THE IMPACT OF DIGITAL HUMAN RESOURCE MANAGEMENT ON ENHANCING WORKFORCE FLEXIBILITY: THE MEDIATING ROLE OF GENERATIVE ARTIFICIAL INTELLIGENCE (AN APPLIED STUDY ON IRAQI TELECOMMUNICATIONS COMPANIES)
Keywords:
Digital human resource management, workforce flexibility, generative AI, Iraqi telecommunications companiesAbstract
The aim of this study was to detect the influence of digital HRM on strengthening the flexibility of the work force, in Iraqi telecommunications companies, in the context of the presence of generative artificial intelligence. The research method used in this research is descriptive analytical (quantitative) methodological approach; the purpose of this approach is to obtain data on the real phenomena that are studied descriptively, and to analyze the data to understand the phenomenon of the study. This study involved all employees in the HR and IT sector of Iraqi telecom companies. In the current study, the number of employees from the study population that was sampled was (370) using simple random sampling. The data collection instrument used by the researcher was questionnaire. After conducting the appropriate statistical analysis, the study revealed a number of results, most notably that there are partial media of artificial intelligence. It investigates the effect of digital human resource management on increasing the flexibility of the workforce in the Iraqi telecommunication companies. The researcher suggests the need to develop human resources' competences in the use of AI and digital technologies through continuous training sessions, concentrating on applying generative AI, analysing its outputs, checking their accuracy and using it responsibly.
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