The role of artificial intelligence in green innovation by mediating knowledge management processes

Abstract

This study aims to demonstrate the role of artificial intelligence in proactive green innovation by mediating the knowledge generation process in oil companies in Nineveh Governorate, northern Iraq. Using a survey study, a questionnaire was developed as a tool for collecting data from the study sample of working individuals, numbering (1,800) participants. Based on a cross-sectional study and using the descriptive analytical method, statistical analyzes of the data collected from the field were conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) and other statistical methods implemented using (SPSSv26 SmartPLSv3.9) software. The results of the study showed that artificial intelligence has a positive and significant direct and indirect impact on green innovation. The study recommends the need to strengthen these companies with artificial intelligence techniques necessary to enhance the knowledge generation process, which in turn helps these organizations achieve their goals of remaining in competitive markets and maintaining their market influence through the sustainability of their business and preserving the environment.