Artificial Intelligence in Human Resource Management: Strategic Reconsideration of Employer Branding through Intelligent Avatars (Case Study: Iran’s Power Industry)
Subject Areas : Special
Hassan Azari
1
,
Vahidreza Mirabi
2
*
,
daryoosh gholamzadeh
3
1 - Ph.D. student, Department of Management, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Management, Faculty of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Governmental Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract :
In response to the growing digital disruption in human resource management (HRM), this study examines the transformative role of intelligent AI-driven avatars in enhancing employer branding within Iran's power industry—a sector traditionally resistant to high-tech HR innovations. Utilizing an exploratory sequential mixed-methods design, this research integrates thematic analysis of expert interviews with quantitative structural equation modeling (SEM) based on data from 384 industry employees. Findings reveal that AI avatars significantly improve employee experience, organizational interaction, and perceived fairness in evaluation processes, which collectively strengthen employer brand equity and job satisfaction. However, implementation challenges—including ethical concerns, data privacy, and cultural misalignment—highlight the necessity for transparent and context-aware AI strategies. This study proposes a novel conceptual framework that bridges technological, psychological, and socio-cultural variables, advancing scholarly discourse on human-centered AI integration in HRM and offering practical pathways for digital transformation in traditional industries
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