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Impact of Artificial Intelligence on Organizational Transformation


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Intelligence is a branch of computer science dealing with the simulation of intelligent behavior in computers.”

      According to John McCarthy, AI is “the science and engineering of making intelligent machines, especially intelligent computer programs” [22]. AI simulates intelligent behavior in computers. In ML, the machine learns on its own based on patterns and training data sets. It enables machines to process like the human brain.

      It is revolutionizing various industries. The study conducted by Xaxis [35] concluded that AI will be the next industrial revolution. The economic impact of AI is estimated to reach 13 trillion dollars by 2030 [7].

      A study carried by Oracle and human resources advisory and research firm, Future Workplace revealed that 80% of Asia Pacific (APAC) countries surveyed indicated that 50% of their employees are currently availing AI in some or the other form in their organization. The results also indicate that 77% of employees in China and 78% of employees in India have adopted AI which is more than double the 32% in France and 38% in the United Kingdom [23].

      The study is exploratory in nature. The researchers have explored various studies on the role of AI in the various functions of HR and marketing.

      1.2.1 Research Objectives

      1 To explore how AI disruption is revolutionizing HR functions.

      2 To explore how AI disruption is revolutionizing marketing functions.

      1.2.2 Data Collection

      The study is based on secondary data, sourced from various databases like Ebsco, Google Scholar, and ProQuest.

      1.3.1 Recruitment

      As against the traditional recruitment process, recruiters are now using chatbots that are powered by AI (ML) [10]. Chatbots use natural language processing to facilitate real-time interaction with the applicants through skype, email, social media, etc. They are useful in gathering a pool of information from the applicants regarding their competencies, qualification, and experience and can even generate their profile, based on the information gathered. They are programmed in such a way that they can comprehend written and oral communication and can address routine queries of the applicants appropriately. Furthermore, these chatbots are efficient enough to even prescreen potential job applicants by matching their competencies, traits, experience, culture fit, etc., with the open positions and can schedule an interview for the applicants. With the advent of AI in recruitment, the hiring process has become faster as it can auto-screen thousands of resumes in a minute which are free from biases. Examples of various chatbots used by organizations are a) IBM Watson Recruitment, b) Jobs Intelligence Maestro of DBS Bank, which has successfully decreased the time involved in screening per candidate from 32 minutes to 8 minutes [26], and c) Mya, which provides 24/7 support.

      1.3.2 Engaging the Applicants and Employees

      Example of engaging the employees: AI-backed Amber chatbot, which is used by Oyo, Marico Ltd., and many more, is instrumental in identifying disengaged workforce in the organization. Thus, the organizations can take measures to engage the disengaged workforce.

      1.3.3 Orientation and Onboarding

      Organizations organize orientation programs for acquainting the new joiners regarding the organizational culture, rules and regulations, employee benefits, etc. According to Miller, nearly 90% of the new joiners tend to miss some or the other details during the orientation program [27]. The organizations can overcome this problem by using chatbots that can answer all the queries of new joiners which they might miss during the orientation program.

      The AI-backed programs are enhancing onboarding programs as well. With the help of chatbots, the newly joined employees can get all the information regarding whom to report, their team members, what work is assigned to them, etc. Example: Amber is a chatbot that is used by Oyo, Marico Ltd., and many more. Mr. Amit Prakash, Chief HR Officer of Marico Ltd., emphasized the importance of Amber in the onboarding process in Marico Ltd. He said, “When employees join us at different locations, the supervision for onboarding employees has to be better. On the day of joining, the new members are taken out for lunch with the supervisor. For me to get into that detail is difficult. Amber helps to manage this information with little effort” [1].

      1.3.4 Performance Appraisal