Artificial intelligence adoption among human resource professionals: Does market turbulence play a role?

Abstract Drawing from the Technology Acceptance Model (TAM) and Technology‐Organization‐Environment (TOE) framework, this study investigates factors that influence adoption of artificial intelligence (AI) among human resource (HR) professionals in tourism organizations Malaysia. Responses were collected 389 HR employees working at organizations. Based on a partial least squares‐structural equation modeling (PLS‐SEM) analysis, results revealed perceived ease use, usefulness, technology competency, top management support, competitive pressure have significantly positive impacts AI industry The study's contribution to TAM TOE models is inclusion market turbulence as moderating factor, which has been found be significant moderator it enhances understanding practitioners others regarding are most influential industry. model developed highlights how can foster relationship between In addition managerial theoretical implications, also discusses its limitations outlines directions for future research.