Smart PLS Structural Modelling of AI-Driven HR Practices, Entrepreneurial Success and Employer Reputation in Indian Firms

Abstract

Artificial intelligence is transforming human resource management by automating recruitment, employee development and performance management in entrepreneurial firms. Evidence on mechanisms linking AI-enabled HR practices, entrepreneurial achievement and employer reputation has been limited. This study aims to quantify relationships among AI adoption, AI system quality, entrepreneurial achievement and company reputation. Survey data from 110 HR professionals were analysed using SmartPLS with a five-point Likert scale. AI adoption affected perceived AI quality (β = 0.769, P < 0.001), indicating that integrating AI into HRM was associated with dependable systems. AI quality affected entrepreneurial achievement (β = 0.815, P < 0.001), entrepreneurial achievement significantly influenced company reputation (β = 0.375, P = 0.033), and direct links from AI adoption to entrepreneurial achievement and company reputation were not significant (β = 0.027, P = 0.352; β = 0.030, P = 0.226). These findings indicate that reputational gains stem from deploying AI in HR processes, and future research will examine longitudinal dynamics of AI-enabled HRM to support SDG-oriented governance.