Role of Artificial Intelligence in Analysing and Monitoring Reputation of University's Ranking in North Central Nigeria

Abstract

The adoption of artificial intelligence (AI) in higher education has emerged as a critical strategy for enhancing institutional performance, reputation, and competitiveness. In Nigeria, universities face increasing pressure to improve research output, operational efficiency, and stakeholder engagement, all of which influence national and international ranking. This study examines the role of AI in analysing and monitoring the reputation and ranking of the University of Agriculture, Makurdi, with the objective of assessing the effect of AI tools for data analysis and performance monitoring on university ranking and the extent to which AI-driven reputation and sentiment analysis influences stakeholders’ perceptions. The study is anchored on the Technology Acceptance Model (TAM), which posits that perceived usefulness and ease of use determine the adoption of technology and its subsequent impact on organisational outcomes. A documentary research design was adopted, utilizing secondary data including administrative records, published ranking reports, AI implementation documents, and stakeholder feedback from 2019 to 2024. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative insights from reports were subjected to thematic content analysis. Findings indicate that AI adoption has significantly improved research productivity, administrative efficiency, and national ranking, demonstrating a positive relationship between AI tools and institutional performance metrics. Similarly, AI-based reputation and sentiment analysis enhanced stakeholder perception, with measurable improvements in student satisfaction, alumni engagement, and public/media sentiment, resulting in a strengthened institutional reputation. Based on these findings, the study recommends sustained investment in AI infrastructure, capacity-building initiatives for staff, and the implementation of comprehensive AI-driven reputation management systems to optimise institutional performance and stakeholder engagement. The study concludes that AI is a strategic tool for advancing both tangible outcomes such as ranking and intangible outcomes such as reputation in Nigerian universities.