Utilizing Artificial Intelligence in Human Resources: A Qualitative Study in the Philippines

Abstract

Background/ problem: Artificial intelligence (AI) is increasingly being utilized in human resource management (HRM), thereby transforming its practice. However, nuanced literature on its use in developing contexts remains limited. Objective/ purpose: This exploratory study examined how human resources (HR) practitioners in the Philippines perceive and experience the utilization of AI in their work. Design and Methodology: Guided by the unified theory of acceptance and use of technology (UTAUT), it adopted a qualitative research design. Eleven practitioners from diverse industries were interviewed, and data were analyzed through reflexive thematic analysis. Findings: Reflexive thematic analysis identified specific themes across four UTAUT dimensions: (1) social influences (leadership influence, workforce openness/resistance, institutional influences); (2) facilitating conditions (structural barriers, change management, AI-friendly ecosystem); (3) effort expectancy (perceived tool flexibility, competency gaps, output unreliability); and (4) performance expectancy (operational efficiency, functional efficiency, strategic capacity). Findings highlight how social and organizational drivers enable AI usability to elevate HR’s strategic role. Conclusion and Implications: This study highlights the interdisciplinary nature of technology adoption in HRM by bridging topics in work psychology, management, organization development, and AI. It demonstrates that the utilization of AI’s transformative potential depends not only on technical capacity but also on addressing psychological and social barriers. Implications point to the need for greater structural support from organizations in the use of AI in HR as well as resources to develop the AI capabilities of HR practitioners.