11-10-2026
Gap Inc. introduced its new AI-enabled virtual career guide, “Bridgette,” to help job applicants find positions across its various brands. Gap Inc. owns Old Navy, Athleta, Banana Republic, and its namesake brand, Gap.
The company wants its new tool to free up store managers to spend more time with their customers and teams, and less time on the administrative work behind hiring. Gap’s chief people officer said AI would “remove unnecessary friction” for job candidates and teams, helping them connect faster.
Since its June implementation, almost 45,000 job candidates have used Bridgette as part of a pilot program in more than 100 stores and six regional distribution centers. The AI tech has scheduled more than 7,000 interviews, work formerly performed by Gap’s store leaders. With the holidays approaching, Gap Inc. stores and distribution centers expect to receive around 200,000 seasonal employment applications. Bridgette will guide these applicants through the process, helping them explore job opportunities, apply for roles, and navigate the hiring process. Bridgette is available 24/7, will answer common questions, coordinate interviews, send reminders, and inform candidates as they move through the process.
Gap Inc. plans to embed AI across product, customer, and employee experiences to “simplify work, unlock creativity, and keep people at the center.” The company has already implemented Alta Daily, an AI-powered personal stylist which creates outfit suggestions based on customers’ budgets, schedules, and local weather forecasts. Gap also uses Daydream, an AI-powered fashion search and discovery platform to generate outfit ideas based on recent user searches and products from its brand portfolio.