Abstract:

The field of Human Resource Management (HRM) is undergoing notable transformations, largely driven by shifts in the market and technological landscapes. These changes are giving rise to a more cross-functional and data-driven approach to HRM as in study by Galanaki at al (2019). In the context of the growing influence of artificial intelligence, the role of HRM professionals is undergoing a period of significant transformation. A growing body of research is shedding light on the ways in which new technologies are reshaping the field. In the airline industry, the optimization of HRM processes is a crucial factor in achieving operational excellence and organizational success. In particular, effective recruitment, training, leadership development, and employee engagement strategies are of significant importance, exerting a direct impact on employee productivity and loyalty. Airline companies warrant particular attention, as they effectively combine service excellence with cost efficiency through strategic personnel management as mantioned by Milek at al(2023). Furthermore, the article underscores the necessity of utilizing instruments such as the Carrotspot Motivation Value Index (CMVI) to evaluate employee satisfaction and facilitate the formulation of HR strategies, which was identified as a research objective. In order to achieve the intended goal, the main research problem was posed and framed by the question: To what extent can business intelligence (BI) tools facilitate the optimization of human resources management (HRM) processes in the context of emerging technologies? Specific questions were posed to supplement the aforementioned inquiries. What tools are utilized to quantify positive and negative emotional states associated with work? Additionally, what are the prevailing trends in HRM processes within aviation organizations? A comprehensive approach, encompassing strategic management and personnel optimization, is indispensable for organizational success in the aviation industry. The methodology presented in the study is concerned with a comparative analysis of individual data obtained from a sample airline company « X ». The synthesis of the research problem also takes into account an analysis of the literature review.