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Artificial Intelligence (AI) is a developing disruptive force in educational contexts and changing the education system while there is not an area that is not impacted. As "Artificial Intelligence (AI) in Higher Education" has made advances in the past several years. Educational institutions are adopting AI as a methodology to disrupt traditional methodologies of teaching and learning as AI technologies develop and evolve, providing more interactive and fruitful learning experiences. The current conceptual research addresses the issue of Artificial Intelligence (AI) in Higher Education and its impact on the future of education, including the applications, advantages, and challenges of AI. This paper focuses on the study of Artificial Intelligence (AI) in Higher Education, that is (i) to examine the notion of Artificial Intelligence (AI). (ii) to examine AI's potential to personalize learning; and to enhance effectiveness in education through the personalization of learning and digital technologies; and in enhancing administrative workflows and processes throughout higher education and to the level of effectiveness of learning and educational outcomes. (iii) to examine the barriers to application. The methodology of this research process is novel and the execution or implementation of the research process included interpretive analysis, discussion, observation, and investigation of secondary literature and educational materials such as books, articles, journals, theses, university news, expert opinion and website materials etc.