This paper develops a humanistic model of corporate social responsibility (CSR) in e-commerce, leveraging high technology within the artificial intelligence (AI) economy. Research is based on data from top e-commerce companies and focuses on the impact of humanizing jobs (qualitative criterion) versus simply increasing the number of jobs (quantitative criterion) on revenue. Econometric modeling demonstrates that job humanization significantly boosts revenue more than job creation. The AI economy's high technology maximizes the contribution of responsible HRM to increased revenue. The humanistic CSR model aims to enhance business profitability and resilience against future economic crises.

Elena B. Zavyalova, Vera A. Volokhina, Marija A. Troyanskaya, Yulia I. Dubova