Understanding AI.
Informing decisions.
I am Dr. Saif Ahmed, a postdoctoral researcher at KFUPM. I study how artificial intelligence and digital transformation shape trust, organizational decisions and sustainable value creation.
Explore the research ↗About me ↗Technology, organizations
and the decisions between.
My work connects theory with empirical evidence across manufacturing, services, hospitality and digital platforms. I use SEM/PLS-SEM, mediation, moderation and prediction to examine the decisions behind technology adoption.
AI adoption, trust & risk
How organizations evaluate, accept, and scale AI under uncertainty.
Digital transformation & capabilities
How readiness and organizational capabilities support technology adoption and business change.
Platforms & digital consumer behavior
How digital platforms shape persuasion, credibility, and behavior.
Sustainability & circular economy
How consumers and organizations adopt practices that support sustainable value creation.
Selected publications.
Research at the intersection of technology, organizational change, and sustainable value creation.
Cybersecurity
Employees cybersecurity compliance behaviour: Insight from PMT, TPB and OCT theories
Information Security Journal: A Global Perspective
Sustainability
Advancing Circular Economy Implementation in Malaysian SMEs
Circular Economy and Sustainability
AI adoption
Relationship between technology readiness, AI adoption and value creation in hospitality industry
International Journal of Hospitality Management
From evidence to insight.
Three visual introductions to selected studies, with links to the complete research.
Explanatory summaries. These original diagrams summarize the published abstracts. Read each paper for the complete tested model, methods, coefficients and results.
AI adoption in hospitality
Circular economy in Malaysian SMEs
Personalization and trust in video streaming
Trust, perceived interactivity, service quality and commitment provide the wider customer-experience context.
Ideas beyond the paper.
Teaching, research collaboration, editorial service, and the exchange of ideas across disciplines.
Research in conversation.
Conference papers and presentations across technology, business, and sustainability.
Explore contributions ↗Supporting scholarship.
Editorial contributions and journal reviewing across marketing, technology, and society.
View academic service ↗From evidence to practice.
Marketing education, funded research, grants, and professional development.
Education & experience ↗Let’s explore
what comes next.
For research collaborations, speaking invitations, and applied projects:
saif@saifahmed.com ↗