Educational institutions are confronted with a multitude of challenges that have a detrimental effect on their functionality and competitiveness. The most salient factors include a paucity of financial resources, circumscribed professional capacity in marketing, and the declining demographic curve of the population. The ability to communicate effectively with students, parents and the general public is therefore pivotal to the success of educational institutions. Digitalisation has led to the emergence of modern communication strategies, with particular emphasis on the utilisation of artificial intelligence (AI). This study aims to examine the current state of marketing communication in private educational institutions at different levels of education (kindergarten, primary and secondary schools) and to identify barriers to its effective development. The research was conducted using a qualitative method through semi-structured interviews with 42 representatives of private educational institutions in kindergarten, primary and secondary schools. The results indicate that social media has emerged as the predominant communication platform, with Facebook being the most widely utilised platform. Kindergartens and primary schools primarily utilise organic content, while secondary schools demonstrate a higher level of engagement across a range of formats. The most significant barriers to enhancing communication are the absence of skilled personnel and limited familiarity with digital marketing strategies. The integration of artificial intelligence within educational institutions remains in its nascent stage, with considerable untapped potential. The findings of this research can assist educational institutions in formulating more effective marketing strategies and integrating AI more successfully into communication processes, thereby enhancing their competitiveness in a changing educational environment.