Abstract

Artificial intelligence (AI) is reshaping higher education, particularly within business education, where its integration raises important questions about pedagogy, ethics, and curriculum reform. This study explored three interconnected dimensions of AI adoption: personalization, ethics, and curriculum innovation. Drawing on frameworks such as Self-Determination Theory, the TPACK model, Responsible Innovation, and Institutional Theory, the study proposes the AI-Personalization, Ethics, and Curriculum Innovation (AI-PECI) model. The model explains how adaptive learning systems, intelligent tutoring technologies, and generative AI can improve engagement and creativity through personalized learning experiences. It also highlights the role of ethical governance in promoting trust through fairness, transparency, and data protection. At the same time, curriculum innovation focuses on integrating AI literacy and applied analytics to meet evolving industry needs.

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