Deploy, Reshape, Invent: How AI is Changing Hiring Forever

Back in the 90s, I worked at a video store. You remember those, right? Rows and rows of VHS tapes, a handful of copies of The Shawshank Redemption, and a lot of customers who waited (sometimes for hours!) just to get their hands on the latest release. In my early teens I was essentially IMDB for my local corner of Dublin, recommending comedies and thrillers to customers who had no idea what to pick!

Then Netflix arrived.

First, it reshaped the industry with DVDs mailed directly to your home. No waiting in line, no late fees. And then came streaming – a complete invention that obliterated the old model.

The video store? Gone.

We’re now at a similar inflection point in hiring. AI isn’t just tweaking how we work, it’s completely transforming it. It’s the internet moment for recruitment, and it’s moving fast. So, how do we frame this change? The Boston Consulting Group’s framework of “Deploy, Reshape, Invent”, which I mentioned in my 2025 Hiring Trends article, provides a helpful lens. Let’s break it down.

Deploy: Incremental Gains with AI

AI has already started to change the game by helping us deploy small but meaningful improvements. Think of tools like ChatGPT drafting job descriptions, writing Boolean strings, or automating interview scheduling.

Many companies are using AI to auto-schedule interviews, reducing their time-to-schedule to mere minutes. This isn’t revolution, though – it’s evolution. Small changes that save time, eliminate admin work, and create efficiencies.

It’s like those early days of the internet when businesses built websites to showcase opening hours or allowed customers to check stock online. Useful? Sure. Groundbreaking? Not yet.

Reshape: Redefining Processes

This is where things start to get really exciting. AI isn’t just automating individual tasks, it’s starting to reshape how we approach hiring entirely.

One of the best examples I’ve found of this revolves around McDonald’s. They operate on a staggering scale: 40,000 locations across 120 countries, making 2 million hires per year. For them, hiring efficiency isn’t just a nice-to-have, it’s a business imperative.

Here’s the challenge they faced: Every time a drive-thru was down one crew member, they lost $500 a day. Why? Longer lines deterred customers, and lost revenue added up fast. With an average time-to-hire of 21 days, that’s $10,500 in lost revenue for just one vacancy. Multiply that by the number of unfilled roles across their global operations, and the financial impact was staggering.

Enter McHire, an AI-driven hiring system powered by Paradox. Instead of job applications requiring CVs and lengthy forms, candidates simply text a number. The AI-powered chatbot handles the rest – screening candidates, scheduling interviews, and sending offer letters. What used to take 21 days now takes just 3.

The result? McDonald’s unlocked an additional $2 billion in annual revenue.

This is reshaping in action – AI not just supporting hiring but fundamentally redefining it.

Invent: What’s Next for Hiring?

So, if we’re deploying AI and reshaping processes, what does the “invent” stage look like?

Think of Netflix. After reshaping the video rental industry by mailing DVDs, they invented an entirely new model: streaming. Similarly, the invention stage in hiring will take us beyond automation and into entirely new paradigms.

Imagine hiring without CVs. Instead of screening documents, AI could assess candidates’ skills, experiences, and potential in real time. What if interviews became simulations tailored to the role? Or assessments were gamified to reveal strengths and weaknesses?

The seeds of this are already being sown. We’re not there yet, but the shift is coming.

The Hiring Spectrum: McDonald’s vs. Michelin Star

But not all jobs are created equal. And AI’s impact will differ depending on the scenario. That’s why it’s helpful to think of hiring on a spectrum – from low-skill, high-volume roles to highly differentiated, specialized positions.

At the “fast-food” end, speed and consistency are most often king. Automation drives efficiency, reducing friction and ensuring that every step, from application to onboarding, is seamless. Candidates want quick answers and clear processes – they don’t need a recruiter holding their hand.

Now, shift to the other end of the spectrum. Here, personalization in the hiring process is the priority. Candidates for high-skill roles expect a tailored experience, human interaction, and white-glove treatment. They want to feel valued and courted.

That doesn’t mean automation has no place at this level. Think of the Michelin-starred restaurant as an allegory, where you book your table online and pay the bill with a QR code. These automated touches enhance the elevated experience, freeing up the staff to focus on creating unforgettable moments for diners.

The same principle applies to hiring. AI can handle interview scheduling or provide insights to hiring managers, but the core of the process – the connection, the engagement – remains human.

Final Thoughts: The Future Is Already Here

AI is already transforming hiring, from the McDonald’s of the world to the Michelin-starred experiences. Whether it’s automating scheduling or inventing entirely new ways to evaluate talent, the possibilities are endless.

But here’s the thing: The organizations that will thrive are the ones that embrace this change. Those that cling to old processes risk becoming the video stores of hiring – left behind by a world that’s moving on.

The choice is yours. Are you ready to deploy, reshape, and invent? Let me know your thoughts, and as always, thank you for reading.