David Hughes
Global Talent/People leader formerly at Costa Coffee (noted in the episode as now at HSBC) who led Costa's initiative to use AI-driven chat assessments to hire frontline staff and improve candidate experience.
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Jan 29, 2026 • 23min
How Costa Coffee Uses AI To Hire "Best Fit" Staff Which Candidates Love!
David Hughes, a global talent leader who led Costa Coffee’s AI hiring push, explains how Costa shifted from hiring the “best” to the “best fit.” He describes a five-question AI chat assessment that scales to hundreds of thousands of applicants. Topics include behavior-first hiring, candidate experience rated 9/10, Gen Z engagement, implementation challenges, and plans to scale AI beyond frontline roles.
