AI-based interviews and applicant perceptions: insights from China and Pakistan.

INTRODUCTION

Artificial intelligence (AI) technology is increasingly integrated into recruitment processes, yet cross-cultural differences in job applicant responses to AI-based interviews remain understudied. Drawing on Signaling Theory and Fairness Heuristic Theory, this study examines how applicants in China and Pakistan perceive AI-based versus human-based interviews, focusing on three critical outcomes: perceived transparency, interactive communication, and job pursuit intention. It further examines whether trust in AI moderates these relationships and whether this moderating role is comparable across the two cultural contexts.

METHODS

Data were collected from 225 respondents in China and 213 respondents in Pakistan using a convenience sampling technique. Partial Least Squares Structural Equation Modeling was used to test the proposed relationships, followed by measurement invariance assessment and multi-group analysis.

RESULTS

The results show that AI-based interviews were negatively associated with perceived transparency, interactive communication, and job pursuit intention, with stronger negative associations observed among respondents in the Pakistani sample than in the Chinese sample. Moreover, trust in AI systems emerged as a significant positive moderator in both cultural contexts, suggesting that higher trust in AI weakened negative applicant responses to AI-based interviews.

DISCUSSION: Overall, the findings enhance understanding of how interview type and related perceptions shape applicant attitudes in cross-cultural recruitment settings. The study provides practical implications for HR managers and organizations, and discusses key findings, managerial recommendations, study limitations, and directions for future research.