DIGITAL LEADERSHIP IN AGRI-BUSINESS: HOW AI-DRIVEN HR PRACTICES SHAPE ORGANIZATIONAL CULTURE AND AGRIPRENEUR SUCCESS

Abstract

The study investigated the role of digital leadership in agri-business, examining how AI-driven HR practices shape organizational culture and agripreneur success. A cross-sectional survey design was employed, with data collected from 138 agribusiness operators using a structured questionnaire. Descriptive statistics, Pearson correlation, and multiple regression analysis were utilized for data analysis. The findings revealed a significant positive relationship between AI-driven HR practices and organizational culture, with skills mapping and workforce analytics demonstrating the strongest correlation (r = 0.498, p < 0.001). Digital leadership significantly predicted agripreneur success, accounting for 47.2% of the variance in business outcomes, with talent development focus emerging as the strongest predictor (β = 0.284, p < 0.001). The study concludes that AI-driven HR practices and digital leadership are powerful mechanisms for building adaptive organizational cultures and enhancing agripreneur success. It is recommended that agribusinesses implement skills mapping and workforce analytics, and that leaders prioritize talent development strategies to drive sustainable business growth.