Empowering HRM strategies through AI adoption to enhance innovation capability: a mixed-method approach

This study examines how advances in artificial intelligence (AI) have transformed human resource management (HRM) practices and strategies in relation to innovation capability within Indonesia’s creative industry. A mixed-methods approach was employed, combining a bibliometric analysis of the relevant literature with quantitative validation using field data. The qualitative component consisted of a systematic literature review of the Scopus and Emerald databases (Q1–Q3 journals) from 2021 to 2025, using the PRISMA flow, with VOSviewer used to map bibliometric relationships and thematic clusters. The quantitative component applied SEM-PLS with purposive sampling of 125 respondents. The findings reveal the formation of key HRM practices, including recruitment and talent mapping, training, dynamic performance, innovative culture, and engagement and retention. Quantitative results show that HRM strategies significantly influence AI adoption, which in turn has a strong positive effect on innovation capability. Mediation testing further demonstrates that AI adoption mediates the relationship between HRM practices and innovation capability in four of the five proposed hypotheses, except HR recruitment. Overall, the study confirms that AI has evolved from a supportive tool to a strategic catalyst in HRM transformation within Indonesia’s creative industry.