The Impact of Artificial Intelligence on Student Satisfaction in Higher Education: Opportunities and Ethical Challenges

Artificial intelligence is transforming higher education, offering new strategies to enhance teaching, learning, and administration. This research explores Artificial Intelligence’s (AI) impact on student satisfaction in Morocco, focusing on academic performance, institutional image, and data privacy. Using an online survey of 956 students, quantitative analysis revealed AI’s positive effects on satisfaction via improved performance and image, though privacy concerns slightly reduced satisfaction. The study highlights the importance of balancing AI’s benefits with ethical and privacy considerations, providing theoretical insights and actionable recommendations for institutions to boost satisfaction through innovative yet responsible AI applications in education.