The role of artificial intelligence in personnel recruitment processes in companies in Latacunga.
DOI:
https://doi.org/10.26871/killkana_social.v10i3.1734Keywords:
human resource management, technological innovation, artificial intelligence, personnel recruitment, information technologyAbstract
The adoption of artificial intelligence (AI) in recruitment and selection processes has become an increasingly relevant and practical strategic tool in human talent management due to its efficiency, bias reduction, and data-driven decision-making. However, most studies on this phenomenon have been conducted in contexts of high digital maturity, leaving a significant gap in emerging economies like Ecuador. This study analyzes the relationship between relative advantage and technological complexity in the use of AI for recruitment in companies in the city of Latacunga. A quantitative approach was applied, with a non-experimental, correlational design, using the PLS-SEM structural equation modeling technique. A total of 132 professionals responsible for selection processes were surveyed. The theoretical model was based on the Technology-Organization-Environment (TOE) framework and transaction cost theory. The results show that both relative advantage and technological complexity positively and significantly influence AI use, explaining, together, 81.6% of the variability in AI use, reflecting the high explanatory power of the proposed model. These findings demonstrate that local companies perceive AI as a useful and strategically valuable tool. The study also contributes to the literature by validating the TOE model in a Latin American context and provides practical guidance for implementing AI in selection processes, as well as suggesting future research directions for a more comprehensive understanding of technology adoption in emerging environments.
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