ARTIFICIAL INTELLIGENCE, PEOPLE ANALYTICS, AND STRATEGIC HUMAN RESOURCE MANAGEMENT: INNOVATION, DECISION-MAKING, AND DIGITAL TRANSFORMATION IN PEOPLE MANAGEMENT

Abstract

Digital transformation has brought significant changes to organizational management, especially in the field of Human Resources (HR), which has increasingly incorporated advanced technologies to optimize processes, enhance operational efficiency, and strengthen strategic decision-making. In this context, Artificial Intelligence (AI) and People Analytics have emerged as innovative tools capable of revolutionizing Strategic Human Resource Management by promoting a more data-driven approach based on evidence and performance indicators. This study aims to analyze the contributions of Artificial Intelligence and People Analytics to strategic people management, highlighting their impacts on organizational innovation, decision-making, and digital transformation processes. This is a bibliographic study developed through the analysis of scientific articles, books, and institutional documents addressing the application of these technologies in the contemporary corporate environment. The findings indicate that Artificial Intelligence enables the automation of repetitive tasks, intelligent résumé screening, talent identification, personalized training programs, and the prediction of organizational behaviors. Simultaneously, People Analytics allows for the collection, analysis, and interpretation of employee-related data, supporting more accurate decisions regarding recruitment, talent retention, performance evaluation, employee engagement, and professional development. These tools contribute to reducing subjective biases, increasing productivity, and improving organizational competitiveness. Furthermore, the integration of AI, data analytics, and people management strategies strengthens organizations’ ability to respond rapidly to market changes, transforming the Human Resources Department into an increasingly strategic sector aligned with institutional objectives. However, challenges related to ethics, data privacy, information security, and professional training remain important considerations for the successful implementation of these technologies. It is concluded that Artificial Intelligence and People Analytics represent significant drivers of innovation in Strategic Human Resource Management, contributing to the development of smarter, more efficient, and data-driven organizations capable of achieving better results and enhancing the value of human capital.