ARTIFICIAL INTELLIGENCE IN GLOBAL HRM: AN AI-DRIVEN COORDINATION FRAMEWORK FOR FREELANCERS

Abstract

The rapid growth of the global freelance workforce has transformed traditional employment structures and posed new challenges for Global Human Resource Management (GHRM), particularly in coordinating geographically dispersed and project-based talent. Artificial Intelligence (AI) has emerged as a powerful tool to address these challenges by enabling data-driven decision-making, automation, and real-time workforce coordination. This study examines the role of AI in enhancing coordination effectiveness within GHRM and proposes an AI-driven coordination framework specifically designed for managing freelancers.

A mixed-method research design was employed, combining qualitative interviews with HR managers, project managers, freelancers, and HR technology specialists, and a quantitative survey of 268 respondents across multiple industries. The findings reveal a significant positive relationship between AI adoption and coordination effectiveness, freelancer performance, communication transparency, and project delivery efficiency. Structural equation modeling confirms that AI-enabled talent acquisition, performance analytics, and communication systems play a critical role in improving global freelance coordination.

The study contributes to existing GHRM and AI literature by positioning freelancers as a strategic workforce segment and by offering a validated, holistic coordination framework. Practical implications highlight the need for ethical governance, transparency, and human oversight to ensure responsible and sustainable AI integration in global freelance management