Enhancing qualitative research in higher education assessment through generative AI integration: A path toward meaningful insights and a cautionary tale

Abstract This study explores the use of generative AI, specifically Google's Bard and OpenAI's ChatGPT, to enhance qualitative research within higher education assessment, focusing on institutional assessment practitioners. Using a dataset focused on diversity, equity, and inclusion (DEI) from annual faculty assessment reports, we tested traditional analytical methods and compared them to AI‐assisted techniques, with a particular emphasis on AI's capacity to improve qualitative analysis. By exploring AI's benefits and limitations in qualitative assessment, we not only advocate for the thoughtful integration of AI technologies but also underscore the critical importance of human expertise in maintaining the depth and integrity of qualitative inquiry. We present a step‐by‐step practical guide for the assessment practitioner to integrate AI into the qualitative research process, highlighting AI's potential to deepen insights while upholding research integrity and emphasizing the necessity of human oversight.