Technologies of improving the university efficiency by using artificial intelligence: motivational aspect

• Published in: Entrepreneurship and Sustainability Issues 2020-06, Vol.7 (4), p.2696-2714
• Main Authors: Vinichenko, Mikhail V., Melnichuk, Alexander V., Karácsony, Peter
• Format: Article
• Language: English
• Subjects: Artificial intelligence; Colleges & universities; Efficiency; Questionnaires
• ISSN: 2345-0282; 2345-0282
• DOI: 10.9770/jesi.2020.7.4(9)

The aim of this study was to identify the most appropriate technologies to improve the university efficiency by using the motivational artificial intelligence (AI). Methods of the study were as follows: the questionnaire survey by using the Google Chrome electronic service, content analysis, methods of statistical analysis, and a focus group. The authors’ version of the questionnaire was made by using the Likert methodology taking into account indicators of the QS World University Rankings rating system. The data obtained during the three stages were generalized and analyzed by using the descriptive statistics. The regression analysis was used to study the relationship between the motives of the academic staff (AS) and the nature of the stimulating effect of the university authorities on the staff of the university. Results: The discrepancy between the AS motivation structure and the range of stimulation methods applied by the university authorities, a continuous increase in the burden from introduced innovations, and the formal style for employees to fulfill new tasks have been revealed. The analysis of the results on using the techniques and methods by the university authorities to motivate and stimulate the staff has shown the need in new combinatorics, an innovative system that harmoniously combines the advantages of natural and artificial intelligence to motivate the AS in training HR for the digital economy of the 21st century. The new system should be universal and flexibly respond to constant changes in the socio-economic environment. It is important to timely eliminate the contradictions in needs and teachers’ opinion on the ideal assessment system of their activities and offered forms of stimulation by universities authorities. The vectors of their activities must be constantly coordinated, based on the AI capabilities. The introduction of AI in the activities of universities improves the competitiveness of promising, innovative teachers and has positive impact on the image, efficiency, academic reputation, and citation index of universities. The authors for the first time ever have studied the problems of using the AI in the motivational system of the university’s AS and offered technologies to improve the efficiency of universities by using the motivational AI. The practical importance of solving the problem is related to the real possibility of applying the offered technologies by the university authorities that strive to improve their efficie