DOPRINOS VEŠTAČKE INTELIGENCIJE UNAPREĐENJU PROCESA SELEKCIJE I ZAPOŠLJAVANJA U UPRAVLJANJU LJUDSKIM RESURSIMA
The Contribution of Artificial Intelligence to Improving Selection and Recruitment Processes in Human Resource Management

Summary/Abstract: The rapid development of artificial intelligence (AI) over the past decade has significantly transformed human resource management, particularly in recruitment and selection. This paper aims to analyze how AI contributes to the efficiency, objectivity, and quality of the hiring process, as well as to identify key benefits and challenges of implementing these technologies in practice. Using secondary data analysis, case studies, and empirical research, the paper demonstrates that AI can shorten recruitment time by more than 70%, reduce bias in candidate selection by 20–40%, and improve hiring quality by approximately 30%. Case studies from companies such as Unilever, Hilton, and IBM confirm that AI enables data-driven decision-making, enhances the candidate experience, and increases organizational efficiency. However, the paper also highlights the need for an ethical framework and algorithmic transparency to ensure fairness and data privacy. The conclusion emphasizes that artificial intelligence has become an indispensable tool in modern human resource management which, when applied responsibly, can significantly enhance recruitment and selection processes and contribute to building a sustainable and inclusive work environment.

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