This study explores the impact of Artificial Intelligence (AI) on personalized learning approaches within higher education institutions. The research investigates how AI-based systems, including chatbots and digital twin technologies, can enhance student support services and improve educational outcomes. Key findings indicate that AI-powered tools demonstrate significant potential in addressing academic inquiries and providing personalized assistance to students. Additionally, personalized learning approaches supported by AI have led to enhanced academic performance and increased student satisfaction. However, challenges such as technical limitations, privacy concerns, and the need for faculty training are noted. The study concludes that while AI offers transformative opportunities for higher education, its successful implementation requires careful planning, adequate resources, and ongoing evaluation. Future research should focus on long-term impacts and best practices for AI integration in educational settings.