“…Researchers of LA, AI and education data science have established their potential to reshape and improve teaching, learning and curriculum (Cope & Kalantzis, ; Daniel, ; Lang, Siemens, Wise, & Gasevic, ), recognizing the ethical challenges that need confronting (Kitto & Knight, ; Slade & Prinsloo, ), values‐based approaches to analytics (Richards & Dignum, ) and the importance of theory‐building (Buckingham Shum & Knight, ). Some assessments of digital data in HE have led to ideals of the “smarter university” (Lane, ), while others more critically analyse “neoliberalizing” processes of “marketization” (Komljenovic, ), “unbundling” (McCowan, ) and commercialization made possible by “datafication” (Czerniewicz, ; Selwyn, ), and their role in creating a “student‐consumer” as an “active service‐user” of HE (Tomlinson, , p. 457).…”