Authors : Dr. V. Lakshmi; Dr. R. Raghuveer

Volume/Issue : Volume 10 - 2025, Issue 12 - December

Google Scholar : https://tinyurl.com/ys8h42ep

Scribd : https://tinyurl.com/43j4nvfk

DOI : https://doi.org/10.38124/ijisrt/25dec763

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Abstract : The growing reliance on data-driven decision-making has transformed both human resource management and marketing functions within organizations. While HR analytics focuses on extracting insights from workforce data to enhance talent management and employee performance, marketing analytics emphasizes understanding customer behaviour and market dynamics. Artificial Intelligence (AI) has emerged as a critical enabler that integrates these traditionally siloed domains by linking human capital insights with market-oriented outcomes. This conceptual study, based on secondary data, synthesizes extant literature to examine how AI-driven HR analytics and marketing analytics interact to generate strategic value. The paper proposes an integrative framework illustrating how talent insights translate into market impact through AI-enabled mechanisms. Further, it discusses managerial implications, ethical challenges, and future research directions. The study contributes to interdisciplinary analytics literature by offering a structured perspective on AI-enabled convergence of HR and marketing functions.

Keywords : HR Analytics; Marketing Analytics; Artificial Intelligence; Talent Insights; Market Impact; Data- Driven Decision- Making.

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