Leveraging Artificial Intelligence for Synergistic Innovation in Marketing and Human Resource Management: Exploring the Role of Organizational Learning and Digital Transformation

Amid the accelerating pace of digital disruption, artificial intelligence (AI) is reshaping core organizational functions, particularly in the domains of marketing and human resource management (HRM). This study examines the strategic deployment of AI to achieve synergistic innovation by integrating marketing and HRM capabilities. A conceptual framework is proposed wherein AI adoption enhances functional performance through the mediating role of organizational learning and the moderating influence of digital transformation. To empirically test this model, data were collected via a cross-sectional survey of ۳۰۰ managers from technology-driven firms and analyzed using structural equation modeling (SEM). Results confirm that AI adoption significantly improves both marketing agility and HRM operational efficiency. Furthermore, organizational learning serves as a crucial mediator, while firms with higher levels of digital maturity experience amplified benefits from AI deployment. The findings offer theoretical contributions to the literature on AI-enabled cross-functional innovation and provide actionable insights for managers aiming to align technological capabilities with organizational learning and digital readiness strategies.

کلیدواژه ها:

Artificial Intelligence (AI) ، Marketing Innovation ، Human Resource Management ، Organizational Learning ، Digital Transformation ، Strategic Synergy