IMPACT OF ARTIFICIAL INTELLIGENCE-BASED PREDICTIVE ANALYTICS ON IMPROVING ACADEMIC PERFORMANCE IN PAKISTANI UNIVERSITIES: THE MODERATING ROLE OF DIGITAL LITERACY

Abstract

The integration of Artificial Intelligence (AI) in higher education has revolutionized academic performance monitoring through predictive analytics. This study investigates the impact of AI-based predictive analytics on improving academic performance in Pakistani universities, with digital literacy as a moderating factor. A quantitative research design was employed, collecting primary data from 300 students across multiple disciplines using a structured questionnaire. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that AI-based predictive analytics significantly enhances academic performance by providing personalized learning insights and early interventions. Furthermore, digital literacy strengthens this relationship, suggesting that students with higher digital competencies can better utilize AI tools for improved learning outcomes. The findings contribute to the literature on AI adoption in education and emphasize the importance of integrating digital literacy programs to maximize the benefits of AI-driven academic interventions. Practical implications for educators and policymakers include designing AI-supported learning environments and promoting digital skill development to foster student success.