Читать книгу Impact of Artificial Intelligence on Organizational Transformation - Группа авторов - Страница 13

Akansha Mer1* and Amarpreet Singh Virdi2†

1Department of Commerce and Management, Banasthali Vidyapith, Rajasthan, India

2Department of Management Studies, Kumaun University, Bhimtal Campus, Uttarakhand, India

Abstract

Artificial Intelligence (AI) disruption is rapidly revolutionizing the various functions of HR, marketing, finance, etc. Before the advent of AI, several biases occurred on part of humans in terms of hiring, promotion, performance appraisal, compensation, etc. Similarly, in marketing, the customers’ needs and wants are of immense importance for marketers. Traditional marketing generally used feedback from consumers and also the managers had to rely on the market research to interpret the market trends, customers’ needs, tastes, and preferences. But now AI disruption has addressed the HR issues and made substantial improvements in the prediction of precise trends, customer purchase intention, and consumer behavior.

Thus, the paper attempts to unravel how AI is revolutionizing the various functions of HR and marketing. The study elucidates that AI has revolutionized the functions of HR by removing biases in recruitment and performance appraisal and is assisting the organizations in employee engagement and retention. It has made the orientation and onboarding process easy. AI has widely reduced the cost of the organizations with respect to hiring, training, etc. Similarly, in the field of marketing, the study also elucidates that with the advent of technological advancement during recent times (AI), a wealth of information about the consumers, their consumption patterns, and purchase behavior can be traced to a large extent. AI has opened an opportunity for marketers to enhance the effectiveness of the marketing campaigns which can be measured as a return on investment (ROI). AI is enhancing the marketing strategies for businesses. AI disruption is helping in quick and effective decisions. AI is optimizing the advertising and customer segmentation and is also helping companies with better product design to the delight of the customers.

Thus, the managers should look to AI as a tool for empowering and supporting their employees rather than replacing them. Since AI automates various process-oriented and administrative tasks, therefore managers should adopt AI so that they may shift their focus from administrative tasks to cross-functional reasoning tasks. Such a human-machine association will generate various new jobs and will pave way for innovation.

Keywords: Artificial intelligence, disruption, HR, marketing, chatbots, algorithms, machine learning