Employers around the world—and increasingly in Thailand—are finding themselves overwhelmed by a tidal wave of job applications, many crafted not by diligent candidates but by artificial intelligence (AI) tools. The rise of generative AI, like ChatGPT, is making it easier than ever for jobseekers to flood recruiters with impressive-looking, keyword-optimised résumés, catapulting both job seekers and employers into an “AI arms race” that is transforming the hiring landscape.
In the space of just 12 hours, a relatively routine remote tech job advertised on LinkedIn in the United States received over 400 applications; in 24 hours, that number grew to 600. By the time the posting was removed a few days later, 1,200 résumés had landed in the recruiter’s inbox. More than three months later, the HR consultant was still sorting through the glut nytimes.com. This surge in applications isn’t unique to America: With LinkedIn reporting a 45% increase in application submissions over the past year, totalling an astonishing 11,000 job applications per minute, the trend is going global and is rapidly affecting Thai enterprises as well.
The AI boom means that, with a simple prompt, chatbots and AI writing assistants can tailor résumés to mirror job descriptions almost perfectly. Some job-seekers are even deploying autonomous AI agents that can search for job opportunities and auto-submit applications at scale. As a result, recruiters everywhere—from multinational firms to local Thai SMEs—are facing a new challenge: sifting through mountains of near-identical CVs to identify genuinely qualified and motivated applicants.
Hung Lee, former recruiter and now author of a leading global recruitment newsletter, describes this phenomenon as an “applicant tsunami that’s just going to get bigger.” Recruiters are increasingly unable to distinguish between authentic candidates and those backed by sophisticated AI tools.
In response, employers are turning to their own advanced solutions, using AI screening tools to manage the deluge. Major corporations like Chipotle have cut hiring times by up to 75% by relying on AI-powered chatbots for initial screenings and interview scheduling. AI-driven platforms like HireVue further deploy AI to evaluate video interviews and even assess candidates’ abilities through skill-testing games and virtual situational tryouts—sometimes resulting in the surreal scenario of “AI versus AI” as both candidate and recruiter leverage machine intelligence at every step.
The use of AI in hiring, however, raises further concerns. Not only does it enable jobseekers to mass-apply with personalised but impersonal documents, but it also opens the door to fraudulent applications, including those using false identities. For instance, recent US investigations uncovered schemes involving foreign nationals using fake profiles to secure remote IT jobs. Experts warn the problem is growing, with Gartner analysts estimating that by 2028, as many as one in four job applicants could be software-generated identities, not real people. Their recommendation: more rigorous identity-verification systems and anti-fraud measures for employers worldwide.
To counter the volume and enhance fairness, platforms like LinkedIn have introduced tools that help both recruiters and applicants focus their efforts. New features include AI agents for screening and follow-up, as well as applicant-job match indicators that can discourage underqualified applications. Early data suggests such tools have reduced inappropriate “low match” applications by 10% since their introduction.
Yet, there are pitfalls. The intersection of AI and recruitment is raising profound legal and ethical issues, particularly concerning fairness and bias. Jurisdictions across Europe now regard AI-powered hiring tools as “high-risk” and have introduced strict regulations; while in the United States, anti-discrimination laws threaten legal liabilities if AI systems—often built with opaque or biased algorithms—lead to unfair treatment or exclusion of candidates. Thai society, with its own regulatory frameworks, is likely to face similar questions as AI hiring becomes more pervasive.
Local HR professionals in Thailand are already experiencing the impact. One Bangkok-based tech recruiter, who asked to be identified by their role only, expressed frustration: “Applicants are using AI to get their foot in the door, but it’s harder than ever to spot who really fits the team. Some even game AI-powered assessments, turning our filter into just another challenge.”
The prevalence of AI-generated submissions is particularly relevant for the Thai workforce, where digital platforms like LinkedIn and JobThai are fast replacing traditional hiring channels. As a result, Thai recruiters must quickly adapt to global best practices, investing in advanced verification technologies and undergoing training to interpret both AI and human-generated content.
At the same time, Thai job-seekers—especially new graduates—are increasingly turning to AI tools in hopes of gaining an edge. This has given rise to a new arms race between applicants and employers, each deploying ever more sophisticated tools to outsmart the other. Alexa Marciano, a global recruitment agency executive, says that while candidates are using AI to keep up with automated screening, many still spend hours manually crafting tailoring applications, only to be lost in a sea of algorithmically generated replies.
For Thai universities, this technological shift underlines the need to update career counseling. As one career coach notes, “the pressure drives students to automate everything, just to get noticed. But as recruiters raise the bar, the only sustainable strategy is to focus on true qualifications and authentic self-presentation.”
Looking ahead, industry analysts predict that authenticity and transparency may ultimately win out—but not before both employers and candidates expend significant time, money, and effort chasing incremental algorithmic advantages. The future of hiring in Thailand and beyond will likely involve ever-closer collaboration between HR professionals, technologists, and regulators, with a premium placed on agile adaptation to new tools.
For Thai organisations hoping to keep pace, immediate practical steps include:
- Prioritising investment in AI-powered applicant tracking and identity verification systems;
- Training HR staff in digital literacy and bias prevention to avoid algorithmic discrimination;
- Adopting flexible, targeted job postings to cut down on broad, mass applications;
- Encouraging authenticity and transparency among candidates;
- Collaborating with educational institutions to align job-seeker training with evolving digital standards.
Similarly, for Thai job seekers, recommended actions are:
- Using AI tools judiciously to personalise—rather than mass-produce—applications;
- Focusing on genuine skills development and interview preparation;
- Highlighting attributes that cannot be replicated by AI, such as teamwork and emotional intelligence;
- Verifying the authenticity and compliance of résumés and online profiles.
As the fight to win—or simply to navigate—the “AI résumé arms race” intensifies, those who combine technological savvy with human-centered strengths will be best positioned to thrive in the evolving job market of Thailand and the world.
Source references: The New York Times