In 2025, a comparative study was carried out to analyse the readiness of young people in Estonia, Latvia and Lithuania to adopt and use artificial intelligence (AI) in recruitment and management processes. The digitalisation trends of today’s labour market require not only technical skills, but also an understanding of the ethical, social and professional aspects of working with AI in HR.

Topic Relevance

The introduction of MI in HR practices is becoming a global standard: CV automation, online interviews and algorithmic analysis of candidate profiles significantly speed up and streamline recruitment processes. At the same time, new challenges are emerging related to trust in MI, transparency of algorithms, fairness issues and protection of personal data.

It is particularly important to study the readiness of young people, who are the main users and “objects” of digital tools for employment. Differences in digital literacy, awareness and attitudes towards MI can create new barriers or, on the contrary, competitive advantages in the labour market.

Objectives and methods of the study

The study surveyed 600 young people (18-30 years) from Estonia, Latvia and Lithuania (200 in each country) and conducted a series of semi-structured interviews with young people of different age, educational and professional backgrounds. The following were assessed:

– level of digital competences;

– Awareness of MI in HR and experience of using digital tools for job search;

– Attitudes towards the benefits and risks of MI in the selection process;

– the advantages of human and algorithm roles in the selection process.

Main results

Digital skills

The highest levels of digital literacy are found among young people in Estonia and Lithuania, where more than 90% of respondents rate their skills as “good” or “excellent”. In Latvia, only 78% of respondents are so, and there is a gap between young people from cities and regions. The 18-24 age group is more confident in using digital technologies than the 25-30 age group.

Awareness and experience of applying MI in HR

A large proportion of young people are aware of MI tools in recruitment, but only 10% of respondents have actual experience with such technologies. 90% of young people in Estonia, 78% in Lithuania and 64% in Latvia have heard of digital solutions for recruitment. The main sources of information are educational institutions, media, social networks, university career centres.

Treatment of MI in the selection process

Young people in the Baltics are generally cautiously optimistic about MI in HR internships. The main benefits are faster recruitment, automation of routine processes, and the ability to assess candidates objectively. Estonia has the highest level of trust and positive attitudes towards MI (4.0 out of 5), Lithuania – 3.7, Latvia – 3.4.

The role of man and the algorithm

The majority of young people (95%) believe that the final hiring decision should be made by the individual, even if the initial selection is made by MI. Transparency of procedures, the possibility of feedback and the right to challenge automatic decisions were emphasised. At the same time, 60-78% of respondents are willing to participate in automated interviews and tests, subject to ethical and legal standards.

Fears and expectations

Key concerns include the use of personal data (video, social networks), the risk of discrimination on the basis of opaque criteria, and the loss of an individual approach to assessing candidates. In Estonia and Lithuania, there is more talk about ways to reduce human bias, in Latvia – about protecting vulnerable groups and developing digital literacy at national level.

Comparative country profiles

A) Estonia: high digital literacy, confidence in automated systems, self-confidence, support for national digitisation initiatives.

В) Lithuania: pragmatic approach, desire for transparency and fairness, moderate level of readiness to use MI in HR.

C) Latvia: strong differences in digital skills, high levels of scepticism and concern, particular focus on preserving the human factor and the need for educational reforms.

Practical conclusions and recommendations

– Engaging young people in the digital economy requires not only technical skills, but also an understanding of the rights, responsibilities and risks of using MI in employment.

– There is a need to integrate digital literacy and MI modules into university and college curricula, and to regularly inform young people about new tools and legal safeguards.

– It is important for employers to communicate clearly about the use of MI in recruitment, to ensure feedback and a balance between algorithms and human involvement at all stages.

– Particular attention should be paid to Latvia, where targeted national initiatives are needed to develop digital competences and reduce digital inequalities.

Conclusion

The readiness of young people in the Baltic States to participate in MI-oriented HR practices is generally high, but there are still significant differences between countries and social groups. The most consistent position is Estonia, where digital technologies and MI are already an integral part of education and the labour market. In Lithuania, pragmatism and openness to innovation prevail, while demands for transparency in processes are high. In Latvia, there is a clear need to strengthen digital literacy and develop trust in new tools.