From global record labels to fast-growing media brands, hiring managers and talent teams across the creative industries are under pressure to hire smarter, faster, and more inclusively. AI is being pitched as the answer, but cutting through the buzzwords isn’t always easy.
Here’s a no-nonsense guide to the AI terms you’re likely to hear, and what they mean for your next hire.
AI Ethics / Responsible AI
What it sounds like: A policy buried somewhere in HR.
What it actually is: The standards and safeguards to ensure AI use is fair, transparent, and doesn’t discriminate.
Why it matters: If an AI tool plays any role in your hiring, it is your responsibility to understand the impact it will have on your team, the wider workforce, future hires, and company culture.
Anything to be worried about? Lack of transparency. If you don’t know how a tool works, or what data it’s trained on, that’s a red flag.
AI Screening
What it sounds like: An automated shortlist maker.
What it actually is: Tools that scan CVs or applications using keywords and logic to surface likely matches.
Why it matters: Helps filter large volumes, particularly for entry-level or high-application roles.
Anything to be worried about? Over-reliance can filter out great candidates who don’t “keyword” their CVs in a conventional way, especially those from different industries or backgrounds.
Generative AI
What it sounds like: Robots writing your job ads
What it actually is: Tools like ChatGPT that create content like job specs, interview questions, candidate outreach, all based on your prompts
Why it matters: Speeds up admin and helps with clarity, especially if writing job ads isn’t your strong suit.
Anything to be worried about? It can sound generic or get the tone wrong. Always sense-check for relevance, inclusion, and accuracy.
LLM (Large Language Model)
What it sounds like: Something for IT or data teams to worry about.
What it actually is: The engine behind tools like ChatGPT. Trained on huge datasets, it generates text that mimics human language.
Why it matters: These models are built into tools you may already be using, from CV summarisation to interview note-takers.
Anything to be worried about? LLMs can make things up (“hallucinate”), so never take outputs at face value, especially when it affects candidate decisions.
Natural Language Processing (NLP)
What it sounds like: Software that 'understands' people.
What it actually is: The tech that allows AI to interpret and respond to written or spoken language, used in CV parsing, interview transcription, and chatbots.
Why it matters: Speeds up reviewing documents and handling comms. Makes life easier when used well.
Anything to be worried about? NLP tools can miss nuance, especially with diverse communication styles, tone, or creative experience that doesn’t fit neatly into a job description.
Predictive Analytics
What it sounds like: Data deciding who you should hire.
What it actually is: Using trends from past hiring data to predict outcomes, like offer acceptance rates or likely performance.
Why it matters: Can support more informed decisions and help reduce guesswork.
Anything to be worried about? Predictions are only as good as the data behind them. If past hiring wasn’t inclusive or representative, the tool might just replicate bias.
AI is a powerful co-pilot, but not a substitute for good hiring instincts. If you’re unsure where to start, feel overwhelmed about the impact of AI, or would like to benchmark your own strategy, we’re always here for a conversation.
Future-proof your hiring goals with one of our team.
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About Handle Recruitment
We opened the doors in 1978 and built our reputation in the music industry. We quickly realised that a great brand is not always a household name. A great brand is something people connect with, not just a place they work. Somewhere that helps them become better at what they do. It could be a record label, it could be in media, it could be a tech start-up.
Supporting Great People in Marketing | Finance | HR | Office Support | Sales | Legal | Event Operations | Post-Production.
The Talent Solutions we provide, Permanent, Temporary and Interim Recruitment | People Consultancy | Outsourced Freelancer Payroll & Compliance.
The Industries we support: Music | Film | TV | Entertainment | Fashion | Live Events | Sport | Publishing | Post-production.