According to Morrisby, artificial intelligence can transform career guidance.
The careers-matching platform, at the launch of a report that examines the impact of AI on the industry’s future, highlighted the opportunities AI provides to improve the way guidance is delivered in UK, by fixing existing provisions and creating greater equity.
Morrisby CEO Chris Glennie warned that early investment was needed to capitalize on AI’s use. AI can help reset advice delivery and close the “delivery gaps” in careers advice.
Glennie stated: “The potential of AI to revolutionise the way we match skills and opportunities, predict trends in employment, and personalise our career paths isn’t just exciting, it’s essential.” Investment in career education, information and advice generates significant returns by improving educational, economic and social outcomes.
The report, co-authored by Dr Chris Percy and associate professor Deirdre Houghton, explored how AI platforms could increase its reach and offer more current and personalised advice in order to make the support system more effective and inclusive for all age groups.
Glennie said: “For far too long, too many people, both adults and young people, have not received the support they needed to find the right career.
We have the opportunity to reset the system with AI and make sure everyone has access when they most need it to tailored support. In its Artificial Intelligence Opportunities Action Plan, I hope that the government will outline a path for the career guidance sector.
It was suggested in the report that AI-based tools could boost the productivity of customer service staff by 14% on average. The report suggested that the careers sector is equally ambitious in its efforts to accelerate its delivery.
The report outlines several ways that AI technology can help people with their career decisions, from providing high-level information about what jobs are like to finding positions or sectors similar to the ones someone is interested in. It can also analyze job ads and company websites in order to better understand trends and give details about application success rates.
Morrisby, however, believes that the UK will fall behind if it does not invest in AI. He points out that other European nations like Finland and Norway are already using AI to support career development at the national level.
Deirdre Houghton, co-author of the report and a founding Director of CareerChat UK said: “In today’s rapidly changing world career guidance is about equipping people with the skills they need to navigate the unpredictable and disruptive nature of modern life and work.” The human element will always be important, but AI can enhance careers development professionals’ work by allowing them to focus on the people who need it most in a more personalized way than they are currently able.
