The research was conducted by Dina Elsa, Hasnah Faizah AR, Mahdum, Hermandra, and Elmustian, all affiliated with the University of Riau. Their findings are considered significant because the rapid adoption of Generative AI is transforming higher education worldwide, while discussions about local culture and ethical foundations remain limited.
AI Is Changing Entrepreneurship Education Worldwide
Artificial intelligence is increasingly being used in universities to help students generate business ideas, design business models, and improve marketing strategies. Previous studies have shown that AI tools can strengthen entrepreneurial self-confidence and enhance students' ability to identify opportunities and adapt to changing markets.
However, according to the University of Riau researchers, most existing AI-based entrepreneurship models are heavily influenced by Western perspectives that prioritize individual achievement and economic performance.
The researchers argue that entrepreneurship is not merely an economic activity. It is also shaped by social values and cultural traditions. Without ethical guidance, AI-supported entrepreneurship may encourage individualistic and exploitative business practices.
Reviewing More Than 130 Scientific Articles
To understand global research trends, the team conducted a bibliometric analysis and systematic literature review using publications indexed in Scopus and Web of Science.
The database search covered articles published until May 5, 2026. After applying selection criteria and content screening, the researchers identified 137 relevant studies and selected 29 core articles for in-depth analysis.
They used Biblioshiny and VOSviewer software to map the intellectual structure and identify major themes in AI and entrepreneurship education.
Publications Have Increased Rapidly Since the Rise of Generative AI
The analysis revealed that interest in AI and entrepreneurship education has grown dramatically in recent years.
Several important findings emerged:
- The dataset included 137 articles published between 1993 and 2026.
- Annual publication growth reached 8.96 percent.
- A total of 406 authors contributed to this research field.
- Average document age was only 3.26 years, indicating a relatively new area of study.
- Publication output peaked in 2025 with 42 articles.
- Research activity remains dominated by institutions in China and the United States.
The researchers identified five major research clusters:
- Educational models
- Artificial intelligence
- Innovation
- Entrepreneurial opportunities
- Technology
Despite the rapid growth, cultural values and local ethics remain underrepresented in international research.
Malay Philosophy Offers an Ethical Framework
Drawing on the Malay philosophical tradition known as Tunjuk Ajar Melayu, the researchers proposed a framework for AI-based digital entrepreneurship education built around three principles.
Principle of Amanah (Trustworthiness)
At the institutional level, universities should ensure transparency, accountability, and responsible governance in the use of AI technologies.
Principle of Gotong Royong (Mutual Cooperation)
At the pedagogical level, AI should function as a collaborative partner rather than replacing human creativity. Learning should encourage cooperation among students, lecturers, and intelligent systems for the benefit of society.
Principle of Marwah (Dignity and Honor)
At the individual level, students should develop digital literacy and entrepreneurial capabilities while maintaining integrity, fairness, and respect for personal and national dignity.
According to the authors, these principles provide an ethical compass that can prevent future entrepreneurs from becoming overly dependent on technology and detached from their cultural roots.
Addressing a Gap in Global Research
The study found that most international discussions about AI ethics focus mainly on algorithmic bias, privacy, and technical governance. Few studies examine how local wisdom and cultural traditions can shape entrepreneurial character.
Dina Elsa and her colleagues from the University of Riau argue that integrating Malay values into entrepreneurship education represents a form of curriculum decolonization.
The researchers wrote that digital technologies should serve communities rather than merely maximizing efficiency and profits. They emphasized that cultural identity can become a source of authentic innovation and strategic differentiation in global markets.
Implications for Southeast Asia
The proposed framework may have implications beyond Indonesia. Universities across Southeast Asia are facing similar challenges as AI becomes embedded in teaching and business education.
The framework could help institutions produce entrepreneurs who are technologically capable while remaining socially responsible and culturally grounded.
The researchers also recommend future studies to test the effectiveness of the model in universities across Southeast Asia. They suggest developing measurement instruments based on the principles of Amanah, Gotong Royong, and Marwah to assess the resilience and ethical orientation of digital entrepreneurs in the Global South.
As Generative AI continues to reshape education and business, the University of Riau researchers believe that local wisdom can provide an important balance between technological innovation and human values.
Author Profiles
Dina Elsa, M.Pd. is a researcher and lecturer at the University of Riau whose expertise includes digital transformation, entrepreneurship education, artificial intelligence, and bibliometric analysis.
Prof. Dr. Hasnah Faizah AR, Prof. Dr. Mahdum, Prof. Dr. Hermandra, and Prof. Dr. Elmustian are senior academics at the University of Riau. Their research interests include education, Malay culture, human development, and local wisdom.
Source
Article Title: Decolonizing AI-Driven Entrepreneurship Education: A Global Bibliometric Synthesis and the Malay Etho-Cultural Framework
Authors: Dina Elsa, Hasnah Faizah AR, Mahdum, Hermandra, and Elmustian
Journal: International Journal of Economic, Finance and Business Statistics (IJEFBS)
Year: 2026
Volume: 4, Issue 3
Pages: 147–168
DOI: https://doi.org/10.59890/ijefbs.v4i3.4
URL: http://journalijefbs.my.id/index.php/ijefbs
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