Media and Recruiting: AI and the Attention Economy.

Digital transformation enables unprecedented access to a wide range of information. However, in 2016, Stephen Hawking warned that artificial intelligence (AI) could be humanity’s last technological achievement “if we do not learn to control its risks.” This also brings with it numerous challenges for media diversity and opinion formation. These include:

• unhindered generation of information by AI without thorough checking for accuracy (subtle effects on opinion formation)
• AI algorithms are increasingly determining what information is seen in social media
• Traditional media (once the standard for journalistic integrity) is undergoing rapid change due to the expansion of generative AI
• Teenagers and young adults have less connection to traditional media (they get news via Instagram or Tiktok)
• Dangers of a narrowing of diversity when using AI.

Self-perception and self-concept are also increasingly influenced by digitalization and the reactions of others in social media. 

This is also linked to an increase in deception and lies. Long before social media, the American Dale Carnegie, who has been offering courses in positive thinking, rhetoric and self-presentation since the beginning of the 20th century, recognised that people are increasingly becoming self-promoters and self-sellers. Today, self-optimisation and self-marketing are taken to extremes by Instagram, LinkedIn, Facebook & Co. Many people want to appear more than they are and know how to sell themselves effectively in the media by feigning a higher social rank or a better professional position – to their advantage. It is often only about the economy of attention (one’s own profile is used primarily to be seen) and social competition (comparisons with others). Much of it even borders on imposture (the line between fraud and self-promotion is often blurred): what is presented and sold does not correspond to reality. In addition to the use of Instagram filters, this also includes doctored (exaggerated and embellished) CVs, which are often accompanied by “experience CVs”. The term was coined by researchers Keinan and Kivetz. Experiences are now also a currency that can be compared to academic success. “More and more application photos are generated by AI. Many LinkedIn and XING profiles are too. Everyone is a CEO, general manager, etc. today. Is a qualification below that worthless? Reality is no longer important,” notes Wendy Trabold, Head of Marketing and authorized representative at consil med gmbh in Nuremberg. Only the goal counts, not the path to it, which has to be worked out step by step. 

The use of AI in recruiting also plays an important role at the NEUMÜLLER Group, a personnel service provider in Franconia, to which consilmed also belongs (AI-generated cover letters, CVs). A survey by the IT company Softgarden showed that 19% of respondents had already used AI when writing an application and 42% could imagine doing so. But suppose application letters are written exclusively by an AI. In that case, they have no value because the “real” is missing, the unmistakable stubbornness and character, whose contours are clear and not blurred. Wendy Trabold notices that the same soulless formulations often appear again and again. AI tools can help formulate, but applicants still have to be ahead of themselves – and above all understand what they can do (and cannot). 

At the latest in the personal conversation, it is your natural intelligence and your own abilities that matter. 

AI cannot replace people, it can only support them. This also applies to the use of AI in the recruitment process, which becomes faster, more efficient and more cost-effective. This includes, for example, the analysis of large amounts of application data and the identification of suitable candidates. CVs can be scanned for specific qualifications and experience or the suitability of a candidate can be assessed based on predefined criteria. But there are also numerous challenges here – for example, the possible bias in the algorithms themselves. If the underlying data or algorithms are distorted, this can lead to unfair decisions. In addition, AI is often unable to capture and evaluate human qualities and potential beyond pure data.  So there will always be a need for people to control AI to correct questionable decisions if necessary. To be able to make the right decisions yourself, it is important to use and train your natural intelligence (common sense). It is the key to an enlightened society. In the context of AI, this means: recognizing and analyzing AI-generated content to identify potential influence and strengthen critical media literacy: