The AI Buzzword Hall of Fame: Top Recruitment Suppliers who were at Rec Expo

Rec Expo was a masterclass in two things: enthusiasm and adjectives. Rather than wade through the hype, I’ve grouped the standouts by what they really do - AI-first, smart automation, and the “we promise it’s not AI” crowd. Some deserve applause, some a thesaurus. Either way, if you’re deciding where to invest attention (and budget), start here...

Buzzword Bingo at the RecExpo Birmingham 2025

Welcome to the AI Buzzword Hall of Fame. Rec Expo this year was wall‑to‑wall “AI‑powered, full‑stack, real‑time” everything. To save you from drowning in adjectives, I’ve grouped the suppliers by category (because there are loads of them) just to give you some quick, practical takeaways so you can spot substance.

The Full AI Buzzword Brigade


360AI - Top Offender
  • Buzzwords used: AI-powered - full-stack - talent intelligence -  automate - real-time
  • Description: Full-stack AI-powered talent acquisition platform with AI recruiter agents for sourcing, screening, outreach and engagement
  • Buzzword density: 9/10 - They've literally got AI in their name

Loxo - Serial Buzzword User
  • Buzzwords used: AI-powered - ONE platform - radically improve - cut costs - simplify workflow
  • Description: Combining ATS, CRM, outbound recruitment, data, and sourcing into one AI-powered platform
  • Buzzword density: 8/10 - "Radically improve" is peak 2025 marketing

Shazamme - Bold Claims Department
  • Buzzwords used: Cutting edge - AI built in - catapulted...into the future
  • Description: Drag & drop recruitment websites with AI built in - positioning themselves as the "Canva for recruitment websites"
  • Buzzword density: 7/10 - "Catapulted into the future" is wonderfully hyperbolic

Vente AI - AI in the Name Category
  • Buzzwords used: AI (in name) - automating - win more jobs
  • Description: Automates spec CV, lead discovery, and target company tracking
  • Buzzword density: 6/10

The "Smart Automation" Crowd

Access Evo
  • Buzzwords used: Cutting-edge - fully integrated - automation tools -  decision intelligence
  • Description: Front-to-back office RecTech suite with CRM, screening, onboarding, payroll
  • Note: "Decision intelligence" is a nice dodge around saying AI

Devyce
  • Buzzwords used: AI powered - delightful (?)
  • Description: AI-powered phone system for recruitment teams
  • Buzzword density: 5/10

Ami AI
  • Buzzwords used: Voice AI - automated - fully bespoke
  • Description: Voice AI recruitment assistant for automated phone screening
  • Note: Voice AI is the new hotness - competing with Alex.ai (from my earlier articlein 5 Point Friday)

SourceWhale
  • Buzzwords used: Productivity Platform - unifies - boost productivity - cut admin
  • Description: Recruitment productivity platform for sourcing, outreach, follow-up
  • Note: Not explicitly AI-branded but positioning in the efficiency space

The Automation (But We Won't Say AI) Group


Astute Payroll by Deel
  • Buzzwords used: Streamlined automation - experience
  • Description: Pay-to-bill software with automation for timesheets, onboarding, payroll

JobAdder
  • Buzzwords used: Intuitive automation - love to use (emotional appeal)
  • Description: ATS and CRM with automation for recruitment admin

LogicMelon
  • Buzzwords used: Automation - custom pipelines - end-to-end
  • Description: Multi-posting, ATS and CRM in one with automation

Recruso
  • Buzzwords used: Automation on the go - cloud-based - fast-paced
  • Description: Temp recruitment software with worker self-registration and automation

paiyroll
  • Buzzwords used: Automates - real-time - zero errors - cloud
  • Description: Cloud payroll automation for PAYE, CIS and Umbrella
 

The "AI-Adjacent" Players


daidalo
  • Buzzwords spotted: AI - automatically fixing - 24/7 - radar that scans
  • Description: Lives inside your ATS keeping data clean automatically
  • Angle: Data hygiene automation - smart positioning as AI foundation

Ringover
  • Buzzwords used: Game changing - integrated - omnichannel
  • Description: Cloud-based multi-communications platform
  • Note: Only one of your buzzwords but "game changing" is doing a lot of work there

mywage
  • Buzzwords used: All in one - future of work - pioneering - revolution
  • Description: Pay & Bill & HR ecosystem for staffing
  • Note: "Payroll revolution" is delightfully grandiose

The Contractor Broker
  • Buzzwords used: Streamline - maximise efficiency
  • Description: Payroll solutions and lead generation
 

The "We're Innovative But Not AI" Category

MatchMaker Software
  • Buzzwords used: Ground-breaking - versatile
  • Description: Front office solution from team with 35+ years experience
  • Note: "Ground-breaking" is an interesting choice for a traditional recruitment system

Paiger
  • Buzzwords used: Complete - instantly - all in one place - personalised
  • Description: Business development platform for finding direct employer vacancies
  • Note: Interesting they're avoiding AI language despite clear automation features

The Traditional Players (Minimal Buzzwords)

These exhibitors are notably NOT using the AI buzzword playbook:

  • Bullhorn - Despite being huge in AI (acquired Textkernel), their expo description is surprisingly modest: just industry-leading and cloud-based
  • itris X - Work smarter, not harder but no AI buzzwords
  • TrackerRMS - Leading global provider but avoiding the hype
  • Veremark - Background checks with no AI marketing (yet)
  • Quadzu - Labour management without the buzzwords

The Honest Assessment


Actually Doing AI:
 
360AI - Built for it, in the name, proper AI agents
Loxo - Established player with genuine AI capabilities
Ami AI / Devyce - Voice AI is real tech
Vente AI - Automation that's probably LLM-powered

Smart Automation Calling It AI:

Shazamme - Drag-and-drop builders with some AI features
Access Evo - Good automation, AI built in likely means some smart features
daidalo - Data cleaning automation (could be rules-based or ML)

Traditional Automation, New Branding:

Most of the automation players
Payroll systems calling themselves cutting-edge

Refreshingly Honest:

Bullhorn - Could shout about AI more but doesn't need to
TrackerRMS - Established, not chasing buzzwords
itris X - Traditional but effective

So there you have it, my take on the AI Buzzword Brigade from RecExpo Birmingham 2025. It’s not gospel, just my own lens on how deep the AI narrative now runs through recruitment tech.

Whether it’s genuine innovation or creative copywriting, the sheer volume of AI claims shows how pervasive this theme has become in our industry.

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