caerCentral Asian Economic ReviewCentral Asian Economic Review2789-43982789-4401Университет Нархоз10.52821/2789-4401-2025-5-200-211caer-1598Research ArticleЦИФРОВАЯ ЭКОНОМИКАDIGITAL ECONOMYУправление знаниями как фактор раскрытия потенциала искусственного интеллекта в достижении устойчивой эффективностиKnowledge management as a factor in unleashing the potential of artificial intelligence for achieving sustainable performancehttps://orcid.org/0009-0006-1557-0382СарсенбаевБ. Б.SarsenbayevB. B.

Сарсенбаев Берик Бектурсынович - Магистр педагогических наук, преподаватель-лектор 

г.Талдыкорган, ул. И.Жансугурова 187 а 

Taldykorgan 

sarsenbaev_b1968@mail.ruhttps://orcid.org/0000-0001-2345-6789БаймахамбетоваГ. И.BaimakhambetovaG. I.

Баймахамбетова Гульнара Ибрагимовна - Доктор экономических наук, профессор 

г.Алматы, ул. Панфилова, 127 

Almaty

gasmin-59@mail.ruhttps://orcid.org/0000-0002-4461-7622АмантаеваР. К.AmantayevaR. K.

Амантаева Раушан Кадырбековна - магистр экономических наук, преподаватель 

Байтурсынова 47, Костанай 

Kostanay

raunur88@mail.ruЖетысуский университет имени И. ЖансугуроваКазахстанI. Zhansugurov Zhetysu UniversityKazakhstanКазахская национальная консерватория имени КурмангазыКазахстанKurmangazy Kazakh National ConservatoryKazakhstanКостанайский региональный университет имени Ахмет БайтұрсынұлыКазахстанAkhmet Baitursynuly Kostanay Regional UniversityKazakhstan20250512202505200211Copyright © Сарсенбаев Б.Б., Баймахамбетова Г.И., Амантаева Р.К., 20252025Сарсенбаев Б.Б., Баймахамбетова Г.И., Амантаева Р.К.Sarsenbayev B.B., Baimakhambetova G.I., Amantayeva R.K.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://caer.narxoz.kz/jour/article/view/1598

Цель исследования –изучение влияния использования генеративного искусственного интеллекта на устойчивую эффективность учебных заведений (колледжей) в Костанайской области, а также анализ посреднической роли способности к управлению знаниями в этой взаимосвязи.

Методология – для проведения исследования был использован количественный метод (анкетирование). Данные собирались с помощью анонимного и добровольного онлайн-опроса преподавателей из 25 государственных и частных колледжей Костанайской области. Для анализа ответов и проверки четырех гипотез применялось моделирование структурными уравнениями методом частичных наименьших квадратов (PLS-SEM) с использованием программного обеспечения SMART-PLS 4.

Оригинальность / ценность исследования – ценность работы заключается в том, что она предлагает и тестирует новую интегрированную модель, которая объединяет сложные конструкты, обеспечивая более целостное понимание факторов устойчивости.

Исследование эмпирически доказывает, что влияние использования генеративного искусственного интеллекта на устойчивую эффективность носит не прямой, а полностью посреднический характер, что подчеркивает критическую важность конструктов управления знаниями как механизма реализации потенциала технологий. Кроме того, исследование предоставляет данные из контекста Казахстана, расширяя географию исследований по данной теме. Практическая ценность состоит в рекомендации для руководителей рассматривать внедрение искусственного интеллекта как комплексную стратегическую инициативу, неразрывно связанную с развитием организационных способностей к управлению знаниями.

Результаты исследования – результаты анализа подтвердили, что применение искусственного интеллекта положительно влияет на управление знаниями, а управление знаниями, в свою очередь, положительно влияет на устойчивую эффективность. В то же время гипотеза о прямом влиянии не нашла статистического подтверждения.

Purpose of the research – to examine the influence of generative artificial intelligence use on the sustainable performance of educational institutions (colleges) in the Kostanay region, as well as to analyze the mediating role of knowledge management capability in this relationship.

Methodology – a quantitative method (survey) was used to conduct the research. Data were collected through an anonymous and voluntary online survey of faculty members from 25 public and private colleges in the Kostanay region. To analyze the responses and test four hypotheses, partial least squares structural equation modeling (PLS-SEM) was applied using the SMART-PLS 4 software.

Originality / value – the value of the work lies in its proposal and testing of a new integrated model that combines complex constructs, providing a more holistic understanding of sustainability factors. The study empirically proves that the impact of generative artificial intelligence use on sustainable performance is not direct but fully mediated, highlighting the critical importance of knowledge management constructs as a mechanism for realizing the potential of technology. Furthermore, the study provides data from the context of Kazakhstan, expanding the geographical scope of research on this topic. Its practical value consists in recommending that leaders consider the implementation of artificial intelligence as a comprehensive strategic initiative, inextricably linked to the development of organizational knowledge management capabilities.

Findings – the results of the analysis confirmed that the use of artificial intelligence positively influences knowledge management, and knowledge management, in turn, positively influences sustainable performance. At the same time, the hypothesis of a direct influence did not find statistical support.

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The authors declare that there are no conflicts of interest present.