In the past year, artist duo Kairus (Linda Kronman and Andreas Zingerle) has explored the impact of artificial intelligence on the job market, investigating AI tools used by both job seekers and recruiters. Opinions about the use of AI in recruiting are divided. On one hand companies are eager to leverage AI to reduce bias and streamline the recruitment process. Tools like resume screening software and video interview analysis have become essential for recruiters. On the other hand, AI tools for employment are categorized as high-risk in the EU AI Act, despite of this the use of AI in hiring remains largely unregulated. This has given rise to a consulting industry in which influencers offer strategies to job seekers on how to navigate AI profiling. When searching for a job opportunity sa lot is at stake, yet optimizing ones performance for AI augmented employment processes can be very dehumanizing.
The outcome of artistic research investigating AI in the employment sector is presented in two artworks by Kairus: Ideal Behavior and Posthuman Recruiting – A Conversation with Virtual Job Coaches. Ideal Behavior was produced with support from the European Media Art Platform (EMAP). As part of the EMAP framework Linda and Andreas spent a two months residency at M-cult in Helsinki, a media art agency known for its focus on the critical engagement with the cultural and social dimensions of media and technology. “Posthuman Recruiting” premiered during STWST48x10 NOPE comparing how four different large language models - ChatGPT-4, Llama 3.1, Claude 3, and Mixtral - consult with job seekers to help them deal with increasingly automated recruiting.
In the summer of 2024 M-cult producer and EMAP coordinator Mia Mäkelä interviewed Kairus about their artistic research on AI and recruitment and the video installation 'Ideal Behavior' that they worked on during their residency.
Mia: IDEAL BEHAVIOR explores the use of AI technology in IKEA's recruitment practices. What interests you about this topic, and why did you choose IKEA?
Kairus: We are particularly interested in the automation of recruitment processes, especially within large international corporations like IKEA, Nike, and Unilever. As recruitment becomes increasingly automated, the experience can become dehumanizing. Resumes and motivation letters are often scanned automatically, candidates are categorized, and rejections are sent out without any human interaction.
Those who rank higher may receive invitations to video interviews, which are frequently automated and consist of multiple-choice questions or recorded responses uploaded by the candidates. These videos can be analysed by algorithms, and it may not be until the final interview with an HR representative that candidates interact with a human. This shift significantly impacts our lives, as job seeking is a common experience in adulthood, making the topic of recruitment especially relevant.
IKEA style Poster of Andreas and Linda (Photographed by Vanessa Riki)
In Spring 2024, the EU AI Act was formally adopted by the European Parliament, marking it as the world’s first comprehensive legal framework on AI. This act ensures that AI systems are used safely and ethically, prohibiting practices that pose unacceptable risks and establishing clear requirements for potentially harmful AI systems. Recruitment processes are already heavily influenced by algorithmic automation, with key decisions like hiring, promotion, and termination classified as “high risk” under the EU AI Act. A recent OECD paper highlights that AI systems in recruitment can replicate and systematize human biases, particularly affecting young applicants seeking entry-level positions in a competitive job market.
We chose IKEA as a case study for several reasons: As the world’s largest furniture retailer, IKEA has pioneered the use of AI in recruitment. Since 2018, they have employed a machine learning recruitment robot named Vera, which interviews over 1,500 applicants daily—an efficiency that would take traditional recruiters months to achieve. More recently, IKEA launched "The Hej Copilot", a generative AI tool developed in collaboration with Microsoft, to assist employees with tasks like image creation and presentation development. The company is also committed to training its workforce in AI literacy to enhance creativity and efficiency.
However, the application process at IKEA is highly automated and varies by country because of its franchise model. In many locations, this includes automated screenings of resumes and motivation letters, as well as recorded video interviews. During our research, we applied for jobs at IKEA stores in Austria and Finland, both part of the Ingka Group, the largest IKEA franchisee. We discovered that applicant data is processed by third-party platforms like Avature and HireVue, which offer AI-driven products for analysing job application materials and assessing personality traits through formats like the Big Five personality tests.
IKEA, Avature, and HireVue promote AI as a solution to reduce bias and foster diversity in recruitment—a claim that has been challenged by critical AI scholars. Our curiosity about how IKEA implements these technologies in its recruitment process led us to explore this further.
Additionally, we chose IKEA as an artistic case study because it is branded as a sustainable, climate-conscious, and innovative company. Its mission is to provide affordable, well-designed home furnishings, making it a familiar presence in many homes and offices. This recognition allows us to playfully engage with IKEA's aesthetics in our work.
During our time with M-cult in Helsinki, we shot a video at IKEA, incorporating recognizable elements like price tags to provide background information on the ‘Big Five’ personality traits. We also created IKEA-style assembly manuals to illustrate how job seekers can optimize their applications using AI tools. Collaborating with Finnish artist and photographer Vanessa Riki, we explored IKEA aesthetics and the emotional roller-coaster of job applications through our photo shoots.
Ideal behavior Video Still (by Kairus)
Mia: One of your previous works is titled Suspicious Behavior (2020). Is there a connection between this work and IDEAL BEHAVIOR?
Kairus: Absolutely! Both projects connect to AI and labour but from different angles. "Suspicious Behavior" focuses on annotation workflows for AI, examining click workers who train algorithms by labelling videos and images. This artwork highlights power asymmetries in data labour, which can be seen as a form of AI colonialism. It also investigates the datasets used to create software for detecting anomalous behaviour in surveillance, questioning how suspicious behaviour is categorized and what data labour remains hidden behind the scenes.
In contrast, "Ideal Behavior" addresses job seekers, particularly those pursuing entry-level positions. It explores how applicants must navigate algorithms to eventually connect with a human recruiter. This project also examines categorization systems like the Big Five personality traits, which are increasingly used in recruitment and claimed to be more objective than human judgment. Both "Suspicious Behavior" and "Ideal Behavior" explore how we alter our attitudes when assessed by algorithms—how we conform to norms to avoid being labelled as suspicious or how we present our most ideal selves to become the perfect candidate.
For a while we also actively applied for jobs at IKEA, utilizing various AI tools like ChatGPT and image generators to create 'professional' corporate photographs of ourselves. We researched blogs and videos from influencers and consultants on how to apply for jobs at IKEA and other multinational companies. We tested strategies to "trick" these AI systems, or more accurately, to "optimise our performance." This included crafting motivation letters and resumes tailored to specific job postings, identifying company values, and highlighting transferable skills to demonstrate our fit for the roles.
We also explored interview preparation tips, focusing on presentation, camera presence, background aesthetics, and lighting—all factors that influence how AI assesses candidates and the algorithmic ratings they receive. Ultimately, both "Suspicious Behavior" and "Ideal Behavior" delve into labour and the impact of artificial intelligence on our performance in the job market.
Mia: You are getting closer to finishing your work, how do you envision the final work to look like?
Kairus: We envision a 20-minute single-channel video installation to be displayed on a large screen or projected. Part of the footage is shot in IKEA showrooms, setting the stage for the daunting job application process, characterized by waiting and repeated rejections. To date, we have not received a job offer from IKEA.
Throughout this journey, we applied as ourselves, using our actual CVs instead of fabricated profiles. We employed AI tools, tips, and tricks to demonstrate that our backgrounds in art and design make us suitable candidates for positions like cashier or logistics at IKEA. Despite the common belief that "anyone can get a job at IKEA," our PhDs often seem to disqualify us, even though ChatGPT identifies several transferable skills between a digital artist and a logistics worker.
In the video, we present responses from ChatGPT, including motivation letters and interview preparation Q&As, through our 'AI avatars.' We used AI image generators to create professional corporate images of ourselves, and another AI tool to lip-sync the ChatGPT answers to these images. While the corporate-style images project an ideal appearance, the lip-syncing creates an uncanny, artificial feel.
Ideally, the installation would include IKEA furniture, allowing viewers to interact with items like a Billie shelf or tables. We created five IKEA-style price tags referencing the OCEAN personality traits, which would hang on the furniture, linking the installation to our research on these traits commonly used in recruitment. Assembly manuals would provide insights into the ChatGPT prompts we used to optimize our CVs and interview responses for specific IKEA positions.
Overall, the video captures our process and use of AI tools in applying for jobs at IKEA, with accompanying printouts offering further background information. We are currently testing the initial elements and look forward to showcasing the installation in upcoming exhibitions.
Links:
Contact: we@kairus.org