Layoffs are shaking up the staff at Gwyneth Paltrow‘s Goop as the company pivots to an A.I. workflow … according to reports.

According to Puck, there were layoffs at GP’s wellness brand this week … and a person familiar with the matter told the outlet “profitability and A.I.” are to blame.

It’s unclear just how many people were let go — Puck’s sources say 20, but a Goop spokesperson reportedly told them the number wasn’t quite that high.

The spokesperson told Puck … “Goop, like many companies, is adapting to a shifting landscape and finding new ways to operate more efficiently.”

And according to Emily Sundberg‘s Feed Me substack, the cuts were reportedly “justified via pivot to A.I. workflow” … and claimed Gwyneth herself led the meeting announcing the layoffs.

This isn’t the first time Goop slashed company staff … they reportedly laid off 18% of their workforce back in 2024.

According to the new Puck report, Gwyneth has called in Moj Mahdara as a consultant amid the layoffs. She and Moj launched her venture capital firm Kinship Ventures together.