When looking for a job in a challenging market, most people would agree you need any leg up you can get.
These days, many job seekers are looking to artificial intelligence (AI) to provide that advantage, says Koula Vasilopoulos, senior managing director at employment agency Robert Half Canada.
"We're well past the point of AI being a novelty in the job search," says Vasilopoulos. "Generative AI tools are now widely used for resumes, cover letters and interview preparation." Indeed, according to a 2025 survey, a whopping 81 percent of Canadian job seekers use AI to draft resumes and cover letters.
While chatbots are often the first stop for updating credentials, there's now a whole slate of AI-powered platforms that say they offer career counseling, coaching and support, including FutureFit AI and several other platforms.
Vaishnavy Gupta, vice-president for Canada at FutureFit AI, says the platform was created to address a "growing mismatch" between how careers actually work today and the systems that are designed to support job hunters.
"Employment services, education programs, career guidance have always been built for a much more predictable labor market, and that's not really the case anymore," she says.
FutureFit AI bills itself as a "career GPS." Gupta says the platform brings together data about jobs, skills, career pathways, training and employers, then uses AI to turn this fragmented labor market information into actionable guidance for job seekers.
"For individuals, this translates into personalized career navigation," Gupta says. "The platform helps people understand their existing skills, explore relevant pathways, identify gaps, access training, prepare for jobs and move toward employment with clearer direction."
If there is a gap between what someone wants to do and their skillset, the platform will provide tailored training recommendations or other ways to fill that gap.
As with many tools powered by AI, skeptics may question whether algorithms can supplant the kinds of insights a person could provide. Stephanie Whitney of the Future of Work Institute at the University of Waterloo says that AI-powered career counseling tools can be beneficial for job seekers, especially when they help users "archive" their own story — their past successes, values and anecdotes.
"This 'second brain' can help the user to stay consistent while maintaining their authentic voice," Dr. Whitney says. "For people re-entering the workforce or pivoting after a layoff, AI tools can build confidence by helping to translate skills to new sectors, giving job seekers the professional vocabulary to talk about values and skills that they already possess."
Dr. Whitney adds that "AI tools should be used to augment, not replace, the job seekers' critical thinking about their career."
Vasilopoulos says that while career coaching tools can help individuals "explore pathways they may not have previously considered," she thinks there is a limit to what they can reasonably offer.
"AI tools tend to present what's statistically most likely, not necessarily what's most meaningful or fulfilling. Things like personal motivation, workplace dynamics and the nuances of potential growth all play into career decisions," she says.
"Progression still depends on judgment, self-awareness and relationship-building, areas where human insight remains essential."
While FutureFit AI says it offers personalized career guidance, it's not actually trying to replace humans. "The platform works best alongside counsellors, employment services and case workers, who are best positioned to address more complex and personal circumstances," says Gupta.