AN EMPIRICAL STUDY ON IMPACT OF ARITIFICIAL INTELIIGENCE ON HUMAN RESOUCE MANAGEMENT AND CUSTOMER SUPPORT

Artificial Intelligence (AI) is rapidly transforming the way organizations manage their workforce and interact with customers. This empirical study investigates the impact of AI on Human Resource Management (HRM) and Customer Support functions across various industries. The research aims to analyze how AI tools—such as chatbots, predictive analytics, machine learning algorithms, and virtual assistants—are influencing recruitment, employee engagement, performance appraisal, and decision-making in HRM, as well as response time, personalization, and service efficiency in customer support. Data was collected through structured questionnaires and interviews from HR professionals, customer support executives, and managerial personnel in both public and private organizations. The findings reveal that AI significantly enhances operational efficiency, reduces human error, and improves decision-making processes. However, it also raises concerns about data privacy, employee displacement, and the need for continuous upskilling. The study concludes that a strategic and ethical integration of AI can lead to substantial improvements in both HRM and customer service outcomes. Recommendations are provided for organizations to adopt AI responsibly while ensuring a balance between technology and the human touch.