Abstract:
Purpose – To investigate the relationship between artificial intelligence strategy (AIS), creativity-oriented
HRM (CHRM), and knowledge-sharing quality (KSQ). At individual and organisational levels, this paper
measures also the innovative work behaviour (IIWB) and effective performance (OEP) of international
organisations conducting AI-powered business practices in Egypt.
Design/methodology/approach – The authors presented a multilevel-model, after reviewing the relevant
literature, and tested it through employing mixed-methods approach. Data were collected from 168
questionnaires answered by AI-experts at IT departments of 20 international AI-powered organisations in
Egypt in addition to 25 depth interviews, AI-based focus group and international forum.
Findings – Following PLS-SEM approach, results revealed that AIS affects positively and significantly KSQ
and CHRM. CHRM affects positively and significantly KSQ and IIWB. KSQ affects positively and
significantly OEP and IIWB. The significant positive direct AIS-OEP relationship was not supported yet the
significant positive indirect relationship via KSQ was supported.
Originality/value – Empirically, it is the first research that assessed AIS-CHRM-KSQ relationship and its
effect on IIWB and OEP of AI-powered businesses from 7 sectors of an emerging economy. Conceptually,
the authors adopted an interdisciplinary approach while reflecting on the literature that studied AIS
implementation in different business functions (production, operations and supply-chain management,
human resources management, strategic management and marketing).
Practical implications – Strategic leaders and managers of different functional areas can benefit from the
empirical findings of this study as well as from the examples of best AI-enhanced practices drawn from the
literature.
