Knowledge-sharing behaviour as a pathway to competitive advantage: The nexus of artificial intelligence adoption and human resource competence

Orientation: The impact of artificial intelligence (AI) adoption and skills on organisational competitive advantage (CA) is examined through knowledge-sharing behaviour (KSB) in Indonesia’s creative industry. Research purpose: This study investigates the impact of AI adoption and competence on organisational CA through KSB in the creative industry in Indonesia. Motivation for the study: Indonesia’s creative industry is facing technological disruption that demands the use of AI. However, little research has demonstrated the role of a culture of knowledge sharing and individual competency in optimising CA. Research approach/design and method: The study employed quantitative methods by distributing a survey to 225 individuals working in the creative industry. Structural equation modelling (SEM) was used for analysis. Main findings: The results show that all independent variables, including AI adoption, competence, and KSB, significantly influence organisational CA. Furthermore, KSB was found to mediate the relationship between AI adoption and competence on CA. Practical/managerial implications: These findings not only add to the literature on knowledge management but also provide practical guidance for managing organisations in the digital age. A culture of knowledge sharing must be fostered to maximise the benefits of AI adoption and competence in enhancing CA. Contribution/value-add: This study demonstrates that to achieve CA, AI adoption, competencies and KSB are needed. These results demonstrate that technology alone is insufficient without structured teamwork behaviours.