AI-DRIVEN RESEARCH ENHANCEMENT IN COMMERCE EDUCATION: TOOLS, TRENDS, AND ETHICAL DIMENSIONS IN HIGHER ACADEMIA

The advent of Artificial Intelligence (AI) has significantly reshaped the research dynamics in higher education, with a notable impact on commerce education. This paper investigates how AI tools are leveraged to improve research efficiency among academicians and students by streamlining tasks such as literature synthesis, data interpretation, manuscript preparation, and scholarly collaboration (Zawacki-Richter et al., 2019; Chen et al., 2020). Employing a mixed-methods approach that includes secondary literature and synthesized dummy primary data, the study analyzes the current scope of AI usage, highlights frequently employed platforms, and outlines the advantages and challenges associated with their implementation. Ethical dilemmas, skill deficits, and technological inequality are explored as primary barriers to adoption (Holmes et al., 2019). The research offers practical recommendations for the responsible and ethical application of AI in academic settings and outlines future areas for investigation. Overall, the study affirms AI's transformative potential in advancing research practices while calling for inclusive policies and robust ethical frameworks to support sustainable use in commerce education.