Enriched or eroded? The evolution of the work of HR professionals in the age of intelligent technologies

The digital transformation of Human Resource Management (HRM) is reshaping the very nature of HR work, raising a central question: how are HR roles changing, and do intelligent technologies diminish or enrich HR professionals’ contribution? As digital systems increasingly automate administrative tasks and mediate key interactions, HR professionals are required to rethink their work and adjust their attitudes toward a profession whose boundaries are shifting. By building a research model, this study investigates how these transformations affect HR professionals’ job satisfaction and professional identification, focusing on whether technology threatens core HR functions or enhances the strategic value of the role. Furthermore, we argue that HR job design—including job characteristics and creative job requirements—plays a crucial role in shaping positive responses to digital change. By examining how evolving job characteristics interact with professionals’ attitudes, the study offers new insights into the changing nature of HR work and the implications of the use of intelligent technologies for the perceived value of the HR role. Its originality lies in jointly examining changing HR job characteristics, professional attitudes, and the perceived value of the HR role in the context of intelligent technologies. Managerial implications highlight the need to redesign HR roles to balance automation with meaningful, strategic tasks.