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

In: Advanced Technologies in Business, Volume I

Author

Listed:
  • Jason Drewery

    (Leeds Beckett University)

  • Niki Kyriakidou

    (Leeds Beckett University)

  • Alfred Chinta

    (Leeds Beckett University)

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.

Suggested Citation

  • Jason Drewery & Niki Kyriakidou & Alfred Chinta, 2026. "Overcoming Barriers and Establishing a Framework for AI Adoption in HR Technology: A Case Study of CBG Tech Entertainment," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science, in: Shahriar Akter & Md Afnan Hossain & Hélène Yildiz & Demetris Vrontis & Alkis Thrassou (ed.), Advanced Technologies in Business, Volume I, chapter 0, pages 181-211, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-032-03480-9_8
    DOI: 10.1007/978-3-032-03480-9_8
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