AI can surface thousands of candidates in seconds—but it still can’t spot a great storyteller or a creative thinker. That’s why HR teams are rethinking what “smart hiring” really means.
As marketing teams evolve into agile, multidisciplinary units responsible for everything from performance strategy to brand storytelling, the bar for talent has been raised. At the same time, artificial intelligence has reshaped how HR professionals approach recruitment. But while AI brings impressive efficiency, it still falls short in one critical area: recognizing the humanity behind the application.
Where AI Speeds Up Hiring—and Where It Should Slow Down
AI’s contributions to hiring processes are undeniably powerful when used strategically:
- Candidate Sourcing: Algorithms can mine databases quickly, surfacing candidates that match predefined criteria, including niche skills or industry experience.
- Customized Outreach: AI can help tailor messaging to individual candidates, drawing on public data and professional profiles to create more engaging introductions.
- Resume Screening and Matching: Among the 1 in 4 organizations currently using AI to support HR-related activities, nearly two-thirds only began doing so within the past year—indicating that resume screening and automation are still very much in the early adoption phase for many HR teams.
- Drafting Job Descriptions: AI-generated templates allow busy hiring teams to produce job postings quickly, which can then be refined by humans for tone and inclusivity.
Between 35% and 45% of companies have adopted AI in hiring, and the sector is projected to grow steadily through 2030. Yet many essential traits—like empathy, storytelling ability, or the spark of original thinking—remain beyond algorithmic grasp.
When Speed Cuts the Wrong Corners
There’s growing recognition that over-reliance on AI can lead to unintended consequences. Candidates with non-linear career paths, unconventional portfolios, or resume gaps may be rejected before a human ever sees their application.
One common misstep is letting AI filter out “low match” candidates too early. These systems may miss potential that shows up not in keywords, but in curiosity, hustle, or perspective.
Avoiding these misfires means understanding AI’s role as a tool—not a decision-maker. HR leaders who use AI as an accelerant, not a gatekeeper, are more likely to uncover the kind of talent that fuels innovation and diversity.
How Smart Teams Keep AI in Check
Top HR teams are now re-engineering hiring workflows to get the best of both worlds: speed from AI, and discernment from people. What that looks like in practice:
- Flagging Low Matches for Review: “Low match” doesn’t mean “no potential.” Humans step in to evaluate what algorithms can’t see.
- Challenging Algorithmic Outcomes: Teams routinely assess whether their AI tools are helping—or unintentionally harming—the diversity and quality of their pipelines.
- Balancing Efficiency With Insight: Instead of chasing fast hires, these teams pursue right-fit hires by folding in meaningful, human-centered checkpoints.
Reinforcing this shift, only 7% of recruiters expect AI to reduce their team size—proof that automation isn’t replacing HR, but augmenting it.
Why Boutique Support Still Matters
For nuanced roles like creative direction or content strategy, many organizations are also turning to boutique recruiting partners. These firms:
- Specialize in industries like marketing and design
- Provide human-led vetting and narrative interpretation
- Add value by prioritizing fit, not just filling seats
These recruiters often bring a level of nuance and context that no algorithm can replicate. Their hands-on approach is especially helpful in creative hiring, where culture adds, visual taste, and soft skills matter as much as credentials.
Additionally, many HR teams are using AI-powered chatbots to enhance candidate experiences—providing 24/7 communication, answering FAQs, and helping applicants feel seen and supported. This small touch makes a big difference in competitive creative talent markets.
When HR and Marketing Speak the Same Language
Perhaps the most promising shift in hiring isn’t technical—it’s relational. More HR leaders and CMOs are moving from operating in parallel to co-owning talent strategy.
This means:
- Shared Language: Using common terms to define what creativity, collaboration, and innovation look like within the team.
- Branded Hiring Journeys: Designing candidate experiences that reflect the company’s values and tone.
- Strategic Planning: Treating each hire as a brand touchpoint, not just a vacancy to fill.
According to recent SHRM research, the top challenges talent teams face today are ineffective use of technology and falling short on diversity goals. These issues aren’t separate—they’re linked. And they’re most often solved by better cross-department collaboration.
The New Hiring Advantage
In a talent market shaped by disruption and digital acceleration, it’s easy to think the fastest team wins. But when it comes to creativity, connection, and brand-aligned hiring, the best teams are guided by something more powerful than speed: intentionality.
As AI evolves, the hiring advantage won’t belong to those who automate the most—it’ll go to those who combine scale with empathy, data with discernment, and process with purpose.
That’s how modern HR leaders build not just better teams—but better brands.
Key Takeaways
- AI accelerates sourcing and screening but struggles with evaluating creativity, soft skills, and culture fit.
- Leading HR teams blend automation with human insight to identify outliers and ensure inclusive, brand-aligned hiring.
- Boutique recruiters offer nuanced, high-touch support for marketing roles that require both strategy and storytelling talent.
Marti Willett is the President of Digital Marketing Recruiters, a specialized firm dedicated to matching talented digital marketing professionals with growth-focused businesses. With a rich background in digital marketing, Marti has spent over a decade refining her expertise in talent acquisition, business process architecture, and leadership development. Her approach is rooted in a passion for connecting exceptional individuals with the right opportunities in today’s evolving marketing landscape.