Business & Technology
UK jobseekers use AI in applications, but trust humans
Nearly half of UK jobseekers are using artificial intelligence tools in job applications, according to a survey by Omni RMS. But many candidates still place more trust in human-led hiring.
The study of 739 UK candidates found that 47% had used AI to support applications, mainly to improve CVs, tailor submissions to job descriptions and prepare for interviews. At the same time, 42% said they trusted human-led recruitment more than AI-supported processes, underscoring unease about how employers use automation in hiring.
Employer adoption is also rising. Omni cited industry data showing that 31% of organisations now use AI or machine learning in hiring, up from 16% in 2022, while 78% increased their use of recruitment and onboarding technology in 2023.
That shift appears to be creating tension on both sides of the labour market. More than a third of jobseekers, 34%, said they had already encountered AI being used by employers during a hiring process. Nearly a quarter of organisations, 23%, are trying to monitor or limit applicants’ use of generative AI tools.
Candidate friction
The findings suggest candidates are willing to use AI as a personal aid but remain wary when it becomes a visible part of employer decision-making. Across all age groups, the most important step for improving trust in AI-assisted hiring was human oversight alongside AI decision-making, cited by 33% of respondents. Clear explanations of how AI is used came next at 26%, followed by greater transparency around candidate data at 17%.
Traditional concerns still carry more weight in a job search. Salary and benefits were named by 49% of respondents as a key factor when seeking a new role, while 41% pointed to flexible working and 29% to working from home or hybrid options. Career development opportunities were cited by 28%.
The survey also highlighted long-standing frustrations with recruitment processes. Long applications were identified by 49% of candidates as a major deterrent, while 46% pointed to poor communication. More than a third, 34%, said they struggle to find roles that match their skills and career goals.
Generational split
Younger candidates appeared to be the most conflicted. Among people aged 17 to 25, 57% said they use AI tools during applications, yet 36% said they would consider withdrawing from a process if they felt an employer relied too heavily on AI. That was the highest proportion of any age group.
Older candidates were more likely to say their reaction would depend on the role or organisation. This view was held by 35% of those aged 46 to 55 and 52% of those aged 56 to 65.
Louise Shaw, Managing Director of Omni RMS, said reactions to AI varied by age and job type. “The study shows that candidate reactions to the use of AI is influenced by the role or the organisation. This suggests that if a candidate wants to work in a certain company or is very invested in a role, they may be more tolerant of the perceived overuse of AI. This was particularly true for older generations. Gen X (35%) and Baby Boomers (52%) all agreed that their perception of the overuse of AI in the recruitment process would depend on the role or organisation. Further to this, around 10% from both 46-55 year olds and 56-65 year old felt unsure on whether AI overuse by an employer would encourage them to withdraw from a job application process.”
Hiring pressure
The backdrop is a labour market in which employers are still struggling to fill vacancies. Omni cited data showing that 84% of organisations tried to fill roles in 2023 and 64% reported difficulties attracting suitable candidates. For employers facing large applicant volumes, AI tools offer a way to sort and screen applications more quickly, but the survey suggests this approach may carry reputational risks if candidates feel shut out of the process.
Shaw said the findings reflect what recruiters are seeing across the market. “The findings from the 2026 study reflects what we’re seeing across the recruitment market: the use of AI is being considered by both organisations looking for candidates and candidates when applying. Whilst technology is helping to improve efficiency and streamline processes, it is also changing candidate expectations.”
Nearly half of respondents, 46%, said they believe AI will improve the recruitment experience over the next few years. Yet 56% said they would be more likely to trust employers that provide honest job descriptions, including clear salary information and realistic expectations of the role.
For recruiters, that leaves a narrow path between efficiency and confidence. Human oversight, clear communication and shorter application processes were among the strongest factors candidates identified as reasons to trust an employer.
Long application forms remain one of the biggest complaints, with 49% of candidates citing them as a source of frustration.
A deal between the stadium and Bizcap Limited was announced on May 8, which will see the assignment of book debts to the lender based in London.
This means that Oxford Stadium’s outstanding customer invoices will be transferred to Bizcap UK in exchange for immediate cash flow.
READ MORE: Delivery boss slams Evri after pay dispute leads to driver redundancies
Part of a global non-bank business lending organisation, Bizcap UK says it specialises in offering “fast and flexible” funding to small and medium sized businesses.
This latest announcement comes amid reported financial challenges at the Sandy Lane stadium, which is over five months overdue on submitting its financial accounts to Companies House.
In April, Sports Information Services decided to stop covering greyhound racing at the stadium, due to financial difficulties, a decision which also impacted Oxford Speedway, a team that uses the venue.
However, last week Oxford Speedway said its long-term future at the BetGoodwin Oxford stadium was ‘secured’.
Jamie Courtenay, promoter for Oxford Speedway, said he was “delighted to confirm that following extensive negotiations the long-term future of Oxford Speedway at the BetGoodwin Oxford Stadium is secured”.
Two new investors joined the team, both “major sponsors” since 2022 and “already a huge part of Oxford’s success story”.
In its latest accounts – which are to the end of 2023 – Oxford Stadium was found to have creditors worth £2,005,715 at the end of 2023, according a financial statement released at the end of 2024.
These are short-term liabilities that have to be paid within the 12 months after the accounts are dated.
In its statement for the year to December 31, 2023, it listed £108,077 worth of trade creditors, £68,399 for taxation and social security, £23,180 on accruals and deferred income and £1,806,059 of other creditors.
The total was significantly more than the financial document lists for the end of 2022 when its short-term creditors was listed at £1,260,559.
READ MORE: Oxford Stadium £2m in debt and 2 months late on accounts
Its latest accounts – for the year end 2024 – are almost half a year late and the Government does charge private companies for late submission of accounts with the penalty possibly rising to £1,500 if the accounts remain absent.
Despite its reported financial difficulties Oxford Stadium is still running events and offering hospitality packages for 2026.
In 2022, the venue relaunched after a regeneration project which saw £1 million invested including into kennel and veterinary facilities.
More recently, it has been confirmed as a filming destination for Mobland, a “popular returning TV drama that follows the fates and fortunes of a London crime family” starring Pierce Brosnan.
SOFIAH NICHOLE SALIVIO
News Editor
Yodel Mobile has appointed Igor Blinov as AI Innovation & ASO Director, a newly created role.
He has been promoted as app marketers contend with rising volumes of data and changes in how users discover apps through the Apple and Google stores. His brief is to turn fragmented platform information and industry research into clearer strategic direction for clients.
Blinov has worked at Yodel Mobile for nearly six years and has more than 10 years of experience in app growth and app store optimisation. In the new role, he will track changes across app stores, assess their effect on client strategy and help the agency adjust its approach within one to two weeks of market shifts.
The appointment reflects a broader shift in app marketing. Agencies and brands now have access to large amounts of data but still struggle to turn that information into practical decisions. The new role is intended to bridge technical data analysis and commercial action.
Three priorities
The agency has set out three main priorities for the role: market synthesis, focused on condensing research and platform updates into strategy; AI tooling, centred on internal frameworks and tools to speed up insight delivery; and strategic storytelling, aimed at positioning app store optimisation in broader brand and user perception terms rather than only technical adjustments.
The remit also extends to internal operations. The role will identify repeatable patterns across the business and turn them into systems that can be used at scale, with collaborative automation workflows designed to reduce time spent sorting through disparate information.
The move comes as agencies respond to a more fragmented app discovery market. Search behaviour, store updates and AI-led user experiences are changing quickly, while many tools still produce large quantities of raw data without offering a clear path to action.
The challenge has become more pronounced as app store optimisation evolves beyond keyword ranking and metadata changes into a broader discipline that also touches on positioning, creative presentation and how users interpret listings. The speed of these shifts has made it harder for marketers to wait for accepted industry norms before changing course.
In a statement, Blinov outlined his view of the market shift.
“The way users discover apps is evolving rapidly through AI-driven experiences, shifting platform behaviours, and increasingly fragmented signals. Collecting data isn’t the hard part anymore. The goal now is building the intelligence and systems that cut through the noise and turn that complexity into meaningful action. I’m focused on how Yodel Mobile interprets and applies those insights to ensure we stay ahead of where app growth is going,” said Igor Blinov, AI Innovation & ASO Director, Yodel Mobile.
Founded in 2007, Yodel Mobile says it has worked on more than 2,500 app launches and growth programmes. Its clients include Royal Horticultural Society, TUI, Zenni Optical, UKTV, Global Player and Hinge.
The agency operates as Yodel Mobile by NP Digital and focuses on app marketing services across user acquisition, retention, engagement, conversion rate optimisation, creative and app store optimisation. The appointment of a dedicated executive for AI innovation and ASO suggests those areas are becoming more central to both agency operations and client advisory work.
Ijah Miller, Managing Director of Yodel Mobile, said the role is intended to address the gap between the pace of market change and the speed at which marketers adapt.
“Too much of the industry is still approaching ASO the way they have always done it, despite the pace of change across AI, search and app ecosystems. That gap between change and execution is where performance is being lost. With nearly two decades of experience in app growth, we know that staying ahead requires more than access to data, it requires the ability to interpret it faster than the market. This role is about formalising that capability, so we’re not waiting for best practice to emerge, we’re defining it and ensuring our clients are already executing against what comes next,” said Miller.
Junction Hair & Beauty, the salon in Corn Street, Witney, has announced ‘with great sadness’ that the business will close on Saturday, August 15.
Samantha Smith, who has co-owned the business with her husband Neil Smith since 2018 after she started her career as an apprentice in the shop 35 years ago, said it’s been a difficult decision to shut down.
READ MORE: Oxford locals unimpressed by city ‘pod’ hotel plans
After 46 ‘wonderful years’ of the business running in the Witney, she said: “It’s been a bit of an emotional rollercoaster.
“It’s very sad that we’re going after so long in the town.”
The building at 30 Corn Street was owned by the same landlady for many years who passed away last year, and her family has decided to sell the premises.
Mrs Smith said everything was ending ‘on good terms’ and they understood the decision, but the costs associated with setting up in a new premises were prohibitive.
The co-owner added: “Obviously we could look to relocate the business, but in the current market the cost of fitting out a new shop, electrics plumbing, and everything we would need to do, it’s just not financially viable.”
READ MORE: Oxford offender wanted for ‘poor behaviour and assault’
However, all of the stylists and beauty therapists, including Mrs Smith, will continue working locally, with clients to be informed of their new bases as and when they set up.
A statement released by the salon added: “We would like to sincerely thank all of our lovely clients for your loyalty, support and friendship over the years.
“It has truly been a privilege to be part of this community and share so many special moments with you.”
-
Oxford News3 weeks agoBanbury cake company with 400 year history shut down
-
Crime & Safety3 weeks agoBicester man denies sexually assaulting two young girls
-
Crime & Safety3 weeks agoBicester crash: Motorcyclist ‘seriously injured’ in hospital
-
UK News3 weeks agoTV tonight: Shetland meets CSI in a new drama about a disgraced cop | Television
-
UK News3 weeks agoStarmer says it ‘beggars belief’ he wasn’t told about Mandelson vetting failure as he faces Commons – UK politics live | Politics
-
Crime & Safety3 weeks agoOxfordshire ‘hidden trap’ pothole leads to compensation payout
-
Crime & Safety2 weeks agoYoung farmers club hosts fun farm competitions in Bicester
-
UK News4 weeks agoV&A faces calls to become living wage employer on eve of Stratford opening | V&A