Generative AI in Ibero-American Higher Education: Adoption Factors, Regional Challenges, and Opportunities for Educational Innovation

Abstract

The rapid development of generative artificial intelligence (GenAI) tools, such as ChatGPT, is having a significant impact on higher education in in Ibero-America—a region marked by profound structural inequalities—remains critically understudied. This study uses a sequential explanatory research method to contribute to Sustainable Development Goal (SDG) 4, “Quality Education,” for equitable, inclusive quality education, using mixed methods to investigate the adoption of GenAI in 17 countries. Data was collected using a structured electronic questionnaire, which was completed by 1,523 university students. Thirty-two semi-structured interviews were also conducted with professors from private and public universities. This expansive sample is essential to capture the region’s vast socio-economic, cultural, and digital diversity, ensuring findings are representative and robust beyond isolated contexts. The PLS-SEM Comunicar, 85, XXXIV, 2026 research identified that trust (? = 0.538) and ease of use perception (? = 0.475) have a significant influence on the intention to remain (? = 0.859) and effective use. Although 66% of the teachers interviewed expressed satisfaction with GenAI, highlighting its effect in saving time and encouraging research, there are still priority concerns. Challenges include digital inequalities: 47% of those interviewed mentioned poor infrastructure and 44% pointed to a digital divide affecting rural or underserved regions. More than 40% of participants pointed to ethical issues, such as misinformation, plagiarism, and privacy risks. However, the study also identifies unique latent opportunities—where GenAI could potentially ‘leapfrog’ traditional barriers to enable personalized learning in under-resourced classrooms and foster pedagogical innovation. The findings underscore that a one-size-fits-all approach is ineffective. The study concludes with concrete recommendations for policymakers and educators, advocating for the development of context-specific ethical frameworks, strategic investment in inclusive digital infrastructure, and the creation of pedagogic models tailored to Ibero-America’s unique challenges and opportunities.