AI-DRIVEN INNOVATION AND HUMAN RESOURCE MANAGEMENT PERFORMANCE: A COMPARATIVE QUANTITATIVE STUDY BETWEEN MOROCCO AND MALAYSIA
DOI:
https://doi.org/10.11113/ijibs.v21.196Keywords:
Artificial Intelligence, Human Resource Management, Organizational performance, PLS-SEM, Malaysia, Digital TransformationAbstract
The rapid integration of Artificial Intelligence (AI) in organizational processes is fundamentally reshaping Human Resource Management (HRM) practices and innovation ecosystems. This study examines the impact of AI adoption on HRM performance and organizational innovation, drawing a comparative analysis between Morocco and Malaysia — two emerging economies at different stages of digital transformation. Using a quantitative, survey-based approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) implemented via SmartPLS 4, data were collected from 312 HR professionals and managers (154 Moroccan, 158 Malaysian). Findings reveal that AI adoption positively and significantly influences HRM effectiveness (β = 0.487, p < 0.001) and organizational innovation (β = 0.563, p < 0.001) in both contexts. However, Malaysian firms exhibit stronger AI–innovation relationships (β = 0.621) compared to Moroccan firms (β = 0.412), attributed to more mature digital infrastructure and supportive institutional environments. The model demonstrates strong predictive validity (R² HRM = 0.531; R² Innovation = 0.612). Multi-group analysis (MGA) confirms significant cross-country moderating differences (p < 0.05). These findings offer actionable insights for HR strategists and policymakers in digitally transitioning economies.
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