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The article examines the risks associated with the quality assurance process in higher education, focusing on various aspects that can affect the effectiveness, integrity and evolution of this process. Through the detailed analysis of the listed risks, from chaotic changes in legislation to the lack of specialized human resources and the decrease in the quality of external evaluation reports, the article explores how these aspects can influence the quality of university education and the strategic decisions of higher education institutions. Methods by which universities can manage and minimize these risks are also presented, emphasizing the need to implement proactive risk management strategies and strengthen institutional capacity to respond to the changing challenges of the educational environment. The article highlights the importance of addressing risks and opportunities in the quality assurance process, with a particular focus on the digitization of quality assurance processes as an opportunity for continuous improvement. In addition, it identifies ten risks relevant to the quality assurance process in a university, classifying them according to their consequences and evaluating them by the risk index method, for better evaluation using the risk matrix. The article emphasizes the fact that, by systematically approaching risks and opportunities and promoting the exchange of good practices between universities, it is possible to contribute to strengthening the quality of university education throughout the country, effectively responding to the ever-changing requirements of education and contributing to the development of society. [ABSTRACT FROM AUTHOR]

In recent years, artificial intelligence has started to play an important role in digital marketing. Companies are increasingly using this technology to personalize content, improve the performance of marketing campaigns and user experience. According to a Google report published in 2021, Romania is one of the leading countries in Central and Eastern Europe in terms of significant growth in digital advertising expenditure. As a result, the current research aims to assess the importance and impact of AI usage in Romanian companies that activate in digital marketing. To conduct this study, an online survey was developed consisting of 11 questions to establish the utilization of AI in digital marketing and the perception of employees in companies towards this technology. The sample group was selected from a contact list of digital marketing firms, social media, and professional groups. Out of the total of 30 responses collected, valid data was analyzed to identify emerging trends and patterns in the use of AI in digital marketing. The survey findings indicate that AI is perceived as a valuable tool for enhancing user experience and increasing the effectiveness of digital marketing campaigns. It is important to consider the ethical and confidentiality implications when utilizing customer data, and to refrain from employing AI in a harmful or intrusive manner. [ABSTRACT FROM AUTHOR]