Table 2 Role of (generative) AI within... | Emerald Publishing

Table 2

Role of (generative) AI within KM processes

KM process	AI role	Quotes
Identification	Data collection and processing: AI can automate the gathering and analysis of large data sets, reducing the need for extensive human involvement and increasing efficiency Pattern recognition and insight generation: AI tools can uncover hidden patterns within data, leading to new insights that can significantly influence decision-making processes Market trend analysis: AI’s ability to detect key, emerging trends and shifts in the market in real time suggests its application in dynamic market analysis, helping organizations respond swiftly to changes, anticipating market movements and customer needs, thus facilitating proactive strategy adjustments	“I have to draw more and more data, and to do it, either I put many people to carry out this task, or I put robots to do this for me. In this sense, AI is perfect” [Interview #7] “Generative AI tools have been instrumental in identifying hidden patterns within our data, providing invaluable insights that were previously overlooked, with important effects on our decision-making processes” [Interview #31] “Through the use of AI, we've enhanced our ability to identify key trends and market shifts in real-time” [Interview #37] “With the help of AI-driven analytics, we were able to identify emerging market trends and customer preferences hidden within vast amounts of unstructured data. This allowed us to stay ahead of the curve and adapt our strategies proactively” [Interview #52]
Acquisition	Knowledge acquisition efficiency: AI, particularly generative tools, enhances the efficiency of extracting relevant information from varied sources, facilitating data-driven decision-making Text mining: AI-powered text mining systems transform the process of gathering information from scientific literature and industry reports, boosting efficiency and accelerating innovation Customer insights and engagement: AI applications like text recognition and augmented analytics allow for the detailed analysis of online mentions of a company, aiding in better customer acquisition, retention and service	“Generative AI tools have streamlined our knowledge acquisition process, enabling us to extract relevant information from diverse sources efficiently, empowering my team to make data-driven decisions” [Interview #40] “Our AI-powered text mining system has revolutionised how we gather information from scientific literature and industry reports. It has significantly reduced the time and effort required to collect relevant data, empowering our R&D teams to accelerate innovation” [Interview #42] “We've accelerated our knowledge acquisition efforts” [Interview #47] “Through AI tools such as text recognition and augmented analytics, we can analyse the data on how our company is mentioned online; this helped us to acquire, retain and serve better our customers” [Interview #51]
Creation	Idea and solution innovation: AI aids in generating novel ideas and solutions, fostering innovation within organizations Creative content generation: the use of (generative) AI enables the rapid creation of creative content capable of positively impacting customer engagement and satisfaction	“We use AI tools to organise and manage information within our company, find patterns, trends, and relationships between them. This has a positive impact on our decision capability” [Interview #12] “AI assist us in generating innovative ideas and solutions” [Interview #25] “In [name of the organisation], we use many AI tools – for image recognition, semantic search, and the like – to perform multiple tasks, like data analysis and content creation” [Interview #31] “Through the use of generative AI, we can generate creative content and solutions at unprecedented speed, with positive effects on our customers” [Interview #38]
Storage	Storage infrastructure transformation: AI has been pivotal in overhauling knowledge storage infrastructures, leading to the development of centralized repositories that ensure efficient access to vital insights, revolutionising knowledge storage, streamlining the organisation and retrieval of vast data sets, thereby enhancing organizational decision-making processes	“Generative AI tools modernised our knowledge storage capabilities, allowing us to organize and retrieve vast amounts of information more efficiently and positively impacting decision-making across our organization” [Interview #15] “We use Neural Network Services for classifying texts, images, and sounds, and they can be adopted in many KM processes. For example, the AI tools that allow us to classify text properly come into play on several occasions: when we need to create knowledge or when we must use what we already have [in terms of data, knowledge] in the company or when we have to storage data and information” [Interview #23] “Thanks to AI, we've transformed our knowledge storage infrastructure, creating a centralized repository that facilitates easy access to critical insights” [Interview #30]
Sharing	Facilitation of knowledge sharing: AI significantly boosts knowledge sharing among teams, ensuring swift distribution of insights and best practices, which in turn enhances decision-making and expedites innovation Real-time support: AI offers instant support and guidance to employees and customers, fostering a more informed and responsive organizational environment	“Through the use of AI, we've enhanced knowledge sharing across teams, enabling rapid dissemination of insights and best practices. All of this has improved our decision-making and accelerated our pace of innovation” [Interview #34] “AI-driven chatbots enhance our knowledge sharing by providing real-time support and guidance both to our employees and customers” [Interview #47]
Application	Decision-making support: AI supports decision-making by integrating data-driven insights into the decision-making framework Routine automation: AI optimizes knowledge application processes by automating routine tasks, thus freeing resources for more strategic activities Predictive analytics: AI allows for anticipating market demand fluctuations, enabling the strategic application of knowledge to optimise decision-making	“Our AI-powered KM processes aid intelligent decision-making” [Interview #5] “Adopting AI in KM helped our organisation to make decisions quickly, efficiently and accurately” [Interview #16] “AI tools simplify our KM process, which makes decision-making faster” [Interview #21] “We decided to invest – and a lot – in AI tools because we believe that the benefit that these bring to our KM processes also spills over into the decisions we make” [Interview #41] “Through AI, we've optimized knowledge application processes, automating routine tasks” [Interview #51] “Through predictive analytics, we've been able to anticipate market demand fluctuations and, thus, properly apply available knowledge, optimising our decisions accordingly” [Interview #51]

KM process	AI role	Quotes
Identification	Data collection and processing: AI can automate the gathering and analysis of large data sets, reducing the need for extensive human involvement and increasing efficiency Pattern recognition and insight generation: AI tools can uncover hidden patterns within data, leading to new insights that can significantly influence decision-making processes Market trend analysis: AI’s ability to detect key, emerging trends and shifts in the market in real time suggests its application in dynamic market analysis, helping organizations respond swiftly to changes, anticipating market movements and customer needs, thus facilitating proactive strategy adjustments	“I have to draw more and more data, and to do it, either I put many people to carry out this task, or I put robots to do this for me. In this sense, AI is perfect” [Interview #7]“Generative AI tools have been instrumental in identifying hidden patterns within our data, providing invaluable insights that were previously overlooked, with important effects on our decision-making processes” [Interview #31]“Through the use of AI, we've enhanced our ability to identify key trends and market shifts in real-time” [Interview #37]“With the help of AI-driven analytics, we were able to identify emerging market trends and customer preferences hidden within vast amounts of unstructured data. This allowed us to stay ahead of the curve and adapt our strategies proactively” [Interview #52]
Acquisition	Knowledge acquisition efficiency: AI, particularly generative tools, enhances the efficiency of extracting relevant information from varied sources, facilitating data-driven decision-making Text mining: AI-powered text mining systems transform the process of gathering information from scientific literature and industry reports, boosting efficiency and accelerating innovation Customer insights and engagement: AI applications like text recognition and augmented analytics allow for the detailed analysis of online mentions of a company, aiding in better customer acquisition, retention and service	“Generative AI tools have streamlined our knowledge acquisition process, enabling us to extract relevant information from diverse sources efficiently, empowering my team to make data-driven decisions” [Interview #40]“Our AI-powered text mining system has revolutionised how we gather information from scientific literature and industry reports. It has significantly reduced the time and effort required to collect relevant data, empowering our R&D teams to accelerate innovation” [Interview #42]“We've accelerated our knowledge acquisition efforts” [Interview #47]“Through AI tools such as text recognition and augmented analytics, we can analyse the data on how our company is mentioned online; this helped us to acquire, retain and serve better our customers” [Interview #51]
Creation	Idea and solution innovation: AI aids in generating novel ideas and solutions, fostering innovation within organizations Creative content generation: the use of (generative) AI enables the rapid creation of creative content capable of positively impacting customer engagement and satisfaction	“We use AI tools to organise and manage information within our company, find patterns, trends, and relationships between them. This has a positive impact on our decision capability” [Interview #12]“AI assist us in generating innovative ideas and solutions” [Interview #25]“In [name of the organisation], we use many AI tools – for image recognition, semantic search, and the like – to perform multiple tasks, like data analysis and content creation” [Interview #31]“Through the use of generative AI, we can generate creative content and solutions at unprecedented speed, with positive effects on our customers” [Interview #38]
Storage	Storage infrastructure transformation: AI has been pivotal in overhauling knowledge storage infrastructures, leading to the development of centralized repositories that ensure efficient access to vital insights, revolutionising knowledge storage, streamlining the organisation and retrieval of vast data sets, thereby enhancing organizational decision-making processes	“Generative AI tools modernised our knowledge storage capabilities, allowing us to organize and retrieve vast amounts of information more efficiently and positively impacting decision-making across our organization” [Interview #15]“We use Neural Network Services for classifying texts, images, and sounds, and they can be adopted in many KM processes. For example, the AI tools that allow us to classify text properly come into play on several occasions: when we need to create knowledge or when we must use what we already have [in terms of data, knowledge] in the company or when we have to storage data and information” [Interview #23]“Thanks to AI, we've transformed our knowledge storage infrastructure, creating a centralized repository that facilitates easy access to critical insights” [Interview #30]
Sharing	Facilitation of knowledge sharing: AI significantly boosts knowledge sharing among teams, ensuring swift distribution of insights and best practices, which in turn enhances decision-making and expedites innovation Real-time support: AI offers instant support and guidance to employees and customers, fostering a more informed and responsive organizational environment	“Through the use of AI, we've enhanced knowledge sharing across teams, enabling rapid dissemination of insights and best practices. All of this has improved our decision-making and accelerated our pace of innovation” [Interview #34]“AI-driven chatbots enhance our knowledge sharing by providing real-time support and guidance both to our employees and customers” [Interview #47]
Application	Decision-making support: AI supports decision-making by integrating data-driven insights into the decision-making framework Routine automation: AI optimizes knowledge application processes by automating routine tasks, thus freeing resources for more strategic activities Predictive analytics: AI allows for anticipating market demand fluctuations, enabling the strategic application of knowledge to optimise decision-making	“Our AI-powered KM processes aid intelligent decision-making” [Interview #5]“Adopting AI in KM helped our organisation to make decisions quickly, efficiently and accurately” [Interview #16]“AI tools simplify our KM process, which makes decision-making faster” [Interview #21]“We decided to invest – and a lot – in AI tools because we believe that the benefit that these bring to our KM processes also spills over into the decisions we make” [Interview #41]“Through AI, we've optimized knowledge application processes, automating routine tasks” [Interview #51]“Through predictive analytics, we've been able to anticipate market demand fluctuations and, thus, properly apply available knowledge, optimising our decisions accordingly” [Interview #51]

Source: Authors’ own work