📄 Abstract
Artificial Intelligence (AI) has emerged as a transformative force in modern organizations, enabling businesses to deliver highly personalized products, services, and customer interactions. AI-driven personalization has significantly altered how organizations understand consumer preferences, predict purchasing behaviour, and enhance customer experiences. Simultaneously, Human Resource Management (HRM) has evolved from an administrative function to a strategic partner responsible for developing the digital capabilities, AI competencies, and innovative culture required to support successful AI implementation. Employees equipped with AI literacy and customer-centric skills play a critical role in translating intelligent technologies into meaningful customer experiences that foster long-term consumer relationships. The purchasing behaviour of Millennials, Generation Z, and Generation Alpha is increasingly influenced by digital platforms, real-time recommendations, personalized communication, and seamless omnichannel experiences. These generations expect organizations to understand their preferences, protect their personal data, and provide customized solutions that create value beyond traditional products and services. Consequently, organizations must integrate AI-enabled personalization with effective HRM practices to build customer trust, improve satisfaction, and strengthen consumer loyalty while simultaneously achieving sustainable economic growth. This study proposes an integrated conceptual framework that examines the relationship between AI-driven personalization, Human Resource Management capabilities, customer experience, consumer loyalty, and organizational economic performance. The framework identifies customer experience as a mediating construct and digital trust as a moderating factor influencing consumer loyalty across different generational cohorts. The paper adopts a quantitative research design and recommends Structural Equation Modelling (SEM) to examine the proposed relationships. The researchers in their research contributes to the growing body of interdisciplinary research by integrating Human Resource Management, Artificial Intelligence, Marketing, Consumer Behaviour, and Economics into a unified framework.
🏷️ Keywords
📚 How to Cite:
Dr. Manjula Mallya M, Dr. N Subbukrishna Sastry , THE ROLE OF HUMAN RESOURCE MANAGEMENT IN LEVERAGING AI-DRIVEN PERSONALIZATION TO ENHANCE CUSTOMER EXPERIENCE AND CONSUMER LOYALTY AMONG MILLENNIALS, GENERATION Z, AND GENERATION ALPHA: AN ECONOMIC PERSPECTIVE , Volume 14 , Issue 6, July 2026, International Journal of Southern Economic Light (JSEL) , Pages: 1 - 29 ,