Use of AI for idea generation to increase innovation outcomes at the workplace

: a moderation analysis

Abstract

Innovation is essential for organizational success in today's dynamic business landscape. This study investigates the impact of individual idea generation on innovation outcomes within the workplace and examines the moderating role of Artificial Intelligence (AI) in this relationship. Utilizing a sample of 154 employees across various industries, a regression analyseswas conducted to test hypotheses concerning the relationships among idea generation, AI use, and innovation outcomes, while controlling for demographic variables such as age, gender, education, and industry. The findings confirm a significant positive relationship between idea generation and innovation outcomes, underscoring the crucial role of individual creativity in fostering organizational innovation. AI use also exhibited a significant positive effect on innovation outcomes, indicating that AI technologies can enhance innovation processes. However, contrary to the hypothesis, the moderating effect of AI Use on the relationship between Idea Generation and Innovation Outcomes was not statistically significant. This suggests that while AI contributes independently to innovation outcomes, it may not necessarily amplify the effect of idea generation on innovation within the context of this study. These results imply that organizations should strategically implement AI tools that directly support creative processes and provide tailored support to employees to enhance technological proficiency. Limitations of the study include the sample size, reliance on self-reported data, and the cross-sectional design. Future research should consider longitudinal studies, larger and more diverse samples, and explore how different types of AI integration affect the relationship between creativity and innovation.

Date of Award	28 Mar 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Leonor Almeida (Supervisor)