Artificial Intelligence in University Marketing: Some Realities and Possible Applications

Modern society is characterized by an accelerated pace of integration of artificial intelligence (AI) in almost all areas of human activity, generating increasingly efficient results, and education is no exception. An effective channel for communicating information and building relationships with potential students and other audiences is the university website, which needs to be adapted both aesthetically and in terms of content to suit user preferences. Research in the field suggests different ways to evaluate the attractiveness of a website in order to improve it. In the present research, it is proposed to use the EyeQuant platform, based on predictive artificial intelligence and algorithms able to simulate the reactions of real users to various visual elements of university websites. The conclusions of the research were based on the results of the evaluation of the first page of the websites of 19 universities present in the higher education system of the Republic of Moldova.