Indonesia INTEGRATING ARTIFICIAL INTELLIGENCE AND NEUROMARKETING FOR SUSTAINABLE LOGISTICS INNOVATION IN MALAYSIA: A MULTI-CASE STUDY APPROACH

Hasbullah Othman, Irwan Ibrahim, Anas Afandi Ahmad Apandi, Lik Anah, Afizan AmerNon-Scopus1 Maret 2026Afiliasi: DZ, ID, MY

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This study examines how the integration of artificial intelligence and neuromarketing contributes to sustainable innovation in Malaysia’s logistics and transportation industries. Using a qualitative multiple case study design, the research explores three leading Malaysian firms: Pos Malaysia Berhad, Grab Malaysia, and GDEX Express. The aim is to understand how emotional analytics enhance customer engagement, managerial decision-making, and sustainability performance. Data were obtained through interviews and document reviews and analysed thematically using NVivo software. The findings show that AI-driven neuromarketing enables firms to interpret emotional patterns, personalise communication, and design sustainability initiatives that align with customer values. Emotional analytics improved customer satisfaction, strengthened brand trust, and supported environmentally responsible marketing practices. The study contributes to theory by extending the concept of Logistical Enabled Services through the inclusion of emotional intelligence as a key factor in digital transformation. From a managerial perspective, it offers practical guidance for logistics leaders who wish to combine technological capability with human empathy. The results indicate that emotionally aware AI applications can enhance the competitiveness and sustainability of Malaysia’s logistics ecosystem.

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