Overcoming Barriers and Establishing a Framework for AI Adoption in HR Technology: A Case Study of CBG Tech Entertainment

Jason Drewery (), Niki Kyriakidou () and Alfred Chinta ()
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Jason Drewery: Leeds Beckett University
Niki Kyriakidou: Leeds Beckett University
Alfred Chinta: Leeds Beckett University

Chapter Chapter 8 in Advanced Technologies in Business, Volume I, 2026, pp 181-211 from Palgrave Macmillan

Abstract: Abstract This chapter examines GBGTE—a global leader in sports betting, gaming, and entertainment—and its approach to integrating AI into its HR technology, focusing on HR tasks such as performance reviews, recruitment, data privacy, and bias mitigation. To effectively support the research objectives, which were to focus on the role of AI in automating HR function in a technology business, the study uses quantitative and qualitative data, analysed using a narrative perspective. Also, the research gathered primary data through a survey of hiring managers across the organisation to understand their perception of using artificial intelligence within HR processes. The chapter identifies barriers to AI adoption, managerial perceptions, and framework gaps hindering AI utilisation in HR processes. Building on Alsheibani et al.’s (2020) framework, the chapter proposes principles for successful AI integration within HR, addressing the complexities of AI implementation in a large, multi-national organisation.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pinchp:978-3-032-03480-9_8

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DOI: 10.1007/978-3-032-03480-9_8

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