Benefits Over Ethics in Faculty AI Adoption An Extended TAM Study in Iberian Higher Education

Abstract

Artificial Intelligence (AI) is reshaping education by enabling personalized learning, streamlining administrative tasks, and improving accessibility. This article critically examines AI's role in education, focusing on applications, pedagogical benefits, and ethical challenges. Through a structured questionnaire administered to 112 faculty members in Portuguese and Spanish universities and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study explores faculty perceptions of AI's impact on teaching, learning, ethical dimensions, and pedagogical sophistication. Findings highlight the importance of a human-centred, equity-driven approach that supports inclusive and ethically grounded educational practices. The article concludes with recommendations for responsible AI integration and future research directions.