Artificial intelligence has transformed teachers’ teaching models. This article explores the application of artificial intelligence in basic education in Macao middle schools. This study adopts case analysis in qualitative research, using a total of eight cases from the innovative technology education platform of the Macau education and Youth Development Bureau. These data illustrate how Macao’s artificial intelligence technology promotes teaching innovation in basic education. These eight cases are closely related to the application of artificial intelligence in basic education in Macao. The survey results show that Macao’s education policy has a positive effect on teaching innovation in artificial intelligence education. In teaching practice, the school also cooperates with the government’s policy. The application of AI technology in teaching, students’ learning styles, changes in teachers’ roles, and new needs for teacher training are all influential.

In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

Introduction: Chatbots are increasingly utilized in education, offering real-time, personalized communication. While research has explored technical aspects of chatbots, user experience remains under-investigated. This study examines a model for evaluating user experience and satisfaction with chatbots in higher education. Methodology: A four-factor model (information quality, system quality, chatbot experience, user satisfaction) was proposed based on prior research. An alternative two-factor model emerged through exploratory factor analysis, focusing on “Chatbot Response Quality” and “User Experience and Satisfaction with the Chatbot.” Surveys were distributed to students and faculty at a university in Ecuador to collect data. Confirmatory factor analysis validated both models. Results: The two-factor model explained a significantly greater proportion of the data’s variance (55.2%) compared to the four-factor model (46.4%). Conclusion: This study suggests that a simpler model focusing on chatbot response quality and user experience is more effective for evaluating chatbots in education. Future research can explore methods to optimize these factors and improve the learning experience for students.

Using generative artificial intelligence systems in the classroom for law case analysis teaching can enhance the efficiency and accuracy of knowledge delivery. They can create interactive learning environments that are appropriate, immersive, integrated, and evocative, guiding students to conduct case analysis from interdisciplinary and cross-cultural perspectives. This teaching method not only increases students’ interest and participation in learning but also helps cultivate their interdisciplinary thinking and global vision. However, the application of generative artificial intelligence systems in legal education also faces some challenges and issues. If students excessively rely on these systems, their ability to think independently, make judgments, and innovate may be weakened, leading to over-trust in machines and reinforcement of value biases. To address these challenges and issues, legal education should focus more on cultivating students’ questioning skills, self-analysis abilities, critical thinking, basic legal literacy, digital skills, and humanistic spirit. This will enable students to respond to the challenges brought by generative artificial intelligence and ensure their comprehensive development in the new era.

This study aims to construct an integrative model for understanding the factors that shape Chinese tourists’ intentions to visit Thailand as a gastronomic tourism destination. In detail, we investigate the relationships among cognitive experiences, emotional experiences, cultural experiences, affective destination image, cognitive destination image, and the intention to visit Thailand for culinary experiences. Utilizing an online survey method to gather 562 Chinese tourists who have experienced Thai gastronomy, this study continues to use structural equation model to process data. The findings reveal that cognitive, emotional, and cultural experiences significantly influence tourists’ affective and cognitive destination images, positively impacting their intention to visit Thailand for its culinary offerings. The affective and cognitive destination images act as crucial mediators, intricately linking these experiences with travel intentions. This approach improves our understanding of the dynamics involved. It also provides practical insights for developing targeted marketing strategies.

Despite being controversial, teacher tenure policies are understudied, particularly in higher education contexts outside the Western world. Using semi-structured interviews with 15 university faculty members, this study explored how tenure systems influence the teaching practices, motivations, and job satisfaction of language teachers in Macau's universities. It was revealed that Macau implemented competitive, “up or out” tenure policies that were based on research output. Faculty were anxious as vague expectations heightened research priorities over teaching quality and student support. Requirements also strained collegial relationships as faculty goals focused on promotion. Veteran professors demonstrated resilience, maintaining intrinsic motivation despite policies. They advocated improving policies by promoting transparency, balancing workloads, accommodating disciplines, and communicating effectively. Using empirical data, this study identifies key policy implications for supporting teacher motivation while balancing inequality constraints. It provides empirical insight into optimizing tenure for teacher engagement and fulfillment.