The application of AI and product innovation efficiency: the role of knowledge innovation under SECI model

Purpose - While the impact of artificial intelligence (AI) on organizational innovation is increasingly acknowledged, empirical investigations exploring its effect on product innovation efficiency, particularly through the lens of knowledge innovation at various modes, remain scarce. This study aims to address this gap by empirically examining the influence of AI application on product innovation efficiency within firms. It further investigates the mediating role of knowledge innovation within the SECI model and the moderating effect of technological perception characteristics. Design/methodology/approach - Data were collected through a questionnaire survey administered to managers in intelligent manufacturing enterprises across China. The proposed hypotheses were tested using the PROCESS macro for SPSS, employing the bootstrapping method to assess mediation and moderation effects. Findings - Enterprise application of AI significantly influences both knowledge innovation within the SECI model and product innovation efficiency. Knowledge innovation occurring in the socialization and combination modes of the SECI model mediates the relationship between AI application and product innovation efficiency. Perceived ease of use of AI exhibits a contrasting moderating effect on AI-related relationships, while perceived usefulness does not demonstrate a significant moderating effect. Originality/value - This study contributes to the existing literature by empirically examining the influence of AI application on product innovation efficiency, mediated by knowledge innovation within the SECI model. Additionally, it explores the nuanced moderating role of AI perception characteristics, highlighting the potential duality of AI technology in driving innovation outcomes. These findings offer valuable insights for managers seeking to leverage AI for enhancing product innovation and knowledge management practices.