Gap Inc. deploys AI recruiting assistant for holiday hiring

Gap Inc. is using an AI-powered virtual career guide called Bridgette to manage the administrative side of seasonal recruitment across its stores and distribution centres ahead of the holiday period.

The company expects its stores and distribution centres to receive an estimated 200,000 seasonal job applications this year. Bridgette will guide candidates through the process at all distribution centres and at participating stores, with the aim of enabling faster hiring decisions, Gap Inc. said in a statement on October 23.

The tool has been piloted since June across more than 100 stores and six of the group's regional distribution centres. During that period, nearly 45,000 job candidates have engaged with Bridgette and it has scheduled more than 7,000 interviews for store leaders, according to the company.

Managers retain hiring decisions

Bridgette was built using Paradox and is integrated with Workday Recruiting. The mobile-first conversational tool is available around the clock and allows candidates to explore opportunities, apply for roles and get answers to common questions, while it coordinates interviews and sends reminders.

Store managers continue to lead interviews and make hiring decisions. Gap Inc. said the tool is intended to reduce the time managers spend on administrative tasks so they can focus on leading teams, coaching associates and serving customers.

"Holiday hiring moves quickly, but the experience should still feel personal," said Gap Inc. chief people officer Amy Thompson. "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."

Chief technology officer Sven Gerjets said: "Technology is successful when it helps people do their jobs better. Bridgette is a tangible example of our human-centered approach to AI. The technology can work in the background to remove friction and keep the process moving, while our leaders focus on people, understanding what they can bring to the team and creating great experiences for our customers."

The company described Bridgette as part of a broader strategy to embed AI across its product, customer and employee experiences.

Gap Inc., which owns the Old Navy, Gap, Banana Republic and Athleta brands, is currently recruiting for seasonal full- and part-time roles across its stores and distribution centres.

This article was written with the assistance of an AI tool and edited by FashionUnited.