In modern conditions of instability and changes in the factors of the environment of the functioning of many business structures, the construction of their management systems is becoming more complicated; the issue of the conceptual principles of enterprise management is becoming especially important. The conducted research is aimed at substantiating the conceptual principles of enterprise management, defining tasks, and developing recommendations for increasing the efficiency of business processes, strengthening economic potential, and ensuring adaptation to modern challenges. It was determined that under the enterprise management system, it is advisable to consider the methods of influence and interaction between the subject and the object of management, which is based on compliance with principles, using methods, and performing functions in order to achieve the set goals and fulfill the tasks of the enterprise’s activities. The authors proposed a structure of procedural support for building an enterprise management system, which includes. The study developed a system of principles for building organizational structures for managing the activities of enterprises. The main principles of organizing the process of managing a production enterprise include achieving economic efficiency, personal material interest, single leadership, self-management, proportionality, and systematicity. The main recommendations for improving the efficiency of business processes and ensuring adaptation to modern challenges include: the use of digital platforms for promoting the corporate mission, vision and values; the creation of interactive employee training programs; the use of analytical tools for collecting and analyzing data; forecasting market trends and modeling development scenarios; the implementation of systems for integrating key enterprise functions; the use of specialized platforms for risk assessment; building a culture of innovation; methodological support for monitoring the results of the implementation of digital tools; the integration of environmental and social initiatives into all levels of management.

In the new century, the traditional model of enterprise human resource management is facing the challenge of the times, improving the human resource management of enterprises, and must innovate the concept of enterprise human resource management. After the 1950s, some economists established the theory of human capital, not only can more effectively explain the problems of modern social economic growth, but also on the enterprise's human resources management contribution to a positive impact. This paper introduces the concept of human capital and human capital investment into enterprise human resource management, which opens up a new perspective for enterprise human resource management. In this paper, we will first define the characteristics of human capital and the main body of human capital investment, and then analyze the meaning of various human resource management behaviors from the perspective of capital investment, estimate their benefits, costs and risks, and finally use scientific means to establish investment decision model and risk control mechanism, to maximize the effectiveness of human resources, so that the management behavior of enterprise's human can bring more revenue for the enterprises, thereby enhancing the competitiveness of enterprises. At present, the scientific operation of human resources is the key to the healthy development of enterprises.

Purpose: This article explores the adoption of Artificial Intelligence (AI) in Human Resource Management (HRM) in the UAE, focusing on the critical challenges of fairness, bias, and privacy in recruitment processes. The study aims to understand how AI is transforming HR practices in the UAE, highlighting the issues of bias and privacy while examining real-world applications of AI in recruitment, employee engagement, talent management, and learning and development. Methodology: Through case study methodology, detailed insights are gathered from these companies to understand real-world applications of AI in HRM. A comparative analysis is conducted, comparing AI-driven HRM practices in UAE-based organizations with international examples to highlight global trends and best practices. Findings: The research reveals that while AI holds significant potential to streamline HR functions such as recruitment, onboarding, performance monitoring, and talent management, it also discusses challenges and strategies companies face and develop in integrating AI into their HRM processes, reflecting the broader context of AI adoption in the UAE’s HR landscape. Originality: This paper contributes to the growing body of literature on AI in HRM by focusing on the unique context of the UAE, a rapidly developing market with a highly diverse workforce. It highlights the specific challenges and opportunities faced by organizations in the UAE when implementing AI in HRM, particularly regarding fairness, bias, and data privacy.