Harnessing the power of Gen Al innovations for knowledge asset creation in education: a strategic response to VUCA and sustainability

Purpose Despite the rapid proliferation of Generative Artificial Intelligence (GenAI) across multiple domains, limited research has examined its role in knowledge creation and business intelligence within startup ecosystems. This study aims to address this gap by exploring how GenAI contributes to the development of novel knowledge assets that enable startups to navigate volatile, uncertain, complex and ambiguous (VUCA) environments. Design/methodology/approach An inductive research design was adopted using the Gioia methodology to analyze qualitative insights drawn from existing literature and emergent conceptual evidence. This approach facilitated theory building on the applicability of GenAI in knowledge creation and business intelligence for startups. Findings The findings reveal that GenAI functions as a transformative technological capability that enables startups to generate novel knowledge assets and strengthen business intelligence practices. Several key GenAI features were identified as critical enablers of knowledge creation, supporting business process management and enhancing organizational adaptability. The analysis highlights GenAI’s need to foster core competencies that improve startup resilience within VUCA contexts. Practical implications The study provides actionable insights for startup leaders on integrating GenAI into strategic narratives to enhance decision-making, operational intelligence and competitive positioning in hyper-competitive environments. Originality/value This research represents one of the early conceptual efforts linking GenAI to knowledge asset creation in startup ecosystems. It contributes to knowledge management and business intelligence literature by advancing a novel perspective on GenAI as a strategic enabler for startups operating under conditions of extreme uncertainty.