Artificial intelligence adoption among human resource professionals: Does market turbulence play a role?

Abstract

Drawing from the Technology Acceptance Model (TAM) and Technology‐Organization‐Environment (TOE) framework, this study investigates the factors that influence the adoption of artificial intelligence (AI) among human resource (HR) professionals in the tourism organizations of Malaysia. Responses were collected from 389 HR employees working at tourism organizations. Based on a partial least squares‐structural equation modeling (PLS‐SEM) analysis, results revealed that perceived ease of use, perceived usefulness, technology competency, top management support, and competitive pressure have significantly positive impacts on AI adoption in the tourism industry in Malaysia. The study's contribution to the TAM and TOE models is the inclusion of market turbulence as a moderating factor, which has been found to be a significant moderator as it enhances the understanding of HR practitioners and others regarding the factors that are most influential in AI adoption among HR employees in the tourism industry. The model developed in this study highlights how market turbulence can foster the relationship between AI adoption and organizations. In addition to the managerial and theoretical implications, the study also discusses its limitations and outlines directions for future research.

Exploring Generative AI Tools Frequency: Impacts on Attitude, Satisfaction, and Competency in Achieving Higher Education Learning Goals

“…students who are more competent in utilising AI tools are better equipped to optimise their learning experiences and outcomes. Several studies by (Islam et al, 2023;McCoy et al, 2020;Wienrich & Carolus, 2021) explain that educators can leverage this insight to prioritise the development of students' competence in making effective use of AI applications. By recognising the ongoing influence of competencies on learning effectiveness, educational institutions can design interventions that improve student proficiency in AI technologies to optimise learning outcomes and prepare students for the evolving technological landscape.…”

The Influence of Digital Technology on Marketing Strategy

“…Studies (Ghani et al, 2022;Alami et al, 2020) emphasize the importance of technology, organizational, and environmental factors in determining the successful adoption of AI in different industries. Factors such as technology competency, top management support, and competitive pressure have been identified as critical influencers in the adoption of AI technologies (Ghani et al, 2022;Islam, 2023). Furthermore, organizational conditions and factors, beyond technological challenges, are essential for realizing the value proposition of AI (Alami et al, 2020).…”