This study investigates the role of AI awareness (AIA) in shaping employees’ innovative behavior (EIB) within the five-star hotel sector, while examining the mediating effects of psychological empowerment (PE) and digital mindset (DM). Drawing on Social Cognitive Theory, the research explores how environmental cues, such as awareness of AI technologies, interact with personal cognition to influence workplace behaviors. Data were collected from 398 full-time hotel employees using a structured survey, and analyzed using PLS-SEM. The findings indicate that AI awareness significantly enhances EIB both directly and indirectly. Specifically, AIA positively impacts PE and DM, which in turn contribute to higher levels of innovative behavior. Mediation analysis confirms that both PE and DM partially mediate the relationship between AIA and EIB, highlighting the cognitive and psychological pathways through which awareness of AI fosters innovation. The study underscores the importance of promoting AI literacy and empowering employees in technology-rich service environments to drive innovation and maintain competitive advantage in the hospitality industry.
Khairy et al. (Mon,) studied this question.