1.
Murali Ramachandran
– Senior Assistant Professor, Madras Christian College.
2.
Lrk Krishnan
– Senior Assistant Professor, Madras Christian College.
3.
T. Harshitha And V Mahalakshmi
– Senior Assistant Professor, Madras Christian College.
Abstract
This study examines the transformative impact of artificial intelligence (AI) on human resources (HR) practices in the IT sector. By analyzing the development of AI and its growing dominance in employment areas, particularly recruitment, employee management, and performance measurement, the study aims to assess the efficiency and effectiveness of AI-based processes. There must be a relationship between AI-based marketing and HR Practices to enable a positive customer experience through employee branding. Through the integration of past studies and empirical investigation, this research contributes to an enhanced understanding of the role of AI in developing HR practices and its implications for organizational success within the dynamic IT industry environment.
