Learning technologies often do not meet the university requirements for learner engagement via interactivity and real-time feedback. In addition to the challenge of providing personalized learning experiences for students, these technologies can increase the workload of instructors due to the maintenance and updates required to keep the courses up-to-date. Intelligent chatbots based on generative artificial intelligence (AI) technology can help overcome these disadvantages by transforming pedagogical activities and guiding both students and instructors interactively. In this study, we explore and compare the main characteristics of existing educational chatbots. Then, we propose a new theoretical framework for blended learning with intelligent chatbots integration enabling students to interact online and instructors to create and manage their courses using generative AI tools. The advantages of the proposed framework are as follows: (1) it provides a comprehensive understanding of the transformative potential of AI chatbots in education and facilitates their effective implementation; (2) it offers a holistic methodology to enhance the overall educational experience; and (3) it unifies the applications of intelligent chatbots in teaching–learning activities within universities.

The rapid integration of generative artificial intelligence (AI) into educational environments raises both opportunities and concerns regarding assessment design, academic integrity, and quality assurance. While new generation AI tools offer new modes of interactivity, feedback, and content generation, their use in assessment remains insufficiently pedagogically framed and regulated. In this study, we propose a new framework for generative AI-supported assessment in higher education, structured around the needs and responsibilities of three key stakeholders (branches): instructors, students, and control authorities. The framework outlines how teaching staff can design adaptive and AI-informed tasks and provide feedback, how learners can engage with these tools transparently, and how institutional bodies can ensure accountability through compliance standards, policies, and audits. This three-branch multi-level model contributes to the emerging discourse on responsible AI adoption in higher education by offering a holistic approach for integrating AI-based systems into assessment practices while safeguarding academic values and quality.

Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and, on that basis, to explore their effects on purchase intentions regarding advertised products or services. A total of 376 filled-in questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour that affect consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural equation modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The obtained results provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is an individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure the continuous improvement of this e-marketing channel.

In the dynamic and evolving tourism industry, engaging with stakeholders is essential for fostering innovation and improving service quality. However, tourism companies often struggle to meet expectations for customer satisfaction through interactivity and real-time feedback. While new digital technologies can address the challenge of providing personalized travel experiences, they can also increase the workload for travel agencies due to the maintenance and updates required to keep travel details current. Intelligent chatbots and other generative artificial intelligence (GAI) tools can help mitigate these obstacles by transforming tourism and travel-related services, offering interactive guidance for both tourism companies and travelers. In this study, we explore and compare the main characteristics of existing responsive AI instruments applicable in tourism and hospitality scenarios. Then, we propose a new theoretical framework for decision making in the tourism industry, integrating GAI technologies to enable agencies to create and manage itineraries, and tourists to interact online with these innovative instruments. The advantages of the proposed framework are as follows: (1) providing a comprehensive understanding of the transformative potential of new generation AI tools in tourism and facilitating their effective implementation; (2) offering a holistic methodology to enhance the tourist experience; (3) unifying the applications of contemporary AI instruments in tourism activities and paving the way for their further development. The study contributes to the expanding literature on tourism modernization and offers recommendations for industry practitioners, consumers, and local, regional, and national tourism bodies to adopt a more user-centric approach to enhancing travel services.

The objective of this study is to investigate and determine factors influencing user perception and acceptance of electronic government services in the context of technological advancements. The research focuses on classifying the main features of e-administrative systems with an emphasis on user satisfaction by integrating both traditional and modern data analysis techniques. Structural Equation Modelling (SEM), machine learning (ML) techniques, and multi-criteria decision-making (MCDM) methods have been applied to survey data to uncover the interdependencies between variables from the perspective of online users. The developed models discover and explain the underlying relationships in user attitudes towards e-government services. As the perception of customer satisfaction is subjective and dynamic, stakeholders should conduct regular measurements and data analysis to ensure continuous improvement of e-public services.

The goal of this study is to examine and identify the factors influencing customer attitude toward and intention to use digital wallets (electronic wallets, e-wallets) during and after the COVID-19 pandemic. A total of 257 correctly fulfilled questionnaires from an online survey were summarized. The main features of e-wallet payment systems were classified with a focus on consumer satisfaction via the integration of classic and modern data analysis methods. Structural Equation Modeling (SEM) was preferred to reveal the dependencies between the variables from e-wallets users’ perspective. The designed model can discover and explain the underlying relationships that determine the e-wallets’ adoption mechanism. The obtained results lead to specific recommendations to stakeholders in the value chain of payment processing. Financial regulatory authorities could employ the presented results in planning the development of payment systems. E-commerce marketers could utilize the proposed methodology to assess, compare and select an alternative way for order payment. E-wallet service providers could establish a reliable multi-criteria system for the evaluation of digital wallet adoption. Being aware of the most important components of e-wallets value, managers can more effectively run and control payment platforms, enhance customer experience, and thus improve the company’s competitiveness. As the perceived value of customer satisfaction is subjective and dynamic, measurements and data analysis should be conducted periodically.