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This research aims to explore how to enhance student engagement in higher education institutions using novel chatbots. This study's principal research methodology is design science research, which is executed in three iterations: personas elicitation, a survey and development of student engagement factor models (SEFMs), and chatbot interaction analysis. This chapter focuses on the first iteration, personas elicitation, which proposes a data-driven persona development method (DDPDM) that utilises machine learning, precisely a k-means clustering technique. Data analysis is conducted using two datasets. Eight personas are produced from the two data analyses. The pragmatic findings from this study make two contributions to the current literature. Firstly, the proposed DDPDM uses machine learning, specifically k-means clustering, to build data-driven personas. Secondly, the persona template is designed for …