With the increasing complexity of work environments, changes in employee expectations and the constant development of technology, HR professionals are trying to find innovative approaches to optimize the processes of recruitment, employee development and performance evaluation. Generative artificial intelligence (GenAI) is emerging as a revolutionary tool that has the potential to transform traditional HR practice. In the context of the above, the aim of this article is to review and analyze how generative artificial intelligence transforms processes in the field of human resources management, identify its benefits and challenges, and provide recommendations for the effective implementation of AI technologies in HR, with an emphasis on the development of the necessary skills of employees. Based on findings from realized statistical surveys and theoretical knowledge, the article offers a view of the future of HR processes with an emphasis on GenAI. At the same time, it presents practical recommendations for managers and HR professionals to effectively use GenAI and prepare for the challenges that this technology brings.