HUMAN RESOURCE SKILLS TRANSFORMATION THROUGH ARTIFICIAL INTELLIGENCE AND AUTOMATION: STRATEGIES TO DRIVE THE GROWTH OF THE CREATIVE INDUSTRY IN THE DIGITAL ERA

Abstract

This research aims to analyze the influence of Artificial Intelligence (AI) and Automation on human resource (HR) skills, with Digital Transformation as a mediating variable, in the creative industry, mainly the event organizer sector in Indonesia. The approach used is a quantitative explanatory method with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS). Primary data were collected via online questionnaires distributed. The population in this research is unknown because it involves active and experienced workers in the event organizer sector in Indonesia. The number of samples was determined using the Hair formula, with a minimum sample size of 10 times the number of research indicators. With 21 indicators, the minimum sample size is 210 respondents. The data were then processed using SmartPLS software version 3. The results of the study indicate that Artificial Intelligence (AI) has a direct effect on human resource (HR) skills. Automation is having a significant impact on Digital Transformation, and Digital Transformation has a significant effect on human resources (HR) skills. In addition, Digital Transformation also mediates the impact of Automation on HR skills.