Leveraging Artificial Intelligence in Human Resources at Santander Bank

Abstract

This research examines the integration of Artificial Intelligence (AI) into Human Resource Management (HRM) at Santander Bank. The study evaluates AI applications in recruitment, performance management, employee engagement, and strategic HR operations within a highly regulated banking environment. Using a secondary mixed-method approach combining thematic and quantitative analysis, the research identifies measurable improvements in efficiency, cost reduction, and employee satisfaction, while also highlighting ethical concerns such as algorithmic bias, transparency, and data protection compliance (GDPR). The project proposes a Human-Centric AI (HCAI) framework supported by Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) theory to ensure responsible and sustainable AI integration. The findings provide strategic and ethical recommendations for implementing AI in HR functions within the financial sector.

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