Overview
Research Context
AI is becoming a critical driver of innovation across service industries, including education. In the UK and beyond, universities are prioritizing AI integration into learning and teaching experiences to enhance academic outcomes and institutional efficiency.
AI applications in education—such as intelligent tutoring systems, adaptive learning technologies, and personalized support—are showing promise in improving both student and teacher engagement. Despite growing evidence of AI's potential, there remains a significant gap in research examining its impact on the teaching and learning experience.
This project aims to address this gap by exploring the perspectives of students and faculty on AI adoption and its implications for professional practice and pedagogical innovation.
Research Objectives
This PhD project will:
- Investigate the behavioral dynamics of AI adoption in HE, focusing on both teaching and learning practices.
- Evaluate the effectiveness of AI-based innovations on teaching delivery and student outcomes.
- Provide actionable recommendations for universities integrating AI into their pedagogical frameworks.
Methodology
The research employs a two-stage sequential design:
- Stage One: Quantitative data will be gathered through post-project surveys on AI initiatives, featuring feedback from tutors, module leaders, and students. These surveys will assess the teaching and learning experience, including both closed and open-ended responses.
- Stage Two: Qualitative insights will be collected via semi-structured interviews informed by the findings from stage one. These interviews will delve into emerging themes, contradictions, and anomalies, providing a deeper understanding of AI's role in HE.
Expected outcomes
The research will produce insights in two key areas:
- Expanding theoretical and practical knowledge on AI applications in HE, focusing on behavioral and pedagogical impacts.
- Offering actionable implications for HE institutions, including strategies to overcome teaching delivery challenges through AI technologies.
Application deadlines
- Applications for the October 2025 intake close on 1st July 2025
- Applications for the January 2026 intake close on 1st October 2025.
Staff profiles
Entry qualifications
- A Master’s or Bachelor’s degree (with honours) in Education, Computer Science, Data Science, or a related field.
- Interest or experience in AI applications, educational technologies, and behavioural research.
- Strong analytical and communication skills; familiarity with research methods (quantitative and qualitative) is an advantage.
UK: Successful applicants for the PhD in Nottingham Business School normally hold a first or upper second-class honours degree from a UK university or an equivalent qualification. Candidates with a lower second-class degree may apply if they hold a Master’s degree at Merit level or higher.
International: Successful applicants for the PhD in Nottingham Business School normally hold a first or upper second-class honours degree from a UK university or an equivalent qualification.
International students will also need to meet the English language requirements - IELTS 6.5 (with minimum sub-scores of 6.0). Applicants who have taken a higher degree at a UK university are normally exempt from the English language requirements. Applicants who do not meet the English language proficiency requirement will normally be asked to complete an English Language course.
How to apply
Please visit our how to apply page for a step-by-step guide.
- Applications for the October 2025 intake close on 1st July 2025
- Applications for the January 2026 intake close on 1st October 2025.
Fees and funding
This is a self-funded PhD project for UK and International applicants.
Guidance and support
Find more information about the NBS PhD Programmes, including entry requirements and application process.
About Nottingham Business School
Nottingham Business School is triple crown accredited with EQUIS, AACSB and AMBA – the highest international benchmarks for business education. It has also been ranked by the Financial Times for its Executive Education programmes in 2023 and 2024. NBS is one of only 47 global business schools recognised as a PRME Champion, and held up as an exemplar by the United Nations of Principles of Responsible Management Education (PRME).
Its purpose is to provide research and education that combines academic excellence with positive impact on people, business and society. As a world leader in experiential learning and personalisation, joining NBS as a researcher is an opportunity to achieve your potential.