At CaPow, AI is “a game-changer for how we think and operate in HR”

“AI lets me sharpen my focus, work smarter, and think bigger,” said CaPow’s Ilana Ginzburg, who leads HR at the scaling startup, reporting directly to the CEO, and drives the company’s people strategy at an executive level. “It takes the admin off my plate so I can focus on what really matters: growing the company and the people.”

CTech’s "HR in the AI Era" series explores how the AI revolution is impacting the workforce across Israeli high-tech companies. In this series, we uncover the effects (both personal and professional) that this technology shift has had on Startup Nation.

Ilana Ginzburg Vaknin

“AI has helped us work smarter, streamline processes, and free up time,” added Ginzburg Vaknin. “It’s not just about automation, it’s about transformation.”

You can read the entire interview below.

Company name: CaPow
Your name and title: Ilana Ginzburg Vaknin, Head of HR
Names of founders and upper management: Prof. Mor Peretz, Alon Cervera (PhD), Eli Abramov (PhD), and Noam Geffen
Year of founding: 2018
Investment stage: Series A
Total investment to date: $23 Million
Field of activity: Mobility
Number of employees: 35
Office location: Be'er Sheva, Israel
Number of open positions: 3

On a scale of 1-10, how much does the AI revolution disrupt your company operation in general, and the HR department specifically?

I rate the disruption as a 9 because AI is not just a tool, it’s a game-changer for how we think and operate in HR. I delegate the "grey zone" tasks, the ones that quietly consume my time, like CV screening, data crunching, and engagement metrics to AI. These were the tasks that blurred my focus, and now AI clears the fog.

This shift gives me the space to do what HR is really about: thinking big, creating bold strategies, and scaling the company and its people. AI lets me trade time spent on admin for time spent on vision. It’s not just about automation, it’s about transformation. It’s about freeing HR leaders to build, inspire, and lead with purpose.

What interesting AI tools do you and your staff use in employee management/recruitment?

We don’t typically use agencies, so AI sourcing tools are essential. I’m always exploring new options: right now I’m testing Perfect for sourcing and outreach.

For employee management, we rely on AI to handle repetitive, “grey” tasks like data analysis and communication drafts, freeing up time for creative, strategic work. Staying curious and testing new AI tools is part of our culture.

In which roles or tasks within your company has AI already begun to replace human labor (if at all)?

No roles have been replaced by AI. It can’t replace an HR leader or creative thinking. But as I lead HR in a scaling startup, AI lets me sharpen my focus, work smarter, and think bigger. It takes the admin off my plate so I can focus on what really matters: growing the company and the people.

What are the two major challenges you are coping with these days?

1. Going global: We’ve started hiring in the US, and expanding globally is no small thing. It’s a new game: new cultures, new markets, and a need to scale without losing what makes us, us.
2. Scaling people: Culture and ownership. It’s always the heart of everything. Making sure people believe in the company, in the mission, and in the leadership – that’s the key to retention and real growth.

Have you experienced workforce-related challenges due to the war, and are you still feeling the impact of the security situation on your human resources?

Of course. The war hit hard emotionally, logistically, and mentally. We’ve had to be there for our people, especially those serving in miluim (reserve duty) supporting them through uncertainty and challenges. Even now, the security situation keeps us on our toes. As HR, it’s a balance: creating space for our people while pushing the company forward. It’s not easy, but we’re part of an incredible people, and we keep moving.

Have you made changes to your workforce following the increased use of AI tools, both in terms of headcount and internal shifts between departments?

No, we haven’t made changes to headcount or shifted roles between departments because of AI. But AI has helped us work smarter, streamline processes, and free up time for what really matters growing the company and our people.

How does the global market uncertainty affect your workforce, in terms of employee numbers or departmental reallocations? Are you scaling your workforce up or down in different regions around the world?

The global market uncertainty pushes us to stay sharp, understand the market, be open to changes, and focus on smart growth. We’re building the team where it makes sense, especially in the US, while keeping R&D in Israel.

Do you estimate that in 2025–2026 you will increase or decrease the number of personnel? Explain why.

It’s not about more or less, it’s about being smarter. It’s about shaping the roles we really need, using AI to sharpen our work, and building teams that move fast, think big, and deliver impact.