The Impact of Artificial Intelligence on Job Performance in Tunisian Telecommunications Companies

Purpose: This article examines the impact of artificial intelligence (AI) on employee engagement, service quality, and job performance inTunisian telecommunications companies. An additional objective was to test the moderating role of job security in these relationships. Design/methodology/approach: The study is based on a quantitative survey conducted among 85 employees that works in the main telecommunications operators in Tunisia (Tunisie Télécom, Ooredoo, Orange, and Topnet).The targeted respondents included full-time employees and their supervisors. The data collected were analyzed using Smart PLS 4 software. Findings: The findings reveal that the perceived performance of artificial intelligence has no significant effect on job engagement or service quality. Moreover, the study confirms that service quality and job engagement have a significant and positive effect on job performance. Finally, job insecurity does not appear to play a meaningful moderating role in the relationships examined. Practical implications: This study adds value to practical debate on the future of work and the digital transformation of the telecommunications sector by examining the impact of using AI in telecommunications companies in Tunisia affects employee performance. Addressing this key topic can shed light on the challenges related to the evolving nature of job, guide companies toward effective and ethical AI integration, and provide recommendations tailored to the specific challenges of the Tunisian market. Originality/value: Our study enriches thecurrent literature on artificial intelligence and human resource management by examining the impact of artificial intelligence on employee performance.