Beyond the algorithm: understanding how HR professionals in Guwahati preserve human values in an era of digital transformation

Purpose As human resources (HR) departments rapidly adopt digital technologies, professionals face a growing dilemma: how to maintain their people-first approach while meeting demands for technological efficiency. This study examines how HR practitioners in Guwahati handle this challenge without losing sight of what makes their work fundamentally human-centered. Design/methodology/approach We surveyed 240 HR practitioners from different industries in Guwahati between January and August 2024. Our approach combined questionnaires and semi-structured interviews from various organizations. We analysed the responses of questionnaires using SPSS 28.0 and conducted thematic analysis of 32 semi-structured interviews using Braun and Clarke's (2006) six-phase methodology, supported by NVivo 12 for coding and theme development. Findings Nearly 78.3% of HR practitioners feel caught between digital efficiency demands and preserving human values (M = 3.67, Standard Deviation = 1.23). We found a strong connection between human values orientation and job satisfaction (r = 0.624, p < 0.001). When HR professionals prioritize empathy in their work, employee engagement climate significantly improves (ß = 0.487, p < 0.001), even when controlling for how much they use digital tools. Practical implications HR professionals can use our findings to reframe their role as bridges between technology and people rather than feeling forced to choose sides. Organizations should evaluate new HR technologies not just for efficiency, but for how well they support human connection and cultural sensitivity. Training programs need to teach digital skills alongside empathy and relationship-building as complementary abilities. Companies operating across different cultures should adapt their HR systems locally rather than using one-size-fits-all approaches. HR education programs can redesign curricula to show students how technology and human values work together. These changes could help create workplaces that are both efficient and genuinely supportive of employees. Originality/value This research contributes to the literature by examining how HR professionals navigate the tension between digital tools and human connection an area that hasn't been studied systematically before, especially in Northeast India's unique cultural setting.