Knowledge management as a factor in unleashing the potential of artificial intelligence for achieving sustainable performance

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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