HR professionals around the world are asking themselves: "How can we retain our most valuable talent?" Employee retention and motivation have become critical priorities for organizations across industries. While the use of artificial intelligence (AI) in employer branding and the employee experience is still emerging, it’s already opening up exciting new opportunities. When applied strategically, AI can serve as a powerful tool to boost employee engagement and long-term loyalty.
In times of talent shortages and high turnover, companies must not only attract top talent, but also keep it. Competitive pay, bonuses, and benefits all play a role, but the research is clear: employees stay when they feel seen, appreciated, and understood. That emotional connection is rooted in strong relationships with managers, colleagues, and cross-functional teams. This is where AI comes into play.
Most people associate AI in HR with applicant screening, optimized job postings, or chatbot-driven communication. But that’s just scratching the surface. AI has the potential to help employees actively shape and improve their workplace relationships.
Modern generative AI can support relationship-building in real time and on a profoundly personal level. One example: the AI coach “Jay” by ID37. Jay is powered by scientifically grounded personality profiling from the ID37 analysis. He helps users understand their emotions, recognize behavioral patterns, and communicate more empathetically. Jay also provides insights into team dynamics, assisting users to understand each other’s needs, challenges, and preferences to foster more productive and respectful collaboration.
As a digital companion and sparring partner, Jay offers personalized, not generi, responses to complex interpersonal questions like:
Jay facilitates meaningful conversations that spark insight and self-reflection. Powered by validated psychometric data, Jay doesn’t get tired, overwhelmed, or distracted. He’s always available exactly when employees need support.
AI-driven support like Jay enables smoother collaboration and healthier team dynamics. It helps foster emotional connection—without the need for time-consuming workshops or one-on-one coaching. Companies that provide Jay to all employees—not just leaders—see long-term improvements in culture and performance.
At ID37, data protection and content accuracy are top priorities. All personal data is securely transmitted and stored. Sensitive information is never used to train external AI models. ID37 strictly adheres to the EU’s GDPR standards and actively minimizes the risk of “AI hallucinations” to ensure that answers are precise, relevant, and trustworthy. Jay’s responses are grounded in scientifically validated data from ID37’s knowledge base.
„At ID37, we take data protection and privacy seriously. All personality profiles and chatbot-relevant data are stored securely and in full compliance with GDPR on AWS servers in Germany. Unlike generic AI tools like ChatGPT, Jay processes all data entirely within the protected ID37 ecosystem - ensuring full confidentiality.“
Thomas Staller, Managing Partner, ID37 Company
Traditional coaching is often expensive and limited to top-level employees. Jay changes that. As an always-available and easily scalable tool, Jay democratizes access to personal development. Everyone benefits - whether they’re in a project team, customer service, or on the factory floor. Employees feel heard and supported with intuitive, effective assistance that builds self-responsibility and emotional connection to the company.
Traditional coaching is often expensive and limited to top-level employees. Jay changes that. As an always-available and easily scalable tool, Jay democratizes access to personal development. Everyone benefits—whether they’re in a project team, customer service, or on the factory floor.
Employees feel heard and supported with intuitive, effective assistance that builds self-responsibility and emotional connection to the company.
Jay isn’t the only tool helping organizations retain talent through better relationships and personalized experiences. Other examples include:
What they all have in common: they promote individual growth, recognition, and a sense of personal agency - all essential drivers of long-term engagement.
Yes, compensation matters. But it’s not the key to long-term retention. What really makes employees stay? Strong relationships and a sense of belonging. With the right tools—like Jay from ID37—building those relationships becomes easier, more accessible, and more sustainable. AI doesn’t replace human connection, it enhances it.
