Beyond the Hype: How Recruiters Can Harness AI for Real Value
By Ted Pierni
At this year’s Recruitment Process Outsourcing Association (RPOA) Annual Conference, attendees had the privilege of hearing from Jordan Morrow- often called the “Godfather of Data Literacy.” Though quick to admit he didn’t give himself that nickname, Jordan has spent the better part of a decade pioneering the field, helping organizations like the United Nations build their data capabilities, and writing five books (with a sixth in progress).
Morrow’s keynote wasn’t about lofty theories or distant futures. Instead, he urged recruiters and talent professionals to cut through the noise around AI and focus on practical, value-driven applications. Below, we unpack his message and highlight key takeaways tailored for recruiters navigating today’s evolving landscape.
From Buzzwords to Business Value
AI headlines are everywhere. Some declare that “95% of generative AI projects fail.” Others insist we’re approaching the AI singularity. For recruiters, this noise creates both excitement and confusion.
Morrow’s advice was clear: ignore the hype, focus on value. AI is not about flashy features or speculative headlines. It’s about enabling better, faster, and more effective decisions in the talent space.
“Don’t measure AI by proof of concept,” Morrow said. “Measure it by proof of value.”
That shift—from experimenting to delivering outcomes—should guide how recruiters think about AI adoption.
The Rise of Talent Intelligence
One of Morrow’s most compelling points was his call to move beyond “talent management.” The future, he argued, is talent intelligence: combining human expertise with AI-driven insights to build predictive, proactive strategies.
Recruiters should think about how AI can:
Forecast attrition to anticipate hiring needs.
Map talent pools with greater accuracy.
Automate repetitive tasks without losing the human touch.
Generate insights that speed up decision-making—what Morrow calls the “velocity of insight.”
Instead of fearing replacement, recruiters should see AI as an augmentation tool: the PhD-level partner that sits on your shoulder, helping you analyze data and craft strategies faster than ever before.
Beyond Generative AI: Four Types to Watch
While ChatGPT and other generative models dominate conversations, Morrow reminded us that AI is not one-size-fits-all. He outlined four key types of AI recruiters should be aware of:
Generative AI – creates text, images, and content (useful for drafting outreach, job descriptions, or meeting summaries).
Multimodal AI – combines different inputs (text, images, voice) to expand capabilities.
Autonomous/Agentic AI – systems that act independently, though still in early stages.
Predictive Analytics & Machine Learning – the overlooked “old school” AI that drives forecasting and proactive talent strategies.
The real power lies in combining these approaches to fit specific recruitment needs, rather than jumping on the latest buzzword.
Recruiters as Trusted Advisors
In an environment where many clients feel overwhelmed by AI, recruiters have a unique opportunity: become AI-powered advisors, not just service providers.
This means:
Using AI to deliver market intelligence before a client asks for it.
Preparing for meetings with AI-assisted summaries and insights to maximize impact.
Acting as a strategist who can guide clients through uncertainty, not just react to requisitions.
Trust is the differentiator. Morrow cautioned that AI can quickly erode trust if misused or left unchecked. Recruiters must use these tools ethically, validate outputs, and frame insights with strong human judgment.
Storytelling: The Recruiter’s Superpower
Data alone doesn’t change minds—stories do.
Morrow highlighted how recruiters can use generative AI to craft compelling narratives around data points, turning statistics into stories clients can understand and act on. Think of it as becoming a “walking Pixar storyteller”: weaving numbers into narratives that inspire confidence and clarity.
Whether it’s explaining candidate pipeline trends, diversity metrics, or predictive hiring forecasts, AI can help recruiters shape data into stories that resonate.
Guarding Against “Shadow AI”
One of the biggest risks in today’s workplaces is the rise of “shadow AI”—employees using public AI tools under the radar, often inputting sensitive information. For recruiters handling resumes, assessments, or Personally Identifiable Information (PII), this risk is especially high.
Morrow’s advice: don’t ban AI, protect it. Organizations that simply shut it down push employees toward unsecure workarounds. Recruiters should advocate for safe, enterprise-grade AI platforms that protect candidate data while still unlocking efficiency.
Human Skills Still Lead the Way
Despite the rapid growth of AI, the World Economic Forum’s list of top skills for 2030 reveals a surprising fact: six out of ten fastest-growing skills are human, not technical.
These include:
Creative thinking
Resilience, flexibility, and agility
Curiosity and lifelong learning
Leadership and social influence
Talent management itself
For recruiters, this is good news. AI may amplify technical capabilities, but human connection, adaptability, and empathy remain central. The recruiters who thrive will combine data-driven intelligence with emotional intelligence.
Building AI Literacy in Recruitment Teams
Just as Morrow pioneered data literacy, he emphasized the need for AI literacy: ensuring teams not only use AI tools but understand them.
He recommends:
Creating internal “AI champion” communities to share wins and challenges.
Embedding change management into every AI adoption effort.
Training recruiters to question outputs, validate sources, and maintain control—avoiding blind trust in models.
As Morrow put it: “AI can generate insight, but it’s our IQ and EQ that must shape the outcomes.”
Calls to Action for Recruiters
Morrow closed with three clear challenges, perfectly suited for recruiters looking to stay ahead:
Challenge assumptions – Stop thinking about AI as a faster horse; start rethinking recruitment strategies altogether.
Apply one new AI use case this week – Whether drafting outreach emails, summarizing resumes, or preparing client reports, start small and build momentum.
Study one new AI topic – Expand your knowledge beyond generative AI; explore predictive analytics, multimodal AI, or even quantum computing’s potential impact.
The Future: Talent Intelligence in 2030
Morrow’s final question was simple yet powerful: What does RPO look like in 2030?
Will recruiters remain reactive order-takers—or will they evolve into strategic think tanks, leveraging AI to anticipate needs, drive talent intelligence, and shape the future of work?
The choice, he argued, is in our hands. AI isn’t coming to replace recruiters; it’s here to redefine the recruiter’s role. Those who embrace augmentation, storytelling, and ethical use of AI will lead the way.
Key Takeaways for Recruiters
Shift from talent management to talent intelligence: use AI to anticipate, not just react.
Focus on proof of value, not proof of concept: measurable outcomes matter most.
Be the strategist your clients trust: bring AI-powered insights into every meeting.
Harness storytelling: turn data into narratives that inspire decisions.
Invest in AI literacy: protect candidate data, avoid shadow AI, and empower teams.
Double down on human skills: creativity, resilience, and empathy remain irreplaceable.
AI in recruitment is not about disruption for disruption’s sake. It’s about rediscovery—redefining what recruiters can do with the right tools and mindset. As Jordan Morrow reminded us, “The future isn’t coming. It’s being built.” Recruiters who build with AI as their partner will shape not just their careers, but the future of talent itself.
At Robertson, we’ve seen this in practice. Our pilot of an AI-powered recruiter, “Alex,” showed that when applied to a solid process, AI delivers measurable results. It improves speed-to-hire, ensures consistent candidate communication, and frees recruiters to focus on higher-value work. The key is structure and oversight—using AI to enhance what recruiters already do well, not to replace it. This approach helps organizations scale efficiently while maintaining the quality and human connection that drive strong talent outcomes.