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Nor Farzana Abd Ghani began her professional journey as a Junior Consultant at an ICT consulting firm in MSC Cyberjaya (2002–2004) before joining the School of Computing, Universiti Utara Malaysia (UUM) as an academic in 2006. Currently serving as Senior Lecturer of UUM Kuala Lumpur Campus, her research, consultancy, and community engagement focus on the strategic use of ICT, including e-commerce application evaluation, digital inclusion, rural ICT development, and the application of Data Envelopment Analysis (DEA) in management. Nor Farzana has published widely in SCOPUS-indexed journals and proceedings in the fields of ICT and Information Systems. From 2007 to 2013, she served as a Fellow at the ITU-UUM Asia Pacific Centre of Excellence, conducting research on bridging the digital divide in rural Malaysia. During the COVID-19 pandemic, she led projects on the sustainability of Langkawi’s UNESCO-certified ceramic handicraft industry (2020–2022) and on food traceability systems for food donations to Asnaf (underserved) communities in Kedah (2020–2021), in collaboration with Kedah State Zakat Board and NGOs. Her current research interests include AI-enabled trust persona models for women gig workers (2022–2025), ICT in experiential and smart tourism (2022–2026), triadic empathy models in socially interactive agents for indigenous women (2024–2026), mobile technology for hyperlocal business empowerment (2024–2025), intelligent halal tourism to support Muslim-friendly travel in Japan (2025–2026), and improving the teaching and learning through a blended problem-based learning approach (2026-2027)
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