USING AI IN HR MANAGEMENT: AUTOMATION, ACCURACY AND THE RISKS OF LOSING ORGANISATIONAL IDENTITY AND STAFF MOTIVATION

Abstract

The relevance of the study is determined by the rapid digitalisation of HR processes, the growing role of artificial intelligence in management decision-making, and the emergence of new socio-psychological challenges for organisations. The use of intelligent systems in the selection, evaluation, and development of personnel today goes beyond purely technical tools and directly affects trust, motivation, and the emotional climate in teams. The purpose of this article is to provide a comprehensive analysis of the technological and human-centred aspects of AI application in HR management and to justify approaches to the formation of ethical and psychologically safe practices for its integration. The methodological basis of the study consists of an analysis of scientific publications, reviews of analytical reports by international companies (Harvard Business Review, IBM, McKinsey, WEF), methods of comparison, synthesis, content analysis, and a structural-functional approach to assessing the impact of digital tools on HR processes. The study revealed the key advantages of using AI: increased accuracy in personnel selection, optimisation of management decisions, and savings in time and resources. At the same time, a number of risks were identified: algorithmic bias, reduced interpersonal interaction, a possible decrease in employee trust in HR processes, and an impact on employee motivation and emotional state. Separate emphasis was placed on the need to maintain a balance between the analytical capabilities of AI systems and the role of humans in interpreting data, empathic interaction, and supporting organisational culture. The practical value of the article lies in formulating recommendations for HR managers on the safe and effective integration of AI into personnel management, the development of ethical standards, the prevention of negative psychological consequences, and the identification of areas for increasing employee motivation and engagement in digital transformation.