Iffel International is proud to announce that our founder and CEO, Hema Dey, is a nominee for the 2024 Orange County Business Journal Women in Business Awards! This prestigious annual event honors outstanding professional women who make significant contributions to their organizations and to the Orange County community. Hema is thrilled to be in the distinguished company of dynamic women who are shaping the trajectory of business in Southern California.

Over the last year, Hema has been innovating to adapt digital marketing strategies to the seismic upheaval in online search caused by the introduction of artificial intelligence (AI) technology. This is only one area in which AI promises to change the professional landscape in ways that could benefit women if they are undertaken strategically and with an eye to eliminating biases that can be inadvertently baked into AI tools.

The Changing Landscape of Work

One of the most significant changes brought about by the early uses of AI is the automation of routine tasks, which frees up time for more strategic and creative activities. On the one hand, this could pose a threat to women in the workplace. The International Monetary Fund projects that 11% of jobs held by women currently are at risk of being eliminated by AI and digital technologies, a higher percentage than those held by men. However, the adoption of these tools will increase demand for those skilled in identifying efficiency improvements, managing data, and working effectively with the technology—areas in which women excel. Reskilling and upskilling into these roles will offer new opportunities for women to step into higher-value work within their organizations, enhancing their visibility and contributions.

This points to another area in which AI can benefit women. Women (and minorities) historically have had less access to traditional education and professional development opportunities, which can limit their potential for career advancement. Online learning platforms driven by AI can offer individuals personalized education and training that lets them upskill and reskill at their own pace with flexibility that works with their schedule. This narrows the gap between those with access to extensive resources and those who previously have not, allowing competition on a more level playing field.

Women can also benefit from automation in reducing the mental load of home and family obligations—for example, in managing the family calendar or making routine purchases for the household. This can enable women to stay in demanding professional roles that have a greater potential for growth and advancement.

Empowering Talent, Entrepreneurs, and Innovators

One key area of concern in the development of AI has been the gender gap in companies that are leading the way in producing AI chips (and the tech industry as a whole). There’s also potential for blindly replicating past gender gaps if companies use biased training data in AI applications for recruiting, hiring, and promotion. The flip side is that AI tools trained to look for relevant skills, or that mask irrelevant data in the hiring process, can reduce the potential for unconscious bias to deny opportunities to well-qualified candidates. Companies already using this type of software report gains in gender diversity and an uptick in locating better candidates, most likely due to finding individuals that traditional hiring practices may have overlooked.

AI also opens up new avenues for entrepreneurship and innovation among women and minorities, who often face greater challenges in securing funding and resources to start their own businesses. AI-driven platforms and tools are making it easier to launch and grow startups, reducing the barriers to entry for aspiring entrepreneurs. This can include everything from automating marketing and customer service to providing insights into market trends, allowing new businesses to accomplish more with lower hiring costs.

One bright spot is the growing awareness that diverse perspectives are crucial in developing AI technologies that serve a broad range of users. Companies intent on success in this sector are focusing their efforts on creating a more inclusive innovation ecosystem to bring growing numbers of women and minorities into AI development. This diversity of perspective and talent will help the industry create more equitable and user-friendly solutions. This inclusivity not only benefits the technology, but also ensures that the economic opportunities created by AI are more widely distributed.

Helping Women Succeed in Business

At Iffel International, we work with women-owned businesses every day. We are an all-inclusive agency and will also help businesses owned by all genders. We’re consistently in awe of the talent, determination, and brilliance shown by our clients, and we’re here to provide them with the assistance they need to innovate and grow as technology transforms the business landscape. If you’re ready to discover how the latest innovations can amplify the effectiveness of your marketing and sales strategies, contact us here to schedule your consultation.