The Role of Artificial Intelligence in Retail HRM: Enhancing Recruitment Performance and Retention Outcomes

Dr. Mohan Lal Dhaka*, M.Harisha**, Dr. Surendar Gade***

*Professor, Department of Commerce and business management, Niilm university, Haryana

**Research scholar, Department of Management, Niilm university, Haryana

***Co. supervisor and Assistant Professor, School of Commerce, NMIMS Deemed to be University, Hyderabad.

Abstract
The adoption of Artificial Intelligence (AI) in Human Resource Management (HRM) is reshaping workforce practices in the retail sector. This study investigates the impact of AI-enabled HRM systems on recruitment effectiveness, employee performance, and retention outcomes among supermarket employees in Warangal district. The research is based on primary data collected from 100 employees working in selected supermarkets using a structured questionnaire. A quantitative research approach was employed to examine employees’ perceptions of AI-based recruitment tools, performance monitoring systems, and predictive analytics used in HR functions.

The findings reveal that AI-driven recruitment systems enhance hiring efficiency by reducing screening time and improving candidate-job matching accuracy. AI-supported performance management tools contribute to higher employee productivity through real-time evaluation and objective feedback mechanisms. Additionally, predictive analytics assists in identifying turnover risks and implementing timely retention strategies, thereby improving employee stability within the organisation. However, respondents also expressed concerns regarding data privacy, transparency, and reduced interpersonal interaction in HR processes.

Keywords: Artificial Intelligence, Retail HRM, Recruitment, Employee Performance, Employee Retention, Supermarkets, Warangal District.