Go to the profile of Dr Saif Ahmed

Dr Saif Ahmed (He/Him)

Graduate Research Assistant, Universiti Kebangsaan Malaysia
  • Malaysia

About Dr Saif Ahmed

I’m passionate about exploring how artificial intelligence and digital transformation can drive sustainable value co-creation across business, marketing, and tourism ecosystems. My research blends theory and practice, using PLS-SEM, ANN, and fsQCA to uncover how technology, trust, and culture shape human engagement and organizational innovation.
I’ve collaborated on cross-country projects in Malaysia, China, Indonesia, Bangladesh, and Saudi Arabia, examining topics such as AI-enabled banking trust, digital tourism, halal supply chains, and open-banking adoption.
Beyond research, I’m committed to helping organizations and policymakers translate data-driven insights into strategies that advance ethical, inclusive, and sustainable digital futures.

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