This article explores current trends in the integration of artificial intelligence (AI) in higher education, with a focus on personalized learning pathways and factors affecting the motivation and engagement of students and academic staff. A review of recent literature highlights AI-driven tools such as intelligent tutoring systems, adaptive learning models, educational chatbots, and predictive analytics, which can improve flexibility, accessibility, and educational quality, while enabling early identification of learning challenges and providing automated feedback. The article also presents findings from a survey conducted at the Wroclaw University of Economics and Business, examining experiences, expectations, and attitudes toward AI use in teaching. Special attention is given to the demand for more flexible, student-centred learning formats and to the challenges of implementing AI in academic settings. The results show strong support for hybrid models, alongside both optimism and ethical concerns regarding AI’s role in education. The paper concludes with practical recommendations for universities aiming to enhance personalization, reduce dropout rates, and improve program quality through responsible use of AI technologies.