The role of artificial intelligence in linking data-driven human resources with sustainable business branding

In the era of digital transformation, Artificial Intelligence (AI) has become a critical driver in reshaping both human resources management and sustainable business branding. The main objective of this study is to explore how AI can serve as a bridge between data-driven human resource practices and sustainable brand development. This research was conducted as a review study by systematically analyzing and synthesizing scholarly articles, conference papers, and international sources related to AI applications in HR and branding. The findings reveal that AI enhances recruitment efficiency, employee performance prediction, and personalized development, thereby improving organizational performance and fairness in HR practices. Furthermore, AI strengthens branding strategies through customer behavior analysis, content personalization, and sustainability-driven initiatives. However, responsible AI implementation requires strong ethical guidelines, transparency, and alignment with sustainability goals to maximize long-term organizational trust and brand value. The results highlight that AI not only improves decision-making efficiency but also contributes to building sustainable organizational culture and competitive advantage.

Keywords:

Artificial Intelligence , Human Resources , Data-driven HR , Sustainable Branding , Organizational Performance