Artificial Intelligence in HR Services and Employee Experience: The Role of Personalization and Organizational Digital Culture

The present study examines the role of AI-driven tools in influencing the employee experience quality, proposing a moderated mediation model that employed perceived personalization quality as mediator and organizational digital culture as moderator. Data were collected via a structured online survey from 491 executive managers, HR managers, HR specialist across medium to large organizations. A dual-stage analytical approach was employed: partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis. AI-driven HR personalization notably enhances perceived personalization quality, which is positively related to employee experience quality. Perceived personalization quality mediates the relationship between AI-enabled HR personalization and employee experience quality. Organizational digital culture significantly strengthens the impact of AI-enabled HR personalization on perceived personalization quality, supporting its moderating role. This study adds value to the digital HRM literature by synthesizing resource-based view (RBV), technology acceptance model (TAM) and socio-technical systems (STS) theory in an integrated model.