AI-DRIVEN WORKFORCE PERFORMANCE: EXAMINING THE INFLUENCE OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN HOTEL ORGANISATIONS

Abstract

The development of artificial intelligence (AI) has evolved rapidly over the past several decades, transforming industries and everyday life. AI in organisations refers to technology that automates operations, enhances customer service, boosts operational efficiency, analyses customer preferences, and facilitates data-driven decisions to improve operational performance and customer satisfaction. Hotel companies are rapidly adopting AI to improve strategic decision-making, automate repetitive tasks, and provide highly customised guest experiences as the needs of contemporary visitors change and competition intensifies. This study aims to explore the influence of AI technology, namely operational efficiency, cognitive literacy, and augmented engagement, towards employee job performance among hotel employees in Putrajaya, Malaysia. A quantitative study approach has been adopted by distributing a questionnaire to 225 hotel employees. The data have been gathered and analysed using a reliability test, descriptive statistics, correlation, and multiple regression analyses. The findings indicate that the dimensions of AI technology have a significant effect on employees' job performance. The findings have revealed that cognitive literacy and augmented engagement had a significant influence on employee job performance in hotel organisations. To further enhance performance in AI-driven hotel environments, the study emphasises the importance of adopting a human-centred perspective when utilising AI. The study contributes to the limited body of research that focuses on the trends and antecedents of employee job performance in the hotel industry. Besides, it serves as a foundation, inspiring future researchers to explore other factors that may shape employee job performance, such as leadership style, organisational support, digital confidence, and motivation.