Gap Inc. Deploys AI Hiring Assistant Ahead of Holiday Recruitment Surge

Gap Inc. unveiled Bridgette, an artificial intelligence-driven career guide designed to help prospective employees navigate job opportunities within its portfolio of brands. The company announced the tool's availability in a Friday press release as it gears up for its busiest hiring season.

Built using technology from Paradox and Workday Recruiting, Bridgette handles multiple recruiting functions throughout the candidate journey. The platform helps applicants locate and submit applications, responds to common questions, arranges interview times, delivers appointment notifications and furnishes guidance to candidates as they progress through the hiring pipeline.

Gap Inc. expects to receive approximately 200,000 applications for seasonal positions during the upcoming hiring cycle.

Pilot Results and Operational Impact

The retailer piloted Bridgette starting in June across more than 100 store locations and six regional distribution hubs. During the pilot phase, the tool has engaged with nearly 45,000 users and coordinated over 7,000 interview appointments.

A primary objective behind Bridgette's development was to reduce the administrative burden on store managers who handle recruitment responsibilities. Gap Inc. is actively recruiting for both full-time and part-time seasonal roles at its retail locations and distribution facilities, though the company did not specify its total hiring target for the season.

Holiday hiring moves quickly, but the experience should still feel personal. We're using AI to remove unnecessary friction for candidates and our teams so they can connect faster. Technology can help manage the repetitive coordination behind hiring, while our people stay focused on the conversations and decisions that build great teams.

Amy Thompson, chief people officer at Gap Inc.

Industry Context and Market Dynamics

Gap Inc.'s seasonal hiring push arrives amid a broader contraction in retail employment. According to analysis by Challenger, Gray & Christmas, U.S. retail seasonal hiring is projected to decline 2.5% year-over-year, reaching approximately 450,000 positions in the fourth quarter. The National Retail Federation, however, forecasts a different range, expecting retailers to bring on between 325,000 and 375,000 seasonal workers, compared with 265,000 to 365,000 in the prior year.

Broader AI Integration Across Operations

Beyond recruitment, Gap Inc. is leveraging AI to enhance the customer shopping experience. The company introduced Alta Daily, an AI tool that generates personalized outfit recommendations by factoring in customer budgets, calendars and local weather conditions. Additionally, Daydream, another AI offering, suggests outfits based on customer search terms and merchandise from Gap Inc.'s various brand labels.

Recent Financial Performance

In its most recent quarter, Gap Inc. reported Q2 net sales of $3.7 billion, representing a 2% decline year-over-year, with comparable sales down 1%. Performance varied significantly across its brand portfolio. The Gap brand achieved net sales of $844 million, up 9%, alongside a 10% increase in comparable sales. Banana Republic posted 1% net sales growth to $478 million with comparable sales up 3%. Old Navy experienced headwinds, with net sales falling 4% to $2.1 billion and comparable sales declining 4%. Athleta faced steeper challenges, with both net sales and comparable sales dropping 12% compared to the prior-year quarter.