The "Ed-Commerce" Frontier: Analysing AI-Driven Skill Marketplaces In Pune's Higher Education Ecosystem

The integration of Artificial Intelligence (AI) into higher education is transforming conventional degree-oriented systems into dynamic, skill-centric digital ecosystems. This study examines the emergence of AI-driven skill marketplaces within Pune’s higher education hub, particularly institutions affiliated with Savitribai Phule Pune University and private universities such as Symbiosis International University. Grounded in Human Capital Theory and digital platform economics, the research evaluates the influence of AI-personalization depth on Employability Return on Investment (ROI). A stratified sample of 420 students and 75 HR managers was analyzed using regression and moderation techniques. Findings indicate significant wage premiums, faster recruitment cycles, and higher skill mastery among AI-verified learners. Industry–Academic Synchronization strengthens the predictive relationship between AI-personalization and employability outcomes. The study proposes an Ed-Commerce Integration Framework aligned with reforms introduced by the Ministry of Education under the National Education Policy 2020.