What Drives AI Implementation in HR Processes? A Multimethod Study on the Indian IT Sector
Santoshi Sengupta, Akanksha Jaiswal, Spardha Bisht · Academy of Management Proceedings · 2025
The landscape of human resources (HR) has been dynamically reinvented by emerging technologies such as Artificial Intelligence (AI) at a worldwide level. With reference to this, the current study aims to explore the factors that drive AI implementation in HR processes in Indian IT organizations. Using a multi-method approach, we conducted two studies. In Study 1, we conducted interviews of 11 HR managers from middle and top-level management across various IT organizations in India. Drawing our conceptual framework from study 1 and using the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical lens, study 2 tested the hypothesized relationships using survey data from 200 employees working in the IT industry. Deploying the Gioia’s methodology, Study 1 resulted in five aggregate dimensions– performance gains, usability, organizational support, attitude, and intention to use. Study 2 found that performance gains significantly predicted employees’ intention to use AI while usability did not. Also, we found that attitude significantly mediated the performance gains-intention to use AI and usability-intention to use AI relationships. While the moderation effect of organizational support on the performance gains-attitude-intention relationship was not found to be significant, the moderation effect was significant on the usability-attitude-intention relationship. The current study provides novel insights from HR managers to highlight the individual and organizational factors influencing the effective implementation of AI across different HR processes in Indian IT organizations. Keywords: Artificial Intelligence, HR processes, HR professionals, UTAUT India