Fashion retailer Gap Inc. is expanding the use of its AI-powered recruitment assistant, Bridgette, after the technology scheduled more than 7,000 interviews during a pilot across over 100 stores and six distribution centres.
Since June, nearly 45,000 candidates have interacted with the tool, which is designed to automate administrative tasks and streamline recruitment ahead of the busy Christmas trading period.
The retailer, which operates brands including Gap, Old Navy, Banana Republic and Athleta, expects to receive approximately 200,000 seasonal job applications across its stores and distribution centres.
Built using recruitment technology provider Paradox and integrated with Workday Recruiting, Bridgette allows candidates to explore vacancies, apply for roles and receive updates through a mobile-first conversational interface. The assistant answers common questions, schedules interviews, sends reminders and keeps applicants informed throughout the recruitment process.
Amy Thompson, Chief People Officer at Gap Inc., said:
“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.”
The company said the technology reduces the administrative workload for store managers, allowing them to spend more time supporting employees and customers. It says that despite automating parts of the recruitment process, hiring decisions remain with store managers, who continue to conduct interviews and assess candidates.
Sven Gerjets, Chief Technology Officer at Gap Inc., 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.”
