INTEGRATION OF ARTIFICIAL INTELLIGENCE (AI) ON THE SCHOOL MANAGEMENT IN THE IMPLEMENTATION OF ICT-BASED MARKETING APPROACH

Abstract

The rapid advancement of Artificial Intelligence (AI) is transforming how educational institutions manage operations, deliver instruction, and enhance learning outcomes. This quantitative descriptive-correlational study examined the relationship between the integration of AI in school management and the enhancement of ICT-based marketing implementation at the Polytechnic University of the Philippines (PUP) for the academic year 2025–2026. The respondents were selected business students from PUP. Pearson correlation analysis was employed to determine the relationship between AI integration and the implementation of ICT-based strategies. Findings revealed that AI is significantly integrated into school management, particularly in administrative processes, automation of routine tasks, AI-driven decision-making, and personalized learning experiences. AI tools are widely used for grading, attendance tracking, performance monitoring, scheduling, and instructional development. Results further indicated that AI enhances time efficiency, work quality, work quantity, and resource optimization, contributing to improved instructional delivery and management performance. Moreover, a strong and meaningful relationship was established between AI integration and the enhancement of ICT-based marketing approaches, highlighting AI’s vital role in improving educational management and teaching efficiency. Despite its positive contributions, challenges such as inconsistent adoption, infrastructural limitations, and varying levels of digital literacy were identified. Overall, the study emphasizes the transformative potential of AI in optimizing school management and instructional practices while underscoring the importance of continuous professional development and institutional support to ensure its successful and sustainable implementation. Keywords: Artificial Intelligence, School Management, ICT-Based Marketing, Educational Innovation, Decision-Making