AI in Customer Service, HR, and Administration

Abstract

The integration of AI into HRM practices is increasingly vital in Pakistan's dynamic telecom industry. This study investigates the factors influencing AI adoption in HRM, with a specific focus on the mediating role of trust. The study aims to provide insights into the unique challenges and opportunities within the Pakistani telecom sector, contributing to both industry strategy and academic discourse. By surveying 289 practitioners, the authors present findings crucial for the telecom industry, contributing to the wider AI in HRM academic conversation. The theoretical framework integrates established theories, contributing to a comprehensive mediation model tailored to the telecom sector. The research methodology outlines a survey-based approach, employing partial least squares structural equation modelling (PLS-SEM) for analysis. Descriptive statistics provide insights into the demographic characteristics of participants, while the measurement model confirms construct reliability and validity. Discriminant validity is established through correlation matrices and HTMT ratios.

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