МАРКЕТИНГ ПЕРСОНАЛА: ИННОВАЦИОННЫЕ ТЕХНОЛОГИИ ИСПОЛЬЗОВАНИЯ ГЕНЕРАТИВНОГО ИСКУССТВЕННОГО ИНТЕЛЛЕКТА

Abstract

The main characteristic of modern socio-economic development is the use of digital information technologies, in particular, the use of generative artificial intelligence. Artificial intelligence technologies are developing at a faster pace than originally predicted by specialists and scientists, while the areas of its use of generative artificial intelligence (AI) are also expanding. For example, the world experience of using AI in marketing personnel (selection, selection, formation of a personnel reserve, etc.) and directly in HR processes (onsite adaptation, training, payroll, termination, etc.) suggests that AI makes all processes more transparent, democratic, in compliance with the norms of social justice inherent in AI, which contributes to improving the efficiency of both HR management in the organization and the management system as a whole. The study examined the possibilities of using AI in personnel marketing and personnel management, the main positive aspects, and also paid attention to the main risks in this area. The use of generative artificial intelligence contributes to a multitude of benefits that increase the efficiency of personnel marketing and personnel management in the organization, which helps organizations scale, develop and rationally manage their resources, costs and efficiency.