Role of AI Tools on Marketing Undergraduate Student Performance: A Case Study of Horizon Campus, Sri Lanka

Abstract Undergraduate students in the higher education sector in Sri Lanka utilise a range of artificial intelligence software applications. With the integration of AI, personalised learning can be developed that caters to each student's needs, thereby aiding student success and engagement. AI platforms provide instant feedback, enabling students to adaptively navigate various learning scenarios designed to simulate marketing situations, which, in turn, helps them better understand complex marketing theories and develop critical thinking skills. Nevertheless, Sri Lankan students from the public education system face an English-language barrier, often harming the quality of their applications. Research in Sri Lankan HEIs found that AI tools improve student performance in environments with weak AI infrastructure, limited educator readiness, and limited resources. Successful implementation of AI learning must be supported by investments in AI infrastructure, faculty training, and policy support to realise the full potential of AI while guaranteeing equal access for all students. In this way, AI-based tools may help transform marketing education in Sri Lanka and could eventually expand globally within the broader framework of AI-driven personalised learning and skill development. Keywords: Artificial Intelligence (AI), Marketing, Higher Education, Marketing Undergraduates, Student Performance, Higher Education Institutions