Artificial intelligence (AI)-augmented knowledge management capability and clinical performance: implications for marketing strategies in health-care sector

Purpose This study aims to explore the constituents of artificial intelligence (AI)-augmented knowledge management (AIKM) capability and its impact on clinical performance (CP) in the health-care sector. It further examines the mediating role of absorptive capacity (Abs Cap) and discusses the implications of these findings for marketing strategies, highlighting how enhanced CP through AIKM can lead to more effective and patient-centered marketing approaches. Design/methodology/approach This research uses a mixed-method design. A qualitative study through semi-structured interviews was conducted to explore the facets of AIKM. The synthesis of qualitative findings infused with the relevant literature to develop a hypothesized model of AKM, Abs cap and CP metrics (e.g. diagnostic accuracy, patient satisfaction and treatment effectiveness). A survey of health-care professional in India was conducted to assess the proposed model by using structural equation modeling (PLS-SEM). Findings The results demonstrate a significant positive relationship between AIKM and CP. Moreover, Abs Cap mediates this relationship partially, highlighting its crucial role in translating improved knowledge access and analysis enabled by AI into enhanced clinical outcomes. Research limitations/implications The findings suggest that health-care organizations should invest in developing AIKM alongside strengthening Abs cap to maximize the positive impact of AI on CP and ultimately improve patient care. Future research can explore specific AIKM components and Abs cap facets influencing different aspects of CP. Originality/value This study represents a pioneering effort to conceptualize AIKM within the health-care context and empirically establish it as a higher-order factor. The inclusion of marketing strategies underscores the potential of AIKM not only in improving clinical outcomes but also in transforming health-care marketing. The mediating role of Abs Cap emphasizes the importance of organizational structures and processes that facilitate the absorption and utilization of knowledge, thereby contributing to both clinical and marketing excellence.