INFLUENCE OF AI-POWERED PERSONALIZED LEARNING PLATFORMS ON HOSPITALITY STUDENTS ENGAGEMENT ACADEMIC PERFORMANCE

Abstract

Artificial Intelligence (AI) is reshaping education by enabling more personalized and adaptive learning, especially within hospitality education. Through the use of student data, AI-driven platforms provide tailored recommendations and support, helping learners receive instruction that aligns with their individual needs and progress. The study adopted simple random sampling to select sixty-fourth-year Bachelor of Science in Hospitality Management (BSHM) students from Bestlink College of the Philippines for the academic year 2024–2025. This approach ensures equal selection chances for all students, minimizing selection bias and increasing data reliability. The research aims to gather diverse insights into student engagement, frequency of platform use, participation in activities, resource usage, and academic performance in an AI-driven learning environment. It also seeks to uncover challenges encountered in AI-based education, offering data that can support enhancements in teaching strategies and digital learning systems. Among the respondents, 66.67% were male (40 students) and 33.33% were female (20 students), providing a balanced range of insights into the effectiveness of AI-driven personalized learning platforms. The study found that these platforms significantly enhance students’ academic experiences. A weighted mean of 3.57 indicates strong agreement that AI helps students tackle complex academic tasks. Furthermore, AI’s influence in motivating learners and simplifying their workload received weighted means of 3.53 and 3.43, respectively. With a composite mean of 3.51, the results clearly show that AI positively impacts academic performance by increasing productivity and learning efficiency. This study investigated the use of AI-powered learning platforms among students, with findings showing that young adult males aged 21–25 were the primary users, often relying on tools like ChatGPT for personalized learning and academic research. The results revealed that AI significantly enhanced student engagement by improving confidence, increasing participation, and creating a more interactive learning experience. Furthermore, AI positively influenced academic performance by providing structured content, supporting skill development, and enhancing problem-solving abilities.  However, the study also identified key challenges. Participants noted concerns about reduced human interaction, limited creativity in AI-generated content, overreliance on technology, and the potential weakening of essential human skills. These findings highlight the need for a balanced approach—integrating AI tools with traditional teaching strategies to ensure both technological advancement and the preservation of critical human elements in education.