STRATEGIC AND COMMUNICATION ASPECTS FOR THE USE OF ARTIFICIAL INTELLIGENCE IN EDUCATION

The paper presents the results of a research on the possibilities of using artificial intelligence in education in the context of management decision making, creating learning content, structuring information on education and educational policies. The methodology includes qualitative methods: cyberethnographic observation and interview with experts, which used the same set of questions in order to compare information. The cyberethnographic observation is implemented in indirect synchronous communication with ChatGPT by the two researchers. The interviews with the respondents, who are experts in the education in Bulgaria, is conducted through direct communication. The comparative approach is between direct dialogue with experts and dialogue between researchers and Chatbots on the same topics and with the same questions. The aim is to establish the way of communicating with artificial intelligence and its capabilities to find and structure information on topics related to education, training, educational management, educational content creation, etc.