Artificial Intelligence in HRM: Exploring Strategic Changes in Modern Marketing Organisation

Artificial Intelligence (AI) is increasingly transforming Human Resource Management (HRM), reshaping the ways organisations recruit, develop, evaluate and manage their employees. Its integration into modern marketing organisations has created new opportunities for strategic workforce planning, talent acquisition, employee performance management, learning and development, and organisational decision-making. As marketing environments become increasingly digital, HR professionals must reconsider conventional management practices and respond to changing technological and workforce requirements. Although AI offers opportunities to improve operational efficiency, recruitment processes and workforce adaptability, its implementation also raises concerns about algorithmic bias, employee privacy, technological readiness and job displacement. This article examines the strategic changes associated with AI adoption in HRM, with particular attention to modern marketing organisations. Adopting a qualitative conceptual approach based on secondary sources, the study critically examines existing management literature, academic publications and relevant industry reports. It explores the implications of AI for organisational practices and considers the challenges associated with its implementation. The article argues that successful AI integration requires a balance between technological capabilities, human judgement, ethical responsibility and continuous workforce development. It concludes that AI should function as a strategic support mechanism that strengthens human resource capabilities rather than replacing the human dimensions of organisational management.