CHATGPT AT THE UNIVERSITY:

Abstract

In the digital age, student engagement in higher education remains a major challenge, despite the proliferation of technological tools. Artificial intelligence (AI), and in particular chatbots like ChatGPT, represents a unique opportunity to boost engagement and improve academic performance, while offering new perspectives in educational marketing. This study analyzes how the perceived attributes of AI (usefulness, ease of use, quality of interaction, personalization), combined with motivational and social factors, influence the engagement and, ultimately, the perceived academic performance of Tunisian students. Based on an online questionnaire of 200 students and a structural equation analysis (SEM), the results confirm that student engagement acts as a central mediator, amplifying the effect of technological, motivational and social determinants on academic success. These findings show that the strategic integration of AI in education, perceived as useful and interactive, can transform the learning experience, particularly in emerging contexts with limited resources. For educational marketing, these findings highlight the importance of designing student-centric digital experiences to maximize engagement and performance.