By Ilana Brancalhão*
Formerly seen as an operational and bureaucratic segment, the HR sector has taken on a strategic role in human development within corporations with the evolution of the market and technology. Now, the area is moving towards a new transition phase in which Artificial Intelligence (AI) is positioned as a protagonist in making processes more efficient and strategic.
Without people, no business can evolve. But for HR to increasingly advance individual development strategies and humanize processes, it is necessary to automate what is basic, overcoming the human errors and difficulties that exist today. Digitalization and automation, driven by AI, allow for more effective talent management, adapted to the needs of different generations and employee profiles, in addition to reducing the time spent on operational activities.
In this context, one of the great benefits of AI in HR is its ability to personalize the employee experience. Collecting and analyzing performance, preference, and behavior data helps companies anticipate problems, including serious issues such as burnout, and take preventive action. Using health or behavioral data, such as recurring absences or reduced productivity, for example, it is possible to identify employees at risk of burnout and take action before the problem worsens.
When looking at the concept of generations, it is clear that there are differences in terms of work and how employees want to be treated, if we compare baby boomers with millennials, for example. Having these profiles digitally mapped, with the age, gender and preferences of each employee, allows organizations to improve decision-making and execute personalized directions. This makes all the difference in how employees view the company, and how employees view the company is how the entire market views the company, since they are the main propagators of the business.
Three main processes in the HR sector
With the advancement of AI in HR, three main processes are already reaping positive and agile results, reducing operational effort. The first is the creation of a culture of continuous feedback. The automation of this process, which is often neglected by managers or impacted by communication problems, allows feedback to be given quickly and efficiently, with information already existing in the company's database, which reflects in the execution of appropriate feedback and, even more, in the creation of a solid feedback culture, which truly generates positive results for people.
The second process is job descriptions. Without technological support, creating a job and compensation plan requires extensive market research and information gathering, which ends up wasting effort and hours of work from HR professionals, who could be focusing on more relevant aspects for the business, such as strengthening the organizational culture. However, it is now possible to do this detailing automatically with AI, which is much faster given the solid information base within the system.
The impact of AI on HR goes beyond simple automation. Predictive analytics capabilities, for example, can improve HR efficiency. recruitment and talent retention, adjusting selection processes based on real-time data. This ensures that the company publishes vacancies that are more in line with the market and captures more qualified resumes from the beginning, optimizing the time and cost of the process. In this scenario, having a selection process with the right characteristics can be the difference between success – or failure.
The third and final point, but no less important, is that AI is being used to humanize HR processes. By removing unconscious biases from selection processes, with a more impartial analysis of resumes, based on qualifications and skills, and not on subjective factors, technology supports the dissemination of diversity and inclusion in the corporate environment.
Market data reinforces the impact of AI on HR. According to PwC’s 2024 Global CEO Survey, 841% of CEOs whose companies have started adopting AI believe the technology will increase the efficiency of employees’ work time, and 70% say AI will significantly change the way their company creates, delivers and captures value in the next three years.
Artificial Intelligence, therefore, is helping the HR sector to become more human by automating repetitive tasks and allowing professionals to focus on their true mission: developing and caring for people.
*Ilana Brancalhão is the HR Market Manager at Grupo Benner, a company that offers business management software and technological services to revolutionize and simplify business.
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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