Human Resource Perspective on the Use of Artificial Intelligence (AI) in the Workplace: A Qualitative Case Study of GG Bakery

Abstract

Artificial Intelligence (AI) has become an important driver of organizational transformation, particularly in Human Resource Management (HRM), by improving efficiency, supporting decision-making, and enhancing employee performance. While large organizations have increasingly adopted AI in various HR functions, studies focusing on its implementation in small and medium-sized enterprises (SMEs), particularly in the food and bakery industry, remain limited. This study aims to explore the use of AI in the workplace from a human resource perspective through a qualitative case study of GG Bakery. Specifically, it examines how AI is utilized in HR practices, employees’ perceptions of AI adoption, and the opportunities and challenges arising from its implementation. This research employs a qualitative case study approach using semi-structured interviews with the business owner, managers, and employees, supported by direct observation and organizational documents. The collected data are analyzed using thematic analysis through open coding, axial coding, and selective coding to identify recurring themes and patterns. The findings reveal that AI contributes to improving administrative efficiency, facilitating employee learning, supporting communication, and assisting managerial decision-making. Employees generally perceive AI as a complementary tool that enhances productivity rather than replacing human roles. However, challenges such as limited digital literacy, resistance to technological change, and concerns regarding job security remain significant issues. This study concludes that successful AI implementation in SMEs requires not only technological readiness but also employee involvement, continuous training, supportive leadership, and an organizational culture that encourages innovation and adaptation.