HR Professional’s Intention to Adopt and Use of Artificial Intelligence in Recruiting Talents within Pharmaceutical Industry of Pakistan

Abstract

This study aims to investigate HR professional’s intentions to use artificial intelligence (AI) for talent recruitment in Pakistan’s pharmaceutical industry. The present investigation has been done within the Pakistani setting, employing the Unified Theory of Acceptance and Use of Technology (UTAUT) as a framework. influence, facilitation condition, intention to use and actual use of AI. Drawing upon the understanding of research technique, the study employed a quantitative research approach that stayed faithful to the positivism paradigm. As for now, there is no clear evidence that Pakistan’s pharmaceutical industry officially planning to implement AI in its recruitment process. Thus, this study happens to investigate the HR Professional’s Intention to Adopt and Use of Artificial Intelligence in Recruiting Talents within the pharmaceutical industry of Pakistan. Moreover, the research opts for convenience sampling where the target population has been defined as HR professionals practicing in the pharmaceutical organizations such as Martin Dow, AGP Limited and PharmEvo Private Limited. An online questionnaire survey has been used to get 100 responses from the users. In addition to SPSS for analysing the demographic data, the researcher employed SmartPLS and select PLS-SEM as model type for assessing the constructs. Moreover, the results validated that Effort Expectancy, Facilitating Conditions, and Social Influence have a strong impact on Intention to Use, organizations need to concentrate on these aspects to promote AI. These results correspond with prior studies that also identified such associations in other settings including ERP systems, mobile banking, m-health services. The verification of most of the hypothesis concerning AI adoption in the domain of HR recruitment shows the usefulness of the UTAUT model and its appropriateness to predict technology acceptance patterns in various fields. However, the major limitation is the collection of data via HR professionals who belongs to Karachi in majority.