How Generative AI is Reshaping Hiring in B2B Tech

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Generative AI has gone from buzzword to business transformer almost overnight. It’s changing how B2B tech companies operate – and who they hire.

At Grey Matter, we’re seeing this shift first-hand across AdTech, MarTech, and Commerce Media – from startups building AI-first platforms to global firms embedding AI across their operations.

Here’s how GenAI is reshaping hiring across the B2B tech ecosystem.

 

 1. The Skills Shift

  • AI fluency is now expected. Even non-technical roles require an understanding of how tools like ChatGPT, Claude, or Perplexity enhance productivity.
  • New job titles are emerging fast. We’re seeing “Prompt Engineer”, “GEO Strategist”, “AI Product Marketer”, and “Applied AI Engineer” become commonplace.
  • Creativity and strategy are back in demand. As automation replaces repetitive work, human creativity, empathy, and judgment have become key differentiators.
  • Hybrid skill sets win. The most valuable hires blend technical literacy with commercial and strategic acumen.

 

 2. Recruitment Processes Are Evolving

  • AI is speeding up sourcing and mapping. Recruiters now use intelligent tools to analyse profiles, market data, and outreach opportunities in seconds.
  • Shortlisting is faster – but not foolproof. Automation can surface candidates, but human experience still decides who truly fits.
  • Assessments are becoming smarter. Scenario-based tasks and AI simulations now test how candidates think, adapt, and apply AI tools in real time.
  • Bias must be managed carefully. While AI can identify bias patterns, it can also replicate them – human oversight is still essential.

 

 3. Candidate Expectations Have Shifted

  • Tech-enabled hiring is the new norm. Candidates expect a smooth, modern, AI-assisted process. Slow, manual systems are a red flag.
  • Transparency matters. Applicants want to understand how AI is used in assessment and decision-making.
  • Upskilling is everywhere. Ambitious professionals are actively learning GenAI tools to futureproof their careers – and they expect employers to do the same.
  • Employer reputation counts. Businesses seen as “AI-forward” attract better talent faster.

 

 4. Implications for B2B Tech Companies

  • The skills gap is widening. Many firms are hiring for roles that didn’t exist 18 months ago.
  • Competition for AI talent is fierce. Especially for commercial specialists who can turn AI into revenue.
  • Employer branding needs to evolve. Top performers want to work where innovation is embraced – not feared.
  • Speed + authenticity = advantage. Fast, transparent, human-centred hiring processes win over candidates.

 

 5. How Grey Matter Is Adapting

  • Partnering with AI-native companies. We’re helping the next wave of GenAI, AdTech, and MarTech businesses scale globally.
  • Using AI inside our own workflows. Market mapping, research, and outreach are enhanced – but never automated blindly.
  • Keeping the human edge. Empathy, storytelling, and judgment still drive every successful hire.
  • Blending data with intuition. That’s where real recruitment impact lives – and where AI can’t yet compete.

 

 6. Final Thoughts

Generative AI isn’t replacing recruiters or hiring managers – it’s redefining what great recruitment looks like.

The companies that thrive will combine:

  • AI-powered efficiency → for scale and insight.
  • Human expertise → for connection, culture, and long-term success.

 

At Grey Matter, we live right at that intersection – helping tech companies build teams that understand both the power of AI and the importance of people.