Gap Inc. Deploys AI Hiring Tool "Bridgette" Ahead of Holiday Season

Gap Inc. has launched an AI-enabled career guide tool called "Bridgette" to manage a surge of seasonal job applicants, the apparel company announced in a Friday press release. The tool, built on Paradox and Workday Recruiting technology, helps job seekers find and apply for positions, answers questions, schedules interviews and sends reminders. Gap expects roughly 200,000 seasonal applications. Bridgette was piloted at more than 100 stores and six regional distribution centers since June. Nearly 45,000 people have used the tool, which has scheduled over 7,000 interviews. Gap is hiring seasonal full-time and part-time workers at its stores and distribution centers. The rollout comes as U.S. retail seasonal hiring is projected to decline. Challenger, Gray & Christmas expects a 2.5% year-over-year drop to about 450,000 fourth-quarter jobs, while the National Retail Federation forecasts 325,000 to 375,000 seasonal hires. The move follows Gap's second-quarter results, when net sales fell 2% to $3.7 billion and comparable sales dipped 1%. Old Navy net sales fell 4% to $2.1 billion, while Athleta dropped 12%.