The Future of Education

Edition 14

Accepted Abstracts

Navigating GenAI Integration: EdTech Perspectives for Schools and Universities

Diana O. Koroleva, National Research University Higher School of Economics, Institute of Education, Laboratory for Educational Innovation Research, Moscow (Russian Federation)

Anastasia Andreeva, National Research University Higher School of Economics, Institute of Education, Laboratory for Educational Innovation Research, Moscow (Russian Federation)

Elizaveta R. Babasian, National Research University Higher School of Economics, School of Foreign Languages, Moscow (Russian Federation)

Evgeniia D. Shmeleva, National Research University Higher School of Economics, Institute of Education, Centre of Sociology of Higher Education, Moscow (Russian Federation)


The integration of generative artificial intelligence (GenAI) into education has prompted diverse responses worldwide, with some countries embracing it while others initially banned it but later reconsidered. Despite this, there is a growing demand for GenAI tools in education, with a significant portion of educators and students already utilizing platforms like ChatGPT for learning purposes. However, both researchers and practitioners are still in the early stages of experimentation, lacking definitive solutions for GenAI integration.

Taking an ecosystem approach, the OECD encourages considering not only traditional educational institutions but also emerging contributors like EdTech companies, which have shown agility in leveraging GenAI opportunities. This study aims to explore the practical application of GenAI within the EdTech industry, providing insights for formal education and drawing from Rogers' Innovation Diffusion Theory to chart a path for GenAI utilization.

Methodologically, the study employs qualitative research, conducting semi-structured interviews with top-level EdTech executives (N=15). Through maximum variation sampling, the research ensures diversity in company size, geographic representation, and involvement in educational content production and software development. The interviews, conducted online between May and July 2023, are transcribed, coded, and analyzed using an open coding strategy.

Key insights from the interviews reveal various vectors for integrating GenAI in EdTech, including its role in product development, organizational support, and management enhancement. These insights directly address educational needs such as improving quality, optimizing routine tasks, and enhancing leadership within educational institutions. Additionally, the study identifies four main strategies for introducing GenAI tools into educational organizations, recommending a strategy of stimulating GenAI use through supportive measures and "soft" promotion due to the conservative nature of educational institution employees.

Overall, this study provides valuable insights for stakeholders navigating GenAI integration into education, offering a nuanced understanding of its potential applications and challenges.



AI, Innovations, desired path



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Smart ranking (2023) Rating of the largest companies on the online education market. Available at: (Accessed 30 May 2023.)

Teachers and Students Embrace ChatGPT for Education. (2023, March 1). Walton Family Foundation.

UNESCO (2023, September 6). Generative Artificial Intelligence in education: What are the opportunities and challenges?

Stone, D. (2023). The OECD in the ecosystem of international organization. In The Elgar Companion to the OECD (pp. 95-104). Edward Elgar Publishing.


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