AI is changing recruitment. But it’s Gen Z that is changing how it works.
- Joeri Van den Bergh
- 2 days ago
- 5 min read
Artificial intelligence is rapidly reshaping recruitment. Over 90% of recruiters say they plan to increase their use of AI, while candidates are equally embracing it to optimise their job search. More than half of job seekers already use AI to update their CVs, write cover letters, or prepare for interviews.
What looks like a technological shift is, in many ways, a behavioural one.
Meet the first AI-native workforce
For Gen Z, AI is part of the environment they grew up in. They came of age in a world of on-demand services, instant answers, and digital assistants, “Uncle Siri and Aunt Alexa” as everyday companions.
AI is not something they consciously “use”. It is simply there, supporting how they write, explore, and make decisions. A recent Bright Plus study shows that 62% of applicants under 35 already use AI tools during job applications.
Being AI-native, however, is not only about efficiency. It also comes with a different relationship to confidence. Gen Z is comfortable navigating digital systems. But that doesn’t mean they are equally comfortable or confident in situations where they are expected to present themselves, like job interviews.
AI tools are now being used during interviews, helping structure answers or suggest responses in real time. Platforms like Final Round AI are built around exactly that use.
This is often framed as “cheating”, but it’s simply their way of navigating the system with the tools at hand.
Some brands are already designing around the tension of Gen Z confidence.
Kruidvat, a drugstore similar to CVS in the US and Superdrug in the UK, allows candidates to apply together with a friend in their #Besties campaign, turning an individual and often stressful moment into a shared experience. When combined with WhatsApp-based applications, this approach reduced friction and built social confidence, resulting in over 50% more applications.
Speed becomes a signal of respect
Time has taken on a different meaning for younger generations. Millennials and Gen Z place a higher value on their time and expect systems to reflect that. This translates directly into hiring expectations: 83% of Gen Z candidates expect the entire hiring process to be completed within two weeks.
The reality looks very different. According to the Interview Guys, the average hiring journey now spans around 68.5 days.
And that gap doesn’t go unnoticed. Candidates act accordingly. They apply more broadly, keep more options open, and invest less in each individual opportunity.
Some organisations are actively closing that gap.
Chipotle, for example, introduced an AI-supported hiring assistant to streamline early-stage interactions, reducing time-to-hire from around 12 days to just 4. The gain is not only operational. It changes how candidates experience the process: faster responses, clearer next steps, and less uncertainty.
What broke when AI scaled in recruitment
As the applicant behaviour scales, the system starts to react.
First, there is silence.
Recruiters are dealing with significantly higher volumes, up to 2.7 times more applications than a few years ago, while processes have become longer and more complex. The result is delayed feedback, or no feedback at all.
Second, there is sameness.
When candidates know they are being screened by algorithms, they optimise for those systems. Applications become more polished, but also more uniform, making it harder to differentiate between candidates.
Third, there is a mismatch.
Candidates apply more broadly because they expect low response rates. Employers increase filtering because they face overwhelming volume. In doing so, both sides reduce the chances of finding the right match.
CVs, cover letters, and even interview answers are increasingly supported by AI. Easier to produce, but less distinctive. What emerges is a system that becomes more efficient, but less informative.
Some organisations are therefore shifting how they evaluate candidates.
Unilever, for example, introduced gamified cognitive assessments early in its hiring process, measuring traits such as problem-solving and learning ability before moving to interviews. This allowed them to produce a behavioral profile without relying on resumes as the primary filter.
Rebuilding trust in an AI-driven process
While candidates actively use AI themselves, they are more cautious when employers use it. Around 80% of candidates are comfortable with AI playing a role in recruitment, but often only to a certain extent, such as scheduling or basic screening. Two-thirds oppose AI making final hiring decisions. (Source: Hirevue Candidate Experience Report 2025)
Visibility plays a key role here. Candidates want to understand where AI is used, how it influences decisions, and where human judgment comes in. Without that clarity, efficiency quickly turns into distrust.
Some organisations are addressing this more explicitly.
Mastercard, for example, has created a dedicated AI transparency page outlining how it uses AI throughout its application process. It explains the role of AI in decision-making, the safeguards in place, and how human oversight is maintained. They also provide guidance on how applicants can use AI responsibly and effectively.
Beyond transparency, questions around bias are becoming more visible. AI systems may unintentionally reinforce existing patterns or inequalities. But unlike human decision-making, they can be audited, tested, and adjusted.
In that context, the most effective approaches combine high-tech with high-touch.
AI is used to eliminate delays, streamline processes, and provide feedback at scale, while human interaction remains essential for building trust, assessing nuance, and making final decisions. Companies like Starbucks apply this balance by automating early interactions while preserving meaningful human contact where it matters most.
Conclusion: What this means for recruiters
AI is changing recruitment, but Gen Z is changing how it works.
For this generation, parts of the process have become easier. Writing, preparing, and even interviewing can now be supported, optimized, and scaled. At the same time, the overall experience has become less predictable. More volume, less feedback, and more uncertainty shape how candidates approach it.
That doesn’t make hiring impossible, but it does change what candidates need.
They don’t just need to be evaluated; they need to be guided.
AI can support that: by speeding up processes, structuring information, and making next steps clearer. But helping candidates understand where they stand, what is expected, and how to move forward remains a human responsibility.
I explore these shifts in depth in my keynotes “Can AI help you?” and “Gen Z at Work”, where I unpack how AI and changing consumer expectations are reshaping recruitment, work, and decision-making. Each session combines fresh insights, real-world cases, and concrete actions for HR and leadership teams.
Looking to translate these trends into your organisation? I’m available for in-company presentations that bring these ideas to life and turn them into practical strategies for your teams. Curious to learn more or book a session? Get in touch!
Frequently Asked Questions
What does AI mean for the future of recruitment?
AI is making recruitment faster, more scalable, and more efficient, but it also introduces new challenges. As more candidates use AI to apply and prepare, processes can become more uniform and less distinctive, making it harder to assess true fit.
How is Gen Z changing hiring expectations?
Gen Z expects speed, transparency, and guidance. They are used to on-demand systems and apply that same mindset to recruitment. Long processes, lack of feedback, and unclear next steps quickly lead to disengagement.
Is using AI in job applications considered cheating?
For many Gen Z candidates, using AI is simply part of how they navigate systems. Rather than cheating, it reflects a shift in behaviour. The real challenge for organisations is adapting their evaluation methods to account for this new reality.
How can companies adapt their recruitment strategy?
The most effective approaches combine high-tech and high-touch. Use AI to streamline processes and reduce friction, while maintaining human interaction for trust, context, and final decision-making.
What should recruiters focus on going forward?
Beyond efficiency, the focus should be on clarity and guidance. Candidates need to understand where they stand, what is expected, and how to move forward in an increasingly complex and AI-driven process.
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