Higher educational institutions (HEIs) are increasingly adopting digital transformation strategies to enhance operational efficiency, student recruitment, and institutional competitiveness. Enterprise Resource Planning (ERP) systems have long supported administrative integration; however, the rapid development of Artificial Intelligence (AI) has enabled ERP systems to evolve into sophisticated decision-support and predictiveanalytics platforms. This research examines the role of AI-driven ERP systems in targeted student recruitment and marketing analytics, focusing on how integrated AI capabilities such as machine learning, predictive modelling, segmentation analysis, behaviour forecasting, and automated communication enhance recruitment efficiency and student conversion outcomes. Using a mixed-methods approach combining secondary literature review and a simulated dataset of 250 prospective students, the study analyses how AI-enabled ERP modules can classify leads, predict enrolment probability, optimise marketing channels, and support evidence-based decision-making. Findings reveal that AI-driven ERP systems significantly improve lead targeting accuracy, reduce marketing expenditure, personalise communication, and enhance institutional branding. The paper concludes with a set of strategic recommendations for HEIs to effectively adopt AI-based ERP solutions and calls for further empirical research on long-term impacts.