Leveraging Artificial Intelligence in Human Resource Management: A Study of Adoption and Impact in the Australian Commercial Media Industry

This research article investigates the application of artificial intelligence (AI) in human resource management (HRM) within the Australian commercial media sector, addressing a critical gap in scholarly knowledge. Despite increasing interest in AI’s potential, there is a lack of consensus among managers and HR professionals regarding its application. Through qualitative interviews with 22 industry professionals, this study examines perceptions, understanding, and the potential for leveraging AI across key HRM functions. Findings indicate significant potential for AI to enhance HRM processes, particularly in job/work design and staffing. This research contributes to a deeper understanding of AI’s role in HRM and offers insights to optimize organizational efficiency and effectiveness in the Australian commercial media sector.