OPTIMIZING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING EFFECTIVENESS OF HUMAN RESOURCE MANAGEMENT IN THE HYBRID WORK ERA

Abstract

Artificial Intelligence (AI) is emerging as a strategic instrument in enhancing the effectiveness of human resource management (HRM), especially in the increasingly relevant context of hybrid work. This article presents a conceptual literature study aimed at expanding theoretical and practical understanding of the role of AI in supporting HR functions such as recruitment, performance evaluation, talent development, and employee retention. Various national and international literature sources are referenced, including findings from Indonesian organizations that have begun integrating AI technologies into HRM systems. The study shows that the use of AI improves the speed and accuracy of HR decision-making, supports more objective evaluations, and enables personalized development pathways for employees in hybrid settings. However, the analysis also reveals several critical challenges such as digital inequality, resistance to technology, and ethical issues related to data privacy and algorithmic bias. These findings suggest that AI optimization in HRM must be supported by organizational readiness, ethical policies, and a human-centered design to ensure sustainable implementation. Therefore, the role of AI should be seen not as a replacement for human judgment, but as a complementary tool that enhances strategic HRM functions in digital era.