Аннотация
Digital transformation is in full swing, and EdTech has played a key role in modern education. Educational Technology, and Instructional Technology are used interchangeably, resulting in conceptual vagueness. The study systematizes and systematically examines the two notions, clarifies the contrasts and interrelations between them and determines the role of artificial intelligence (AI) in defining the global EdTech market and the quality of higher education.This method is a systematic literature review, according to the PRISMA methodology, and is based on publications published in the Web of Science, Scopus and Google Scholar databases for the years 2020-2025, which are concluded by a comparative analysis and systems approach. We demonstrate that EdTech operates at the macro level (systemic, strategic) and InTech at the micro level (tactical, lesson) and that the two are complementary and not competitive. AI, particularly adaptive learning, learning analytics and immersive technologies, has become the key driver of the EdTech business. It allows customization and immediate feedback. However, there are several disadvantages, such as cognitive dependency and less critical thinking. We propose a person-centered EdTech cognitive ecosystem model that integrates AI, analytics, cognition, ethics, well-being and adaptive learning to improve educational quality, while maintaining the intellectual and psychological stability of learners.