Abstract

This ongoing research explores the influence of artificial intelligence (AI) applied to occupational health and safety (OHS) on the employer brand, within the Tunisian context. Facing the accelerated digital transformation brought on by the pandemic, AI is becoming a strategic lever for improving risk prevention, reducing dangerous tasks, and fostering employee we ll-being. Today, well -being is an essential pillar of talent attraction and retention. While the literature separately addresses the technical contributions of AI in OHS and the traditional determinants of the employer brand, few studies directly link thes e two dimensions, and even fewer consider the perception of employees. Through a qualitative and interpretive approach, based on case studies and semi -structured interviews, this research aims to identify practices where AI simultaneously contributes to st rengthening safety, organizational culture, and the image of a responsible and attractive employer

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