Artificial Intelligence (IA) has ceased to be promise and has become a reality in sensitive areas such as recruitment and talent selection. THE GupyBrazilian startup reference in technology for has expanding the use of the tool to transform the experience of candidates and companies, but reinforces that the process requires extra attention to ethical, diversity and security issues.
Mariana Dias, Gupy’s founder, lectured on the theme on the panel “AI Challenges and Opportunities” at Cortex Summit 2025, Brazil’s largest AI and Go-to-Market event, and commented that the difficulty grid is in ensuring that AI does not reproduce discriminatory biases.
“There are two things that we worry absurdly. One is the part of ethics and diversity and the other is the safety part, which is as important as. Creating is easy, but you need to understand what to use and how to use,” he explains.
Free tool
XP Simulator
Learn in 1 minute how much your money can yield
The company, which processes data from more than 50 million users monthly, says it maintains a core dedicated exclusively to evaluating ethics in selective processes. “We are absolutely sure that our Ia does not evaluate age, gender or nothing that can go against various processes. Even more so being the platform of the largest employers in the country, we have to take this kind of care.”
Go to whatsapp and more affordable vacancies
One of the recent advances was the launch of the Smart Vacanciessolution that allows candidates to participate in the entire selection process by WhatsApp – from registration to preliminary interviews with conversational agents.
“Imagine making an inscription without those more bureaucratic, half -conversational forms. An interview you don’t even realize you are an AI agent on your own WhatsApp. This experience is already happening,” says Mariana.
According to the executive, the news raised the NPS (Satisfaction Index) to 99% and increased workers’ access to operational vacancies. “People who don’t necessarily have certain academic formations can apply much simpler.”
Continues after advertising
Despite growing digitization, Mariana points out that the decisive stage of recruitment continues in the hands of managers. “The final interview never an artificial intelligence will replace. It is the moment of the leader with the candidate person,” he concludes.
