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Journal of Hospitality and Tourism Review
Vol 1 , Issue 1 , January - June 2026 | Pages: 112-137 | Research Paper

Technology-Driven Disruption and Sustainability in International Trade: The Role of Artificial Intelligence and Automation

Author Details ( * ) denotes Corresponding author

1. Kenneth Baaye, Faculty of Business and Communications, INTI International University, Nilai, Malaysia (I25030451@student.newinti.edu.my)
2. Doris Enimi, Faculty of Business and Communications, INTI International University, Nilai, Malaysia (I25030475@student.newinti.edu.my)
3. * Idris Oyewale Oyelakin, Faculty of Business and Communications, INTI International University, Nilai, Malaysia (idrisoyelakin@gmail.com)
4. Asnidar Hanim Yusuf, Faculty of Business Economics and Finance, Perdana University, Malaysia (asnidar.hanim@perdanauniversity.edu.my)
5. Waris Ali Khan, Graduate Business School, Graduate Business school, UCSI University, Kuala Lumpur, Malaysia (warissalikhan@gmail.com)

This study explores how technology-driven disruption influences sustainability and competitiveness in international trade, with a focus on the growing role of artificial intelligence (AI) and automation. Uneven technological advancement among nations poses a major challenge that could destabilize trade systems, reduce efficiency, and widen economic disparities if not addressed. As such, this research consolidates empirical evidence on how AI and automation are reshaping global trade structures, labor markets, and production networks. In doing so, a systematic review of 25 peer-reviewed studies published between 2019 and 2025 was conducted using thematic and comparative analyses. The findings show how technology enhances productivity, reduces transaction and logistics costs, and expands opportunities for digital service exports. Nevertheless, limited access to advanced technologies may marginalize developing economies, disrupt supply chains, and intensify unemployment in traditional sectors. The study emphasizes that integrating intelligent and automated systems into trade operations is essential to achieving sustainable and inclusive growth. It concludes by recommending adaptive policy frameworks, skills development, and equitable technology diffusion to ensure stability, resilience, and sustainability in the evolving global trading environment.

Keywords

Artificial Intelligence, Automation, Technology-Driven, Sustainability, Trade in Services, Trade Policy

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