Jeeyoon Jeong
This study explores how AI adoption impacts innovative work behaviour in South Korean manufacturing firms, using the Job Demands-Resources model and Social Cognitive Theory. Analyzing three-wave data from 357 employees, it finds that AI adoption boosts innovative behaviour through increased job crafting, with technology self-efficacy moderating this relationship. Employees with high self-efficacy more effectively translate job crafting into innovation compared to those with low self-efficacy. Moderated mediation analysis confirms that AI’s indirect effect on innovation via job crafting is stronger when self-efficacy is high. These insights help organizations implement AI while fostering employee creativity in automated environments.