Goop Cuts Staff Again as AI Pivot Triggers Boycott After 50 Jobs Were Slashed in 2024
Updated
Updated · Daily Express US · May 14
Goop Cuts Staff Again as AI Pivot Triggers Boycott After 50 Jobs Were Slashed in 2024
4 articles · Updated · Daily Express US · May 14
Goop has carried out another round of layoffs tied to an AI-driven restructuring, with reports saying the cuts were made for “profitability and A.I.” and that Gwyneth Paltrow led the meeting announcing them.
A company spokesperson said the wellness brand is adapting to a shifting landscape and operating more efficiently, while Puck reported Paltrow brought in consultant Moj Mahdara to help stabilize the business.
The move sparked online backlash and boycott calls, with critics accusing Goop of replacing workers to protect margins and reviving complaints that its products are overpriced and out of touch.
The layoffs follow two workforce cuts in late 2024 that eliminated about 50 employees, despite Paltrow saying those reductions had put the company back in growth mode.
Founded in 2008 as a newsletter, Goop expanded into e-commerce, media and events, but the latest cuts raise fresh questions about the company’s financial footing as more firms adopt AI to trim staff.
Is Goop's AI pivot a sign of innovation or a brand losing its soul for profit?
Can a wellness brand built on human touch thrive by replacing its people with AI?