Analisis Pengaruh Implementasi Artificial Intelligence (AI) terhadap Efesiensi Operasional, Kinerja SDM, dan Keunggulan Bersaing pada Telkomsel Smart Office Jakarta

Abstract

Technological developments are driving companies to innovate in order to remain competitive. The use of Artificial intelligence (AI) is becoming increasingly popular due to its ability to improve operational efficiency and HR performance. Telkomsel Smart Office Jakarta faced challenges before adopting AI in 2020, such as chatbots. While they initially improved performance, consistency issues arose. However, by 2023, there was a significant improvement in performance, demonstrating the positive impact of AI. Despite its popularity, HR performance assessment is still subjective. This study aims to determine the effect of artificial intelligence (AI) on operational efficiency, HR performance, and competitive advantage at Telkomsel Smart Office Jakarta. The research will be analyzed partially and simultaneously on the three dependent variables. This research employs quantitative methods with an associative approach. Sampling was carried out using saturated sampling techniques, with 33 respondents as samples. Primary data was obtained through direct distribution of questionnaires, and secondary data was obtained through literature studies. The data analysis technique includes instrument testing, validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The study found that artificial intelligence had a positive impact on operational efficiency (tcount=9,025, p<0.05) and HR performance (tcount=25,865, p<0.05, β=1.462). The study found that artificial intelligence has a positive effect on competitive advantage, as evidenced by a tcount value of 8,839 (>2.045) with a significance level of 0.000 (<0.05) and a regression coefficient value of 0.519.