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Feature BY Emily McCrary-Ruiz-Esparza | October 27, 2026

Will Women Get Left Behind in the AI Economy?

“I’m working with a woman right now who’s the global head of data and analytics at a Fortune 10 company,” said Deepali Vyas, the sector head of AI and data at talent advisory ZRG. “She owns the entire AI roadmap, but her title, by the way, is just ‘data and analytics.’ They haven’t even updated the title yet.”Such a distinction matters in a job market where employers are eager to hire anyone with AI expertise. There’s a shortage of such talent, and companies may be overlooking great hires who don’t tout their deep AI experience, as well as those with non-technical backgrounds who have the transferable skills and the willingness to learn. Many of these people are female. To stay competitive, companies need to carefully monitor the gender demographics in their AI workforce.Women occupy only about one in four AI jobs worldwide, and they’re even more underrepresented in leadership, occupying just 15% of executive AI roles.There’s a universal gap in AI use in the workplace too—as much as a 22% disparity in use among men and women, according to one study out of Harvard Business School. Authors of the report argue that the barriers are myriad across institutions, companies, and society. Some women opt out of using AI at work because they don’t want to be seen as cheating or incompetent, some have ethical concerns, and others don’t have enough exposure to AI tools in their roles to make regular use of them.The imbalance threatens women’s earning potential, job mobility, and employability—and it threatens a company’s ability to build the AI-ready workforce it needs.The Cost of the AI Gender GapArtificial intelligence—generative AI, more specifically—threatens to displace women more than it does men. Women are overrepresented in roles likely to be overtaken by AI, like bookkeeping and customer service. Unless women upskill, they risk becoming less competitive in the market. Plus, fewer women in AI roles mean that AI models can perpetuate bias by omitting gender-diverse perspectives. One study out of Johns Hopkins University found that prompts that include language commonly used by women produce less sophisticated responses from ChatGPT than ones that include language often used by men.A new report from the Harvard Kennedy School’s Shorenstein Center on Media, Politics, and Public Policy found that there is a perception gap in which men are more likely to associate AI with curiosity and excitement while women associate it with concern and anxiety—skepticism that may be holding women back.The AI gender gap exposes a critical problem. “The study didn’t find that women were less competent using AI, only that they were less confident, often thanks to a lack of support in their workplace, but also because they trust it less overall,” Nancy Gibbs, Lombard Director of the Shorenstein Center and one of the study’s principal investigators, told From Day One. “That skepticism is a valuable part of a critical debate over AI safety, guardrails, value and uses. When women’s voices are missing from the spaces where decisions are made, we have less cause to trust those decisions.”There’s also the question of the earnings gap. Workers in roles that require AI make 62% more, on average, than those in roles that don’t require these skills. If AI-centric jobs remain male-dominated, the long-standing gender pay gap can widen even further. Women aren’t the only ones paying the price. Companies that overlook female talent can fail to build a universally AI-ready workforce and fall behind their competitors. So far, companies are eager to gobble up AI-literate talent. The number of entry-level roles requiring AI skills tripled between 2025 and 2026, and LinkedIn reports that both technical and non-technical jobs requiring AI skills grew 70% in the last year, now constituting a baseline for both technical and non-technical positions.The AI Talent Companies Are OverlookingVyas noted that some women aren’t giving themselves enough credit for how proficient they already are because using AI in daily workflows has become a standard expectation in some companies, like knowing how to use an email client or Microsoft Office, so they omit it from their resume or work sample—an omission that could cost them valuable opportunities.A few years ago, many companies had clearly defined gender diversity goals, said Vyas. Today, things are moving too quickly for companies to stop and think about the demographics of their workforce. AI-literate talent is in high demand across all departments, so most employers are just looking for anyone who knows what they’re doing, regardless of gender. “It’s like, ‘Who knows this stuff? And whoever knows it, we need to be all over them,’” she said.While most AI hires in 2026 are men, women are successfully entering technical AI roles through side doors, generally with more luck within a company than from without. In fact, many of the newest female hires to AI teams are former HR employees.“HR has been a little bit on the leading edge of this because of people analytics,” Vyas said. “They have a lot of data to work with, so a woman that has led data modernization or analytics in a complex product, like HRIS systems, can bring relevant capabilities even without the AI title.”But persistent misconceptions about the HR department, which has a lingering reputation for being non-technical, prevent some companies from considering resumes from the HR function for AI roles. “The best HR leaders that I know now are so freaking technical,” Vyas said.In a similar vein, at global software engineering company DataArt, some of the freshest technical talent has come from an unlikely place: the English classroom.Maryna Melnik, who leads learning and development, has seen employees who spent years teaching English retrain as business analysts and quality assurance engineers. Some had spent 15 years in education before deciding they wanted a new career.Stereotypes of who has the capabilities and who doesn’t are long-standing barriers to advancement for women entering traditionally male industries, but “you can’t define an AI leader as a copy of the person who held that power for you,” said Vyas. “A search can become really narrow when it starts with a really familiar resume—certain companies, certain schools, certain titles.” Women are winning where they’re given the opportunity to demonstrate their transferable skills and curiosity, and they must be allowed to climb up. Opening the door isn’t enough. The Alan Turing Institute found that even within the AI and data science fields found that “women are more likely than men to occupy a job associated with less status and pay in the data and AI talent pool, usually within analytics, data preparation and exploration, rather than the more prestigious jobs in engineering and machine learning.”One way to broaden that search is to evaluate candidates on what they can do, rather than where they’ve worked or which titles they’ve held. Adam Vassar, senior director of talent science & learning design at CodeSignal, which develops skills assessments and training programs, said such evaluations can give candidates opportunities to demonstrate capabilities that might not be evident on their resumes. “Hopefully it helps level the playing field in some way by giving any candidate a chance to showcase what they can do.”Internal mobility often requires some kind of skill mapping, and that’s how many women at DataArt have made the move from non-technical roles into technical ones. The company built skill matrices for all roles that include descriptions of the requisite AI skills and advice on how to develop them. “So if a junior HR team member wants to level up, they can check the skill matrix to learn what’s expected for more technical roles or ones on the production side of the business. Our HR colleagues were the first ones and the best,” said Melnik. “And then others followed.”DataArt is prioritizing investment in AI-native engineers because that’s the motor for their profit center, “but we deliberately didn’t stop there,” Melnik noted. “We invest in AI capability for our corporate functions at the same intensity as we invest for our engineers, and because those functions are predominantly women, that decision is what we can translate into equal opportunity.”Making AI Skills Pay OffBut even an objective assessment can reinforce disparities if women have fewer opportunities to acquire in-demand skills. “It’s one thing to evaluate, ‘Do you have it or not?’ But is that a result of some systematic lack of access to training?” Vassar said. “And then all we’re doing is keeping score on a larger problem.”AI could solve its own problem, at least in part. AI lets companies democratize learning by replacing expensive human instructors with on-demand-anywhere virtual modules, which means everyone, not just men already in tech roles, can develop new skills just by opting to do so. In fact, some experts advocate for truly universal access. Beth Simone Noveck, director of the Burnes Center for Social Change at Northeastern University, argued in a recent New York Times opinion piece  that governments should train their entire workforce on AI use, so transformational is its widespread use.But companies must also have a culture that rewards those skills regardless of gender. Handing out AI tokens and free training modules doesn’t necessarily open new doors, nor does it reward learners for their new skills. Skill competency should be a documented criteria for promotions and pay raises, says Vyas. “If I save the company money, does that hit my bottom line? Do I get kudos for that in terms of compensation?”As AI reshapes the very nature of work, employers will determine whether existing disparities persist or begin to narrow. “Companies that are making decisions right now about who gets trained, who gets hired, who gets to lead AI, those choices are going to influence careers for the next number of years,” Vyas said. “Women need meaningful access to the work and the rewards and the decisions shaping the field.”Emily McCrary-Ruiz-Esparza is an independent journalist and From Day One contributing editor who writes about business and the world of work. Her work has appeared in the Economist, the BBC, The Washington Post, Inc., and Business Insider, among others. She is the recipient of a Virginia Press Association award for business and financial journalism. She is the host of How to Be Anything, the podcast about people with unusual jobs.(Photo by Dragos Condrea/iStock)

Will Women Get Left Behind in the AI Economy?
Feature BY Lisa Lacy | October 26, 2026

Why the New Influencers Are People You Can Relate To

Meet the new influencers: If the last wave was aspirational, the new wave is relatable. People like you, but with the kind of practical insights you’re looking for. The persona of celebrity endorsements is evolving again, as it has over the long history of brands borrowing star power from athletes, actors, and other stars. British actress Lillie Langtry became the face of Pears Soap in the 19th century, marking one of the first celebrity endorsements. Since then, a host of famous faces have followed her lead, from Florence Henderson pitching Wesson Oil, to Michael Jordan drinking Gatorade, and William Shatner becoming the Priceline Negotiator.The dawn of the internet and social media helped democratize influence by enabling everyday people like Michelle Phan and MrBeast to build and monetize their own audiences.Then, in 2024, Instagram changed its algorithm to highlight content from smaller creators, further challenging the notion that influence hinges on widespread fame and follower counts.“I think the way we’ve so far thought about influencer marketing is the way we’ve thought about media. And now we’re thinking of them almost like the creatives that work at your agency or in-house in your department and that’s such a big shift,” Mo Said, founder and creative director at ad agency Mojo Supermarket, told From Day One.  There’s a lot at stake: research firm eMarketer estimates U.S. spending on influencer marketing will grow to $13.7 billion in 2027.Here are five trends shaping the industry—and how brands are responding.The Increasing Power of MicroinfluencersMarketers and audiences alike are looking for relatability, according to Karen Tran, principal analyst and CMO Advisor at research firm Forrester. That means “an everyday person who has some level of expertise, knowledge, lived experience that is relatable and valuable to the audiences that we are looking at. That’s what shifts them into having influence or the potential to have influence and that’s what we're seeing buyers trust more than anything,” she said.And microinfluencers, or content creators with 10,000 to 100,000 followers, are far more relatable to most consumers than high-flying celebrities. “I think that there’s a recognized disconnect [between] how those celebrities are living and do they have a true understanding of my needs, my life, my challenges?” Tran said.DuBose Cole, co-founder of the consultancy New Classic, agrees. “Influence previously ran on aspiration: audiences followed people whose lives they wanted,” he said. “Increasingly, as we face economic uncertainty, influence runs on relatability—people are most influenced by those whose lives have an element that looks like their own.”For his part, Said likened the status quo in influencer marketing to a movie production, which requires a few movie stars and a lot of other people. He pointed to DoorDash’s World Cup campaign. In it, British media personality and aspiring chef Brooklyn Beckham, who is estranged from his famous family, gave away World Cup tickets in host cities with the help of local microinfluencers.“Microinfluencers aren’t anything new. They’re old. But now, for the first time, we’re trying to be strategic with them,” Said said.Fit Over FollowersData from social-media management platform Sprout Social backs up this trend: Its 2026 Influencer Marketing Report found only 17% of consumers consider follower count when deciding whether to follow a creator. That’s in part because audience fit matters more than audience size. “We don’t just want to go to a smaller influencer or niche influencer because that’s what they are,” Tran said. “We want to ensure that we’re aligning influencers with the objectives that we have as marketers.”Instead of looking for influencers with the most followers, brands need to understand what their audience cares about and what they themselves are trying to achieve. “Sometimes a small follow count actually means a very specific area of expertise that could have an impact with very important people,” Tran added.For James McWhinney, founder of DTC bedding brand Premium Grounding, customers are the new creators. “Our best creator content does not come from people with the biggest audiences. It comes from people who already bought, liked the product and can explain it in their own words,” he said. “A customer with a few thousand followers who genuinely uses the product beats a polished creator reading a brief.”Brands Embrace Employee InfluencersIn recent years, we’ve seen headlines about employees turned influencers, from Tony Piloseno at Sherwin-Williams to Miriam Webb of Chick-fil-A and Kaeden Rowland, a/k/a Staples Baddie.While Piloseno was fired and Webb quit, Rowland has the support of her retail parent. “We’re incredibly proud of our associate, Kaeden, and the passion she brings to her work,” Staples chief marketing officer Bob Sherwin told Fast Company earlier this year. “It’s been exciting to see the positive response and enthusiasm she’s sparked.”The Sprout Social report underscored the power of employees like Piloseno, Webb and Rowland: 40% of consumers—and 62% of Gen Z consumers—discover products through employee-generated content at least monthly. “Employees are a unique group that have inside access to your company and can provide a level of expertise that buyers trust,” Tran said.Said pointed to Starbucks’ pilot program with TikTok for employee-generated content as another good example of what’s possible. “I think every company will do it,” he said.Famous Faces Still Have Their PlaceBut that’s not to say celebrities are totally passé.For example, corporate-spending platform Ramp recently tapped skateboarding legend Tony Hawk for its campaign titled Tony Stock: Pro Trader, demonstrating how even B2B brands can use celebrity appeal to generate attention beyond their traditional audiences.“I think there’s still a place for that level of influence and reach and excitement around the celebrity, but it’s kind of like advertising at the Super Bowl to some extent,” Forrester analyst Tran said. “For some brands, it makes total sense.”However, she cautioned this should be part of a bigger strategy—particularly in B2B, where purchases are large, buying cycles are lengthy, and risk aversion abounds.“I think that there’s a place for all kinds of influencers and creators,” she added.The most important aspect is whether the influencer is providing value to the audience and whether they’re being transparent. “I think it has to not be dictated by the brand, and the influencer or creator themselves has to determine what the right way to share the information will be to keep and maintain that trust with their audiences,” Tran said.AI Influencers Are Still an Open QuestionAs AI-generated content and search up the ante for trust and authenticity, what remains to be seen is whether AI influencers like Lil Miquela and Aitana will ever go mainstream alongside their human counterparts.Sprout Social found 44% of consumers still aren’t comfortable with AI influencers and Tran finds it unlikely they’ll gain traction—at least in B2B circles.“What a business buyer is really looking for is that very specific subject matter expertise and/or lived experience,” she said. “So if it’s an AI-generated influencer, I think that there’s going to be a lot of questioning about who’s behind this, how authentic it is, do I really trust this.”Lisa Lacy is a writer based in Atlanta. She has covered marketing and technology for more than a decade for publications like TechCrunch, CMO.com, VentureBeat, The Wall Street Journal, Dow Jones Newswires, ClickZ and Search Engine Watch.(Photo by Urupong/iStock)

Why the New Influencers Are People You Can Relate To

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