AI AND LOCAL CULTURE IN HR PRACTICE: A CASE STUDY OF TECHNOLOGY HUMANIZATION IN AN ORGANIZATION IN MANGGARAI

This study aims to understand the dynamics of the application of artificial intelligence (AI) technology in human resource management (HR) practices in organizations operating in the Manggarai region, which has a strong local cultural background. In this context, cultural values such as kinship, mutual cooperation, and verbal communication still dominate work patterns. A qualitative approach was used with a case study design. Data were collected through in-depth interviews, observations, and document studies, then analyzed thematically. The results of the study reveal four themes as conclusions: (1) the ambiguity of the role of technology in traditional work environments; (2) the humanization of technology as a bridge between local values and modernity; (3) the transformation of work culture from verbal communication to digital systems; and (4) the tension between technological efficiency and socio-psychological well-being. This study emphasizes the importance of integrating technological sophistication with local cultural values so that digital transformation does not create dehumanization but instead strengthens social relations and the meaning of work. Keywords: Artificial Intelligence, HR Management, local culture, humanization of technology, Manggarai