Tiago Costa, CEO of talent solutions consultancy Parisima Talent, believes that HR must constantly embrace new ways of working, skills, techniques and technology, including generative AI. Here, he explains how generative AI helps enhance a candidate’s journey to positively impact a business.

Importance of generative AI

Human resources must constantly adopt new working methods, skills, techniques and technology. Consequently, generative AI, a form of artificial intelligence, is crucial for improving the candidate’s journey, efficiency and business outcomes. Generative AI produces various content types, such as text, imagery, audio and synthetic data, making it invaluable today. Therefore, its popularity has surged due to user-friendly interfaces for creating high-quality text, graphics and videos in seconds.

History of AI

Historically, this technology is not new; it was first introduced in the form of chatbots during the 1960s. However, over 50 years later, generative adversarial networks (GANs) emerged in 2014, revolutionizing generative AI capabilities. GANs enable AI to create convincingly authentic images, videos, and audio of real people. Consequently, generative AI’s enhanced capabilities have opened numerous business opportunities, including new trends in HR. Today, it is applied in HR to enhance recruitment, training, retention, and development, streamlining operations and improving efficiency.

Generative AI in HR in the Middle East’s hospitality sector

The Middle East’s ever-expanding hospitality sector has hundreds of new projects in progress. For instance, Saudi Arabia leads with 300 projects and over 72,000 rooms, followed by the UAE with over 100 projects and 27,000 rooms. Similarly, Egypt, Qatar and Oman also have significant developments, sparking an unprecedented recruitment drive. As a result, massive investments in tourism, hospitality and real estate aligned with Vision 2030 are creating over a million new jobs in Saudi Arabia alone.

Benefits of Generative AI

Generative AI will be essential for sourcing, selecting and retaining the right talent for these roles. Additionally, generative AI is excellent for creating CV templates for applicants and HR professionals. These templates ensure consistent resume design, facilitating easier reading and evaluation during the HR review process. More organizations, including Parisima Talent, are adopting generative AI templates for recruitment efficiency.

Moreover, with diversity and inclusion priorities, generative AI helps eliminate bias early in recruitment. This leads to more ethical practices and aligns with a company’s environmental, social and governance (ESG) policy. The social aspect of ESG involves managing relationships with employees, ensuring responsible labor practices, inclusivity, human rights and health and safety.

Generative AI also excels in candidate screening, quickly identifying and ranking candidates based on keywords, skills, qualifications and experience. Consequently, recruiters receive a qualified shortlist of suitable candidates, streamlining the selection process. Furthermore, generative AI creates training materials addressing specific skill gaps and mandatory corporate training requirements.

Thus, it is a valuable tool for employee engagement, conducting satisfaction and feedback surveys, defining recognition and rewards, and improving motivation. It also aids in performance management, providing insights into individual, team, or departmental performance. Thus, HR professionals can evaluate data more effectively.

In the hospitality industry, generative AI reduces marketing, customer service and content creation costs. Consequently, hospitality businesses that adopt generative AI can enjoy increased guest satisfaction, better operational efficiency, cost optimization and innovative solutions.