PENANG: Lecturers from the School of Communication and Media and the School of Applied Creative Arts and Design at Han Chiang University College of Communication (HCUC) have secured a Silver Award at the recent International Research and Innovation Science Expo 2026.
The achievement was marked by the presentation of a medal and certificate, recognising the team’s innovation and excellence in research.
Their award-winning study, titled Human–AI Service Co-Management for Airlines: Reducing Digital Friction in AirAsia’s AskBo, was presented under the Professional Category, which featured 111 participants. The research team was led by Ts. Mohd Hanafi Jumrah, together with Nur Adillah Maaz and Nur Dania Mazlan.
Nur Adillah expressed her appreciation for the recognition, saying she was very pleased with the team’s achievement in winning the Silver Award.
“The research contributes to meaningful innovation, particularly in improving accessibility for diverse user groups and is ‘just the beginning’ of our ongoing research efforts,” she said.
The international expo gathered 498 participants from Malaysia, Thailand, the Philippines, Cameroon, and Indonesia.
Organised by DIGIT360 UiTM Startup Company in collaboration with Universiti Teknologi MARA, the event provided a global platform for researchers and innovators to present their work through virtual booths, enabling wider academic engagement across borders.
According to the research team, the study introduces a framework that combines human and artificial intelligence in airline customer service systems, particularly within AirAsia’s AskBo platform. It aims to reduce “digital friction” by improving accessibility and inclusivity for users.
The innovations include audio-based support designed for visually impaired users and visual avatar communication for deaf users, alongside a system that ensures seamless escalation to human agents when necessary. These features are intended to enhance both efficiency and user experience in digital customer service environments.
The research has also been published in the Malaysia Journal of Invention and Innovation, further establishing its academic value in the field of AI-driven service management.
The achievement reflects HCUC lecturers’ commitment to research excellence and highlights the growing importance of integrating artificial intelligence with human-centred approaches to address modern challenges in the service industry.