Business Models, Business Strategies, and Innovations in EdTech Companies: Integration of Learning Analytics and Artificial Intelligence in Higher Education

New data-driven business models have emerged as a direct consequence of the continuous ‘datafication’ of our social reality. Correspondingly, the market for educational services is growing rapidly. There has been a dramatic shift in the education sector as a result of the proliferation of educational technology (EdTech) businesses, delivering data-driven pedagogical solutions. Despite the present state of the industry, there are still only a small number of businesses that fully use the potential of AI and LA to provide personalized educational experiences. The primary emphasis of this study is on the motivations and challenges presently influencing data-based pedagogical and curricular pathways within the context of EdTech firms. The discourse analysis shows that the conventional educational goal and the novel notion of teaching and sharing knowledge are at polar opposites. A lack of data comprehension, ambiguity, and a lack of data sovereignty hinders the creation and execution of relevant solutions, however, simultaneously the demand for adaptation and customization drives the discourse around AI-based learning systems.