Integrating AI into Strategic Human Resource Management for Sustainability in the Thai Context

Abstract

This research aims to: 1) explore the status of Artificial Intelligence (AI) applications in Human Resource Management (HRM) within large Thai enterprises, 2) develop a framework that integrates AI into Strategic HRM for social sustainability, and 3) propose practical guidelines tailored to the Thai cultural context. Adopting a mixed-methods Exploratory Sequential design, the study was conducted in two phases. Phase 1 involved qualitative in-depth interviews with 35 executives and experts, which were analyzed using thematic analysis. Phase 2 employed quantitative research through an online survey of 364 employees in large organizations, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal an "Efficiency Trap" in Thai organizations, where AI adoption prioritizes cost reduction and speed over long-term value creation. Quantitative analysis indicates that "Digital-Green Synergy" has the most significant positive influence on sustainable performance (R² = 0.612). While the cultural norm of "Kreng Jai" negatively impacts employee voice, the study establishes that "Psychological Safety" and "Human-Centric HRM" serve as effective moderators that mitigate these adverse effects. Consequently, this research proposes the "3T Framework" (Trust, Transparency, and Touch) as a strategic guide for Thai organizations to overcome cultural barriers and successfully transition into ethical, sustainable, and data-driven entities.