Artificial intelligence technologies in digital HR communications: prospects and risks

The author discusses artificial intelligence (AI) technologies in the field of digital HR communications, their prospects and risks. The object of the research is digital HR communications, and the subject is the use of AI technologies in personnel management and optimization of HR processes. The impact of digitalization on the processes of recruitment, adaptation, training and retention of employees is investigated, as well as the advantages and disadvantages of implementing AI in HR are analyzed. Examples of domestic and foreign platforms using machine learning algorithms to automate recruiting, predict staff turnover, and personalize corporate training are given. Barriers that slow down the integration of AI have been identified, such as high cost, the need for adaptation, and the complexity of working with big data. The strategic importance of HR digital transformation for improving business efficiency is pointed out. The prospects for the development of Russian HR solutions in the context of technological competition and government support are considered. The author uses methods of analysis, comparison, forecasting, generalization, as well as the study of statistical data. The scientific novelty of the article lies in a comprehensive analysis of the opportunities and risks of introducing artificial intelligence (AI) technologies into the field of digital HR communications. The study examines current trends in the use of AI in personnel management, analyzes domestic and foreign platforms for automating HR processes, and identifies key barriers to digitalization of HR departments in Russian companies. It is concluded that the introduction of AI can significantly improve the efficiency of HR processes, reducing time and financial costs. Western companies are more actively using AI in recruiting, employee training, and data analysis, while Russian enterprises are just beginning to adapt such technologies. The main barriers to HR digital transformation in Russia remain the high cost of development, the need to adapt foreign solutions, and insufficient digital maturity of companies. However, government support for domestic IT products can help accelerate the digitalization of HR processes. In the future, the successful integration of AI into HR communications will provide companies with competitive advantages by optimizing work processes and increasing employee motivation.