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<p>This study aims to examine the relationships between AI-driven communication efficiency, AI-driven engagement, and employees’ sustainable creative work behaviors (SCWB) in UK financial organizations through the mediation of engagement and the moderation of the AI-driven regulatory environment. For this purpose, data have been gathered from 242 employees and were analyzed using the PLS-SEM technique. The results demonstrate that AI-driven communication efficiency significantly impacts both AI-driven engagement and SCWB. Additionally, AI-driven engagement has a significant direct impact on SCWB. Contrary to expectations, the indirect effect of AI-driven engagement as a mediator between AI-driven communication efficiency and SCWB was not statistically significant. Furthermore, the AI-driven regulatory environment moderates the relationship between communication efficiency and engagement, and between engagement and SCWB. However, it does not significantly moderate the direct relationship between communication efficiency and SCWB. Therefore, the findings imply that financial institutions in the UK should implement supportive policies and practices that enable the effective use of AI-driven communication tools to foster innovative and sustainable work behavior. The findings provide both theoretical and practical guidance for AI implementation in organizations to foster innovation and sustainable results.</p>

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The role of artificial intelligence-driven communication, engagement, and regulatory environment in fostering sustainable creative work behavior

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年5月27日

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  • Munawar Javed Ahmad,
  • Zeshan Haider Raza,
  • Farzana Munir,
  • Muhammad Shahzeb Khan,
  • Mohsen Ali Muthanna

摘要

This study aims to examine the relationships between AI-driven communication efficiency, AI-driven engagement, and employees’ sustainable creative work behaviors (SCWB) in UK financial organizations through the mediation of engagement and the moderation of the AI-driven regulatory environment. For this purpose, data have been gathered from 242 employees and were analyzed using the PLS-SEM technique. The results demonstrate that AI-driven communication efficiency significantly impacts both AI-driven engagement and SCWB. Additionally, AI-driven engagement has a significant direct impact on SCWB. Contrary to expectations, the indirect effect of AI-driven engagement as a mediator between AI-driven communication efficiency and SCWB was not statistically significant. Furthermore, the AI-driven regulatory environment moderates the relationship between communication efficiency and engagement, and between engagement and SCWB. However, it does not significantly moderate the direct relationship between communication efficiency and SCWB. Therefore, the findings imply that financial institutions in the UK should implement supportive policies and practices that enable the effective use of AI-driven communication tools to foster innovative and sustainable work behavior. The findings provide both theoretical and practical guidance for AI implementation in organizations to foster innovation and sustainable results.