THE INFLUENCE OF AI-DRIVEN SUSTAINABLE HUMAN RESOURCE MANAGEMENT ON EMPLOYEE CREATIVE PERFORMANCE: ANALYZING IDIOSYNCRATIC DEALS IN THE INDIAN INFORMATION TECHNOLOGY SECTOR
DOI:
https://doi.org/10.2478/eoik-2025-0081Ključne reči:
AI-enabled HR practices, Employee creative performance,, Idiosyncratic deals, SEM Analysis, Indian IT industry, SPSS AMOSApstrakt
The research explores how AI-powered sustainable HR practices
influence employee creative performance within India’s IT sector
through the mediating role of individualized agreements. The research
applies structural equation modeling to examine survey data from 360
IT professionals based on the frameworks of the Job Demands-Re-
sources model and Social Exchange Theory. AI-based training and
performance management systems raise creative performance levels
and show that ideals partially mediate these relationships. The re-
search results reveal contextual differences because ideals mediate
recruitment effects and performance management outcomes but show
no significant mediation for training interventions, likely because of
the sector’s inclination toward standardized learning approaches. The
research delivers significant theoretical advancements by analysing
AI-HRM systems in emerging economies and exploring personal
work arrangements’ limits in tech-heavy settings. These insights serve
as essential guidance for practitioners deploying HR technologies that
successfully combine standardization with personalization to promote
workplace innovation. The research reveals surprising results about
the minimal direct influence of sustainability orientation. The research
advocates for integrated strategies to synchronize sustainability initia-
tives with innovation objectives within India’s IT sector.
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