This study explores the emotional and experiential impact of AI-powered recruitment processes on applicants’ experiences and the organization’s employer branding and highlights the significant challenges associated with the increasing reliance on AI in talent acquisition. Through thematic analysis of semi-structured interviews with 30 applicants and practitioners, this study uncovers pervasive negative emotions such as anxiety, frustration, and dehumanization stemming from the rigid and impersonal nature of AI systems. These emotional responses pose substantial risks to employer branding, potentially leading to long-term reputational damage. Despite practitioners’ awareness of these challenges, organizations continue to implement AI-driven recruitment processes, prioritizing operational efficiency over candidate experience. AI in recruitment primarily benefits organizations at the expense of applicants.