Resumen

Introduction: In the era of globalization, service quality is fundamental, especially in the educational sector where student-focused attention is key to their satisfaction and engagement with the institution. Universities are implementing Artificial Intelligence (AI) tools, such as chatbots, to enhance the academic experience. Methodology: This study, utilizing the PRISMA methodology and analyzing data from SCOPUS, Web of Science, and ERIC, examines how chatbots are transforming student support. Results: There is a growing interest among universities in using these technologies to provide efficient service, offering quick responses and support in academic and administrative processes through personalized recommendations. Discussion: The findings highlight the significance of these tools, emphasizing the need for advanced machine learning and careful interaction design. However, the implementation of AI in the educational field presents significant challenges, such as data security and privacy, which require comprehensive strategies. Conclusions: This analysis underscores the importance of continuous evaluation of the effectiveness and acceptance of AI-based interventions, to optimize academic performance and student retention.

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