Designing LMS and Instructional Strategies for Integrating Generative-Conversational AI

Higher education faces growing challenges in delivering personalized, scalable, and pedagogically coherent learning experiences. This study introduces a structured framework for designing an AI-powered Learning Management System (AI-LMS) that integrates generative and conversational AI to support adaptive, interactive, and learner-centered instruction. Using a design-based research (DBR) methodology, the framework unfolds through five phases: literature review, SWOT analysis, development of ethical-pedagogical principles, system design, and instructional strategy formulation. The resulting AI-LMS features modular components -- including configurable prompts, adaptive feedback loops, and multi-agent conversation flows -- aligned with pedagogical paradigms such as behaviorist, constructivist, and connectivist learning theories. By combining AI capabilities with human-centered design and ethical safeguards, this study advances a practical model for AI integration in education. Future research will validate and refine the system through real-world implementation.