Artificial Intelligence in Marketing for Halal Supply Chain Management: Leveraging Technology for Strategic Growth in Malaysia

Afizan Amer and Irwan Ibrahim
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Afizan Amer: Senior Lecturer, Department of Marketing & Management, Faculty of Business and Management, university Technology MARA, Rembau, Negeri Sembilan, Malaysia.
Irwan Ibrahim: Associate Fellow, Malaysia Institute of Transport, University Teknologi MARA, Malaysia.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 3115-3124

Abstract: In recent times many sectors have been making use of various Artificial Intelligence (AI) and it has changed the landscape of marketing, enabling companies to provide better customer satisfaction than ever before, improve processes and gain wider market reach. The Halal supply chain in the country is still in an early stage but the advent of AI driven marketing can have a dynamic impact on the marketing, promoting, and delivering of Halal products. This research highlights the adoption of the artificial intelligence in marketing strategies in Halal supply chains focusing on how AI can facilitate businesses to acquire a competitive advantage in the global Halal industry. The paper highlights its importance in increasing consumer engagement, improving product traceability, personalising customer experiences, and building brand loyalty by means of a literature review, case studies and empirical study. This study also identifies challenges and opportunities in applying AI in the marketing aspect of Halal supply chain in Malaysia.

Date: 2025
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