Barriers to Artificial Intelligence Adoption in the Malaysian Virtual Assistant Industry: A Mixed-Methods Study
Nurul Aisyah Kamrozzaman, Siti Aishah Sabtu, Amy Liew Xiu Jie, Noor Sahirah Md Nayan · International Journal of Research and Innovation in Social Science · 2025
As Malaysia’s digital economy evolves, there is a growing imperative for virtual assistants (VAs) to embrace artificial intelligence (AI) tools to augment service delivery and enhance professional competitiveness. Nevertheless, considerable obstacles persist especially in rural and underserved areas stemming from infrastructural deficiencies, financial limitations, and disparities in digital literacy. This mixed-methods investigation examines the obstacles encountered by Malaysian VAs in the integration of AI, with a specific focus on initiatives spearheaded by the Malaysia Digital Economy Corporation (MDEC), including the GOT Program. Data were gathered from 40 virtual assistants through both surveys and semi-structured interviews, incorporating perspectives from participants across urban and rural settings. The results indicate a heterogeneous adoption of AI, despite the acknowledged advantages of technologies such as chatbots, natural language processing systems, and predictive analytics. Principal challenges comprise affordability concerns, restricted exposure, language barriers, and apprehensions regarding job displacement. Evaluations conducted post-intervention revealed significant advancements in AI familiarity, frequency of usage, and user confidence, thereby underscoring the beneficial effects of targeted training initiatives. The study emphasizes the necessity for localized, inclusive, and culturally pertinent training programs, alongside equitable infrastructural development and supportive policy frameworks. By addressing the digital divide, this research enhances both theoretical comprehension and practical policymaking aimed at promoting inclusive AI integration within Malaysia’s freelance economy. The findings advocate for ongoing cross-sectoral collaboration to ensure that AI adoption is conducted in an ethical, accessible, and empowering manner particularly for marginalized and rural-based virtual assistants.