The Role of Artificial Intelligence in Improving Human Resource Management Practices in Marketing Companies

Abstract

Artificial intelligence (AI) is transforming a number of sectors, including marketing, by providing hitherto unseen possibilities for improving productivity, streamlining procedures, and providing individualized experiences. In marketing firms, human resource management (HRM) is essential for attracting, developing, and retaining talent that will propel the company's success. This study examines how AI is incorporated into HRM procedures in marketing firms, examining the effects this has on hiring, talent management, employee engagement, and overall organizational performance. This paper aims to provide insights into how AI can optimize HRM processes and support marketing companies' strategic objectives by looking at current trends, challenges, and opportunities.