Modern education faces a number of challenges related to the rapid development of technologies and the changing needs of society. An important task for educators is not only to transmit knowledge but also to foster a sustainable motivation for students to learn, especially in the field of natural sciences such as physics. Despite the immense potential of this subject in developing logical thinking and problem-solving skills, physics often poses difficulties for students and leads to a decline in interest in studying it. One of the reasons for this is the complexity of perceiving abstract concepts and the lack of connection to everyday life. Therefore, the search for new, more effective teaching methods that can help overcome these barriers and ignite interest in the subject is relevant. Digital educational content (DEC) and artificial intelligence (AI) represent one of the promising solutions capable of changing the approach to education and increasing students' motivation. The article substantiates and proves the prospects for using AI as a means of motivating students in learning physics. One of the main advantages of AI is the ability to create personalized learning programs that take into account the level of knowledge, the pace of material assimilation, and the interests of the student. This is especially relevant for studying physics, as complex and abstract concepts can be presented in an accessible and interactive form using virtual laboratories, simulators, and games. Such technologies not only make learning more engaging but also allow students to better assimilate the material, which in turn contributes to the growth of their motivation. In addition, modern AI technologies allow for the introduction of gamification elements into the educational process. The use of game mechanics such as achievements, levels, and rewards stimulates students to engage more actively in learning and creates additional external and internal motivation.