LinkedIn taps AI to make it easier for firms to find job candidates. Recruiters will be able to identify job applicants by asking questions in natural language, and marketing experts will be able to construct ad campaigns in only a few clicks, according to a statement released by LinkedIn on Tuesday.

The features of the Microsoft-owned (MSFT.O) social network for business professionals were developed using technology from OpenAI, the company that created ChatGPT and in which Microsoft has invested. More than 950 million people use LinkedIn, most of whom are free users. Its main source of revenue comes from charging recruiters, marketing, and sales professionals for access to its vast database.

This has traditionally required those customers to use data filters, keywords, and other search engine techniques to search LinkedIn’s database, effectively converting a natural query like “I want to hire a software developer with 10 years of experience in Minneapolis” into a language that LinkedIn’s database can understand.

Now, recruiters may naturally ask the same inquiry, and the machine will respond with questions. For instance, it can ask the recruiter if they are considering suitable candidates in a different city where the business also has offices or candidates whose job titles are not a perfect fit but who possess comparable abilities.

According to Ryan Roslansky, CEO of LinkedIn, in a time when job descriptions are changing quickly, LinkedIn is attempting to encourage employing individuals whose talents match the job criteria, regardless of title or degree.

“When you only consider whether a person attended an Ivy League university or worked for Google, you’re talking about a limited group of candidates everyone is seeking to hire. He added that tens of thousands of individuals are available when you concentrate on the talents needed to perform the job successfully. “Job titles alone are insufficient.”

LinkedIn is creating a tool that will utilize AI to analyze a company’s website and construct a marketing campaign for business-to-business goods and services that will run on LinkedIn’s site, as well as comparable capabilities for sales professionals looking for prospects.

The business, which generated more than $15 billion in sales over the last year, has no plans to increase prices for the new services. Parts of the features’ users’ tasks will be automated. “For the vast majority of the world, you’re going to find that those tasks are going to be augmented by AI, so your role will need to adapt a little bit,” said Roslansky.