In the era of digital transformation, universities are increasingly integrating Artificial Intelligence to drive innovation and improve management practices. This article focuses on the case of Sidi Mohammed Ben Abdellah University, exploring how AI acts as a catalyst for modernizing administrative, academic, and communication processes. Using a qualitative approach, data were collected through semi-structured interviews with university staff and analyzed using thematic analysis assisted by Nvivo 10 software. The results reveal that AI is central to optimizing data management, automating administrative processes and enhancing student services. It also plays a key role in financial management, recruitment, and the personalization of learning pathways. However, challenges such as data privacy, system integration, and resistance to change persist. Despite these hurdles, AI improves resource management, enhances decision-making, and fosters a more dynamic governance structure. Furthermore, the article highlights future perspectives where AI will drive greater personalization in education, immersive learning environments, and strategic decision-making. By analyzing these aspects, this research contributes to the broader understanding of AI’s role in shaping the future of higher education management.