Gap Inc. has found a solution for better managing the complicated and busy process of hiring seasonal workers for the holiday period — artificial intelligence.
In June, Gap Inc. launched Bridgette, an AI-enabled virtual career guide to help job seekers connect with seasonal opportunities at the Gap, Old Navy, Banana Republic and Athleta brands.
According to Gap officials, Bridgette makes the hiring journey “faster, simpler, more engaging and more human where it counts.”
The San Francisco-based fashion retailer indicated that nearly 45,000 job candidates have engaged with Bridgette in a pilot program spanning over 100 stores and six of Gap Inc.’s regional distribution centers. Now, Bridgette is being scaled across open roles in Gap Inc.’s stores and distribution centers.
“For store leaders, the technology has scheduled over 7,000 interviews, reducing time spent on administrative tasks and giving managers more time for the work that matters most in stores — leading teams, coaching associates, running the business and serving customers,” Gap said in a statement to WWD.
Gap Inc. stores and distribution centers expect to receive an estimated 200,000 seasonal employment applications for this holiday season.
“Holiday hiring moves quickly, but the experience should still feel personal,” said Amy Thompson, Gap Inc.’s chief people officer, in a statement. “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.”
Bridgette, which was created using Paradox technology and integrated with Workday Recruiting tools, is designed to help candidates explore opportunities, apply for roles and navigate the hiring process through “a seamless, mobile-first conversational experience.” Bridgette operates round-the-clock, every day of the week to answer questions, coordinate interviews, send reminders and keep potential workers informed of their hiring status.
Bridgette is frequently asked if there are benefits for part-timers offered and if there are openings near to where the job seeker lives. Bridgette provides information about benefits and resources available to eligible part-time and seasonal employees, helps candidates find nearby openings and offers assistance completing applications and scheduling interviews through what Gap described as “a mobile-friendly conversational experience.” Bridgette streamlines more than 15 administrative hiring activities.
Gap Inc. emphasized that the human connection remains at the heart of its hiring, with managers continuing to lead interviews, getting to know candidates and making hiring decisions. “Technology simply makes it easier to bring people together,” Gap stated.
“Technology is successful when it helps people do their jobs better,” Gap Inc.’s chief technology officer Sven Gerjets said in a statement. “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.”
Gap Inc. declined to disclose how many seasonal workers it plans to hire for the holiday season. The company is currently recruiting for seasonal full- and part-time roles across its stores and distribution centers.
For the U.S. retail industry overall, seasonal hiring could be under last year’s count, due to the uncertainties in the economy, lower consumer confidence, a smaller pool of potential workers and modest sales gains expected. With inflation, sales could be flat for the season.
Overall, the National Retail Federation expects U.S. retailers and brands to hire somewhere between 325,000 and 375,000 seasonal workers for the 2026 holiday shopping season. This compares to roughly 356,000 seasonal hires in 2025.
ICIMS, the intelligent hiring platform, recently reported: “With fewer candidates entering the hiring funnel and seasonal demand approaching, retailers have less room for delays and a greater need to identify qualified candidates, re-engage known talent and move people through the hiring process faster. The shift reflects a broader cooling across the U.S. labor market.”
Aside from seasonal hiring, Gap Inc. said it embeds AI across product, marketing and customer and employee experiences. The retailer has partnerships with Google Cloud, Zeta Global and Publicis Sapient to modernize marketing through AI. Those looking for a seasonal job at Gap Inc. should go to gapinc.com/en-us/careers.