In the realm of contemporary business, Business Intelligence (BI) offers significant potential for informed decision-making, particularly among executives. However, despite its global popularity, BI adoption in Malaysia’s service sector remains relatively low, even in the face of extensive data generation. This study explores the factors influencing BI adoption in this sector, employing the Technology Acceptance Model (TAM) as its conceptual framework. Drawing on relevant BI literature, the study identifies key TAM factors that impact BI adoption. Using SEM modelling, it analyses quantitative data collected from 45 individuals in managerial roles within Malaysia’s service sector, particularly in the Klang Valley. The findings highlight the crucial role of Perceived Usefulness in influencing the Behavioral Intention to adopt BI, serving as a mediating factor between Computer Self-efficacy and BI adoption. In contrast, Perceived Ease of Use does not have a direct impact on BI adoption and does not mediate the relationship between Computer Self-efficacy and Behavioral Intention. These insights demonstrate the complex nature of BI adoption, emphasizing the importance of Perceived Usefulness in shaping Behavioral Intentions. The outcomes of the study aim to guide executives in Malaysia’s service sector, outlining key considerations for successful BI adoption.

This study investigates the role of Chat-GPT with augmented reality applications in enhancing tourism experiences in Thailand, focusing on behavioral intentions and innovation adoption to reduce stress in the tourism industry. The research addresses two key objectives: identifying factors driving consumers' behavioral intentions to adopt AR apps and evaluating the robustness of a modified innovation framework for analyzing these intentions. A conceptual model integrating innovativeness, attitudes, perceived enjoyment, and revisit intentions was developed and tested using Structural Equation Modeling with data from 430 Thai tourists who have one to three years of mobile application experience. The findings highlight that service and technology innovation significantly influence perceived enjoyment and attitude, which in turn mediate the impact on behavioral intention to adopt augmented reality applications. At a significance level of p < 0.001, perceived enjoyment and attitude were identified as critical determinants of BI, underscoring the importance of intrinsic user experiences. Tourists are more likely to adopt augmented reality technologies based on personal perceptions and enjoyment rather than external recommendations. This research provides actionable insights for stakeholders in the tourism technology ecosystem, including technology providers, marketers, and policymakers. By emphasizing the interplay of social, emotional, and hedonic factors in shaping user attitudes, the study introduces a robust framework for advancing augmented reality applications in tourism. The findings underscore the importance of user-centric design to drive technology adoption and offer strategic guidance for developers and entrepreneurs aiming to enhance tourism experiences through innovative augmented reality solutions.

Nowadays, customer service in telecommunications companies is often characterized by long waiting times and impersonal responses, leading to customer dissatisfaction, increased complaints, and higher operational costs. This study aims to optimize the customer service process through the implementation of a Generative AI Voicebot, developed using the SCRUMBAN methodology, which comprises seven phases: Objectives, To-Do Tasks, Analysis, Development, Testing, Deployment, and Completion. An experimental design was used with an experimental group and a control group, selecting a representative sample of 30 customer service processes for each evaluated indicator. The results showed a 34.72% reduction in the average time to resolve issues, a 33.12% decrease in service cancellation rates, and a 97% increase in customer satisfaction. The implications of this research suggest that the use of Generative AI In Voicebots can transform support strategies in service companies. In conclusion, the implementation of the Generative AI Voicebot has proven effective in significantly reducing resolution time and markedly increasing customer satisfaction. Future research is recommended to further explore the SCRUMBAN methodology and extend the use of Generative AI Voicebots in various business contexts.

This study aims to evaluate theories and ideas about social values and determine the high quality of virtues that potentially change social practices, thinking, self-awareness, and behavior of the individual and society. The relevance of the study of value components is determined by the fact that such values as “spirituality and morality”, “responsibility”, “justice”, “rationality”, and “security” are capable of capturing the greatest value of many interests, which allows for the integration of society. An experimental study was conducted using sociological research methods based on developed questionnaires with questions touching on the parameters of sustainable development of society, determining the high quality of virtues and behavior of the individual and society. The study was conducted from May to June 2023 (N = 1387). Based on Demoethical values, special attention is paid to global problems related to climate change and inefficient use of energy and water resources, thereby achieving the Sustainable Development Goals. As a result of the study, Demoethical values are revealed in interaction with the economic components of demography, democracy, and demoeconomics as a tool for social transformation, as they shape the harmonious vision of the world, human behavior, decisions, and relationships with other people.

In the present and future of education, fostering complex thinking, especially in the context of the Sustainable Development Goals (SDGs), is critical to lifelong learning. This study aimed to analyze learning scenarios within the framework of a model that promotes complex thinking and integrated design analysis, to identify the contributions of linking design models to the SDGs. The research question was: How does the open educational model of complex thinking link to the SDGs and scenario design? The analysis examined a pedagogical approach that introduced 33 participants to the instructional design of real-life or simulated situations to develop complex thinking skills. The categories of analysis were the model components, the SDGs, and scenario designs. The findings considered (a) innovative design capacity linked to SDG challenges, (b) linking theory and practice to foster complex thinking, and (c) the critical supporting tools for scenario design. The study intends to be of value to academic, social, and business communities interested in mobilizing complex thinking to support lifelong learning.

For centuries, stem cuttings harvested from sexually mature trees have been recognized to be more difficult to root than those from juvenile shoots. This has been poorly understood and attributed to a combination of ontogenetic and physiological ageing. The recent suggestion that micro-RNA may play a key role in phase change has stimulated a re-examination of some old data that identified pre-severance light x nutrient interactions affecting the rooting ability of stem cuttings. This was linked to vigorous growth and active photosynthesis without constraint from accumulated starch. Support for the prime importance of physiological factors was also obtained when seeking to induce physiological youth in the crowns of ontogenetically mature trees by the induction of roots within the tree crown. Meanwhile, at the other end of the phase change spectrum, floral initiation occurred when the opposite set of environmental conditions prevailed so that growth was stunted, and carbohydrates accumulated in leaves and stems. A re-examination of this literature suggests that rooting ability is driven at the level of an individual leaf and internode emerging from the terminal bud affecting both morphological and physiological activity. In contrast, flowering occurs when internode elongation and assimilate mobilization were hindered. It is therefore suggested that the concepts of juvenility and ageing are not relevant to vegetative propagation and should instead be replaced by physiological and morphological ‘fitness’ to root.