Gap pilots AI virtual career guide for seasonal hiring

· Beauty & Fashion · United States

Gap Inc. is piloting Bridgette, an AI-enabled virtual career guide, to streamline its seasonal hiring, according to WWD. The fashion retailer said the tool is intended to make hiring "faster, simpler, more engaging, and more human where it counts." Seasonal staffing is a recurring challenge for apparel retailers, which must scale up quickly for peak periods and manage high applicant volume. The pilot places Gap among retailers testing AI in human-resources functions, a less visible use of the technology than product recommendation or merchandising but one that touches labor costs and store operations.

Why it matters：Retailers face persistent labor pressure in peak seasons, so AI-assisted hiring tools from a major apparel chain could become a template for how the sector recruits frontline staff.

Key points

  • The tool is called Bridgette and is AI-enabled.
  • Gap says it aims to make hiring faster and simpler.
  • The pilot targets seasonal hiring.

Sources (original reporting)

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