Marketers need to wake up to generative AI’s woman problem
Women are falling behind men in their adoption of GenAI, personally and professionally. Jodie Sangster and Douglas Nicol, co-founders of the Australian Centre for AI in Marketing, discuss the profound implications of men embracing GenAI more than women.
In 2024, GenAI was a shiny marketing accessory, but 2025 is the year for serious deployment.
While much focus has been on low-cost, high-quality content creation, the real game-changer is AI’s agentic capabilities — predictive consumer insights, chatbot-driven websites, real-time campaign analytics, hyper-personalised communications and instant customer service.
But as we figure out this new universe of marketing possibilities for growth and efficiency, there is a conversation we need to have. Women are falling behind men in their adoption of GenAI, personally and professionally.
Marketing in Australia has admirably strong female representation at all levels, so it is critical that the incredible growth and career opportunities given to us by GenAI are taken up by all marketers regardless of gender. This is not just a gender equity issue; it’s also about the danger of unrealised economic growth for Australia.
