Employer branding has entered a new era. AI can now write careers content, personalise candidate outreach, generate videos, and automate engagement at a scale that would have been unimaginable just a few years ago. At the same time, candidates have never been better at spotting generic messaging, over-produced content, or a culture that doesn’t match reality. So where should employers draw the line? In this session, we’ll explore how organisations can embrace AI without losing the authenticity that attracts – and retains – the right talent.