Integrating Artificial Intelligence with Gamification Techniques to Enhance Student Motivation and Engagement

Emmanouil Choustoulakis, Pinelopi Athanasopoulou (), Yannis Pollalis and Dimitris Nikoloudakis
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Emmanouil Choustoulakis: University of Peloponnese
Pinelopi Athanasopoulou: University of Peloponnese
Yannis Pollalis: University of Piraeus
Dimitris Nikoloudakis: University of Piraeus

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 533-541 from Springer

Abstract: Abstract This study investigated the integration of Artificial Intelligence (AI) with gamification techniques to enhance student motivation, engagement, and academic performance in management education. A non-probability sample of 200 undergraduate students from Greece was randomly assigned to one of two groups: an experimental group that experienced AI-driven gamification, or a control group that followed traditional instructional methods. Quantitative analysis revealed that students in the experimental group demonstrated a statistically significant increase in active participation and a statistically significant improvement in course completion rates compared to the control group. This was complemented by significant enhancements in academic performance, with final grades showing a notable difference. The AI-driven gamified environment, which included personalized challenges and real-time feedback, effectively boosted engagement and academic outcomes. Qualitative feedback from students indicated that the AI system’s ability to adapt to individual learning needs was particularly valued. Students appreciated the personalized support, which helped them stay on track and better understand complex concepts. The study highlights the potential of combining AI with gamification to create a more interactive and tailored educational experience, addressing diverse learning needs and preferences. These findings highlight the transformative impact of AI-driven gamification on management education and emphasize the critical role of courses in integrating these innovative methods. They also suggest avenues for future research to further optimize these approaches, enhancing both educational practices and student outcomes in management training.

Keywords: Artificial Intelligence; Gamification; Management education (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_58

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DOI: 10.1007/978-3-031-81962-9_58

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