Artificial Intelligence and the Evolution of Skill Demand in Marketing: Implications for AI-Driven Talent Acquisition in Human Resource Management— An Extended UTAUT Analysis Using PLS-SEM

This study examined the impact of artificial intelligence on evolving skill demand in marketing and its implications for AI-driven talent acquisition in human resource management using an extended UTAUT framework. The findings provide strong empirical evidence supporting the proposed model, highlighting the significant role of technological, organizational, and industry-related factors in influencing the adoption of AI-driven recruitment systems.   The results reveal that behavioral intention is a key determinant of adoption, confirming its central role in technology acceptance. Among the antecedents, facilitating conditions and effort expectancy emerged as the most influential factors, emphasizing the importance of organizational support and ease of use in driving AI adoption. Additionally, performance expectancy, industry demand, and skill transformation were found to significantly influence behavioral intention, demonstrating the relevance of both traditional UTAUT constructs and newly introduced contextual variables.   One of the key contributions of this study lies in the extension of the UTAUT model by incorporating industry demand and skill transformation, thereby providing a more comprehensive framework for understanding AI adoption in the context of workforce evolution. Furthermore, the study bridges the gap between marketing and human resource management, offering insights into how changes in skill demand influence recruitment strategies. The findings also provide important practical insights for organizations, highlighting the need to invest in AI infrastructure, training, and user-friendly systems, while aligning recruitment strategies with evolving market demands. These insights are particularly relevant for organizations seeking to remain competitive in an increasingly AI-driven environment.   In conclusion, this study underscores the growing importance of integrating AI into both marketing and HR functions and demonstrates that successful adoption depends not only on technological capabilities but also on organizational readiness and external market dynamics. The proposed model offers a robust foundation for future research exploring AI adoption and workforce transformation across different industries and contexts.

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