AI in HR: Empowering People, Enhancing Work, and Redefining Roles at BridgeWise

HR in the AI Era: Balancing Efficiency with Empathy

“AI isn’t replacing people, it’s elevating their responsibilities,” says Or Eligula, Chief Operating Officer at BridgeWise, who also leads the company’s human resources department. HR leaders today face the challenge of balancing efficiency with empathy, using AI to support and enhance the human experience rather than replace it.

At BridgeWise, the approach is clear: success comes from combining AI’s precision with human critical thinking, empathy, and adaptability.

Company Overview

• Company name: BridgeWise
• Leadership: Or Eligula (COO & HR Lead), Gaby Diamant (CEO), Dor Eligula (CBO), Mor Hazan (CPO), Elad Nachmias (CTO), Dvorit Shahaf (CMO)
• Founders: Or Eligula, Mor Hazan, Dor Eligula, Gaby Diamant
• Founded: 2019
• Investment stage: Series A with $20M+ raised
• Industry: AI, Fintech, Investment Intelligence
• Employees: 50-100
• Headquarters: Tel Aviv, Israel, with teams in LATAM, APAC, and Europe
• Open positions: 5

AI's Impact on Company Operations and HR

BridgeWise rates AI’s disruption to their overall operations and HR at 8.1 out of 10. AI is embedded in everything—from helping customers make smarter investment decisions to reshaping internal workflows.

The company’s proprietary AI models analyze vast financial data in real time, generating actionable insights with speed and accuracy. This capability allows teams to focus on strategic tasks that require human judgment, such as product development and client relationships.

Internally, AI tools help streamline workflows and improve decision-making. This has led BridgeWise to rethink roles and team structures, ensuring talent development keeps pace with technology.

AI Tools in HR Workflows

In HR, AI supports practical tasks like drafting job descriptions, structuring interview questions, and enhancing internal communications. Tools such as ChatGPT help the HR team move faster and communicate more clearly, ultimately improving hiring outcomes.

AI Amplifies Human Roles, It Doesn't Replace Them

AI acts as a force multiplier at BridgeWise. For example, instead of manually analyzing thousands of stocks, AI analyzes tens of thousands instantly. This frees the team to focus on areas requiring creativity and strategic thinking.

Some roles have evolved to include new responsibilities, such as AI oversight and prompt engineering. The message is clear: AI changes the nature of work but doesn’t eliminate the need for people.

Challenges in the AI Era

One key challenge is building trust in AI outputs. BridgeWise works closely with financial institutions to ensure AI systems are reliable, explainable, and compliant, helping to raise industry standards.

Another challenge is human adaptation. The company prioritizes helping employees and clients adjust mindsets and workflows to fully benefit from AI tools.

Workforce and Wellbeing Amid External Pressures

External factors, like regional conflicts, have impacted employee wellbeing and availability. BridgeWise responded by increasing mental health support, offering flexible work options, and emphasizing empathetic leadership.

The company has not cut headcount due to AI but has seen shifts in team operations. As AI takes over routine tasks, employees can focus on higher-impact work, requiring new skills and responsibilities.

Global Market Uncertainty and Hiring Strategy

Despite global uncertainty, BridgeWise continues to hire top talent and reallocates resources to growth areas such as LATAM, Europe, and APAC. They remain focused on agility and long-term growth rather than scaling back.

They anticipate personnel growth in 2025–2026 alongside an ambitious product roadmap.

HR professionals looking to adapt to AI’s growing role can benefit from exploring practical AI courses and certifications. Resources such as Complete AI Training’s latest AI courses offer valuable skills for integrating AI into HR workflows.