تأثير المحتوى الأكاديمي الذكي المدعوم بالذكاء الاصطناعي في بناء الثقة الرقمية والولاء الأكاديمي لدى الطلبة الدوليين

Abstract

Between 2015 and 2025, higher education has experienced rapid digital transformation driven by artificial intelligence, reshaping the relationship between universities and international students. This study examines the impact of intelligent academic content supported by AI on digital trust and academic loyalty, using the Malaysian experience as a comparative model. The research relies on secondary data from UNESCO, OECD, QS, and HolonIQ reports for the period 2015–2025. Results show that the quality and credibility of intelligent academic content significantly enhance digital trust, which serves as a key mediator in developing academic loyalty. The study recommends integrating AI-based strategies into academic content design to ensure deeper and more sustainable engagement with international students.