Citation

Mohd Yamin, Muhammad Nadzree and Ab. Aziz, Kamarulzaman and Tan, Gek Siang and Ab. Aziz, Nor Azlina (2026) Advancing Emotion AI in Malaysia: Adoption Dynamics and Policy Impacts towards IR 5.0. PaperASIA, 42 (2b). ISSN 0218-4540

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Abstract

Emotion AI is a crucial technology for affective and cognitive computing. It allows computers to understand and even simulate human’s emotion. As we move towards the fifth industrial revolution (IR 5.0), characterized by personalization, Emotion AI stands out as a key technology that can accelerate this transition. Capability to understand and react to user’s emotion allows efficient personalized technology to be designed. Globally, governments are introducing policies on AI to better drive the sector and provide guardrails on development trajectories. These policies aim to ensure the impactful diffusion of technological advancements. The Malaysian government also introduced the National Artificial Intelligence Roadmap (AIRmap) 2021-2025 as the guidelines and policy to guide the AI advancement in Malaysia. As important as the development of Emotion AI, it is crucial to understand the factors influencing its adoption and usage among intended users. This study employs a longitudinal design to investigate the evolution of these determinants before and after the introduction of IR 4.0 and AI policies by the Malaysian government. Data analysis was performed on two collected samples: 177 respondents in the pre-policy stage and 210 respondents in the post-policy stage. The findings indicate that attitudes, subjective norms, perceived behavioral control, and awareness significantly influence Emotion AI adoption in both stages, with technology aptitude playing a moderating role. However, some dynamics differ between the pre- and post-policy stages. These insights are valuable for developing effective initiatives and programs to foster the growth of innovative Emotion AI solutions and support the nation’s transition into IR 5.0.

Item Type:	Article
Uncontrolled Keywords:	Artificial intelligence, Emotion recognition system, Human-computer interaction, Fifth Industrial Revolution (IR 5.0), Technology adoption
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.2 Electronic data processing. Information technology. Including artificial intelligence and knowledge management
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	04 Jun 2026 04:38
Last Modified:	04 Jun 2026 04:38
URII:	http://shdl.mmu.edu.my/id/eprint/15925

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