THE ROLE OF DIGITAL TECHNOLOGIES AND ARTIFICIAL INTELLIGENCE IN HUMAN CAPITAL MANAGEMENT

Abstract

The article examines the impact of digital technologies and artificial intelligence (AI) on human capital management processes in higher education. In the context of rapid digital transformation and the formation of the knowledge economy, it is human capital that is becoming the determining factor for the sustainable development and competitiveness of organizations. In modern management practices, digital technologies and artificial intelligence (AI) are considered as strategic resources that increase the efficiency of business processes and unleash the intellectual and creative potential of personnel.

The focus is on the transformation of traditional approaches to recruitment, training, development and retention of staff under the influence of innovative solutions. Digital technologies have significantly transformed traditional methods of personnel management. Previously, HR services focused primarily on accounting, recruitment and administrative support of employees, but in modern conditions the focus is shifting to the development and strengthening of the intellectual capital of the organization. Artificial intelligence plays a special role in this process, the use of which makes it possible to move from operational HR management to strategic knowledge and talent management.

The possibilities of using AI to optimize HR processes, predict competence needs, improve communication efficiency, and personalize employee training are analyzed.

The study concluded that there is a need for an integrated approach to the digitalization of HR management, taking into account the strategic goals of the organization and socio-ethical aspects. Artificial intelligence and digital technologies are gradually becoming a strategic resource for the development of human capital. Their use opens up new approaches to personnel management: from automation of routine processes to the formation of an innovative corporate culture, where the main role belongs to knowledge and creative ideas.

In the future, the main task of organizations will be not just the use of technological solutions, but their comprehensive integration into the human capital management system, aimed at achieving an optimal balance between digital capabilities and the development of unique human competencies.