This paper explores the integration of artificial intelligence (AI) and gamification within Game-Based Learning (GBL) environments, focusing on both learning enhancement and assessment improvement. Gamification techniques such as points, badges, and leaderboards have proven to increase engagement and motivation. Building upon the expanded definition of gamification proposed by Pfeiffer et al. (2020) and updated in 2024, this paper emphasizes the pivotal role of data in enhancing user engagement and learning outcomes. By leveraging AI and data analytics, gamified environments can offer personalized learning experiences and optimize educational outcomes. However, the growing use of data-driven systems raises significant ethical concerns, particularly around privacy, data security, and the potential manipulation of learner behavior. This paper explores the opportunities and challenges posed by these technologies, advocating for thoughtful implementation that prioritizes ethical considerations.

Keywords: Gamification, Artificial Intelligence, Game-Based Learning, Assessment.