relations, three main areas of research were defined: 1) artificial intelligence in education for decision-making; 2) process automation and digital transformation in educational institutions; 3) artificial intelligence technologies and their application in education.
The study highlights the main areas of economic effects of artificial intelligence and ChatGPT tools in higher education, including reducing administrative costs, saving time for teachers and students, and improving the quality and accessibility of educational process.

Acknowledgments
The publication is part of the research topic “Economic Basics of Technology Diffusion into the National Economy of Ukraine Considering Best International Practices” (№0124U003482).

Due to the country’s lack of natural resources and its dependence on human resources, Jordanian universities have started to implement quality assurance system aiming to improve effectiveness and efficiency of the higher educational system. This paper presents the results of a research that aims to identify the main issues and challenges facing these universities in implementing quality assurance system. Data for this research were collected using a survey mailed to all public and private universities to investigate the main issues affecting the implementation of quality assurance system in Jordanian universities. The results of this research showed that the most important challenges faced by Jordanian universities are: human and lack of awareness, resistance to change and cultural among others. The research findings hoped to be useful for both universities and policy makers in the government in order to realize the full benefits of implementing quality assurance system. Hence, this and other research on implementing quality assurance in higher educational institutions might be of assistance.