The research on intellectual capital focuses on the role of innovative technologies in organizational systems, particularly in knowledge generation and learning processes. This study addresses the third stage of intellectual capital research, emphasizing how innovative technologies like generative AI (Gen AI) applications can enhance learning experiences, individual talents and personalized learning. Based on the WEST model, this study examines the relationship between attitude, competency, experience, Gen AI integration and managers’ creative involvement. Additionally, it investigates the direct and mediating roles of Gen AI integration and managers’ creative involvement in improving learning effectiveness.
A cross-sectional survey of managers from organizations operating in diverse sectors of Saudi Arabia was conducted using a web-administered structured questionnaire. PLS-based structural equation modeling was employed to assess the hypothesized relationships.
The results revealed that the manager’s Gen AI experience, competency, attitude and access positively affect its integration. However, only Gen AI competence and attitudes demonstrated the same positive impact on managers’ creative involvement. Furthermore, Gen AI integration and creative involvement positively and significantly impact learning effectiveness. The study also uncovered the positive mediation of Gen AI integration in enabling all four antecedents to enhance learning effectiveness. However, the mediation of creative involvement was corroborated only for the Gen AI attitudes and competence.
This study examines how integrating innovative technologies, such as generative AI, enhances the learning experience, develops individual talents and personalizes learning in workplace contexts at the managerial level. By providing new insights into the dynamics of generative AI integration in workplace settings, it significantly contributes to the generative AI literature.
