Optimizing University Administrative Services with Generative AI: Evidence from Email Inquiry Reduction and Assistant Performance

The integration of Generative Artificial Intelligence (GenAI) in higher education has opened new possibilities for optimizing administrative and academic services, particularly in contexts characterized by high-demand communication processes. Within the framework of service science, this study addresses the challenge of efficiently managing high volumes of email inquiries in a university master’s program, aiming to improve service quality and operational efficiency. The study examines the implementation of GenAI-based assistants, specifically NotebookLM and custom Gem AI assistants, trained in regulatory, curricular, and historical data from the University Master’s in Teacher Training at Rey Juan Carlos University. A mixed analytical approach is adopted, combining elements of data science to quantify efficiency gains and service science to analyze organizational and service-related transformations. The implementation of GenAI assistants contributes to improved response times, enhanced accuracy of information provided, and a reduction in administrative workload. The results suggest that GenAI can support the scalability and quality of academic administrative services when integrated within a structured service framework. However, its effective adoption requires careful consideration of ethical, organizational, and governance dimensions to ensure sustainable and responsible implementation.