AI Is Now Transforming Retail Sector And It's Women Who Can Advance It

Women make up around half of the retail workforce. Traditionally, they have been prominently represented in frontline roles but have consistently been underrepresented in higher-paying managerial or technical positions. Women often fulfil functions in customer service, sales, and store management, among others.

As the industry progresses, AI is transforming retail operations by improving customer interactions, optimising supply chains, and simplifying store management. Nevertheless, it remains a well-known fact that men dominate the tech industry workforce. According to the WEF, only a quarter of tech jobs are occupied by women, with men predominantly holding technical and leadership roles. The report also indicates that most women are in entry-level positions. Notably, in 2019, nearly a quarter of data teams reported having no female members at all. 

AI Is Now Transforming Retail Sector And Women Are Advancing It 

Clearly, women are in soup. They are not only confined to stereotypical tasks but also lack access to necessary technological advancements. It is imperative to close this disparity and guarantee that women within the industry, particularly in the realm of retail, are granted access to leadership roles and technical positions. The evident underrepresentation of women underscores the urgency for proactive measures. Rectifying this imbalance is not merely a question of fairness but a critical step toward stimulating innovation and encouraging organisational growth. 

Why does this happen? 

Recently, I came across a meticulously researched report from the Harvard Business Review that delved into such pertinent issues. The report highlighted a concerning trend wherein women experience slower career advancement compared to their male counterparts across various industries. Notably, the retail sector has taken proactive measures to counter this trend by actively promoting women into challenging managerial and technical positions. These efforts are commendable, however, it is observed that while best practices are predominantly implemented at the corporate level, the focus remains on enhancing female representation in executive leadership roles rather than supporting frontline women at the store level. Researchers have sought to investigate the underlying reasons for this disparity. 

"In our conversations with executives from across the sector, it was clear that most companies did not implement these practices in field operations because they lacked a clear business case for investing in women's early professional development." This says it all.  

The Solution! 

The issue, in my view, transcends organisational boundaries and originates within society itself. It is imperative to instil in young girls a passion for science, technology, engineering, and mathematics (STEM) fields from an early age. Growing up in an environment where all siblings, regardless of gender, were granted equal opportunities, I was able to pursue a career in Mathematics and Computer Science thanks to the unwavering support and encouragement of my parents. Implementing initiatives such as scholarships, coding boot camps, and AI-focused training programs within organisations can facilitate women's entry into STEM disciplines later in life. I advocate for the nurturing and mentorship of girls to empower them in decision-making and expose them to diverse career paths from an early stage. Reflecting on my upbringing, which was excessive protection, I realised belatedly in my career the importance of fostering decision-making skills from a young age. 

Few Strategies for Empowerment of Women at the Organisational Level 

1. Mentorship and Networking: It's essential to create mentorship programs and networking opportunities for women to provide them with valuable guidance, support, and insights by connecting aspiring professionals with experienced mentors. 

2. Inclusive Work Environments: Creating inclusive work environments where women feel valued and supported is crucial. This entails actively promoting diversity as best practices, providing advancement opportunities for all, and building an inclusive culture. 

3. Leadership Opportunities: Encouraging and supporting women to take on leadership roles in AI-related projects and initiatives is not just about balancing the gender disparity; it's about recognising and promoting female talent within organisations. This recognition can inspire and motivate women to strive for leadership roles. 

4. Policy Advocacy: Supporting policies that promote gender equality in the workplace, such as parental leave, flexible working hours, and anti-discrimination laws, can help foster a fair and inclusive environment for women in the retail industry. 

The Benefits of empowering women in AI-led retail/technology/AI/data 

1. Diverse Perspectives: Including women in AI development and implementation brings diverse perspectives, which can lead to more innovative and effective solutions. 

2. Improved Customer Insights: Women bring unique insights into consumer behaviour and preferences, particularly in retail, where women make up a significant portion of the customer base. 

3. Enhanced Company Performance: Studies have shown that diverse teams perform better and drive higher profits. Empowering women can contribute to the overall success and competitiveness of retail companies. 

4. Social Impact: Promoting gender equality in the workforce can have a positive social impact, contributing to the broader goal of reducing societal gender disparities. 

In conclusion, the integration of advanced technology, particularly AI, in the retail industry offers an unparalleled opportunity to empower women and foster a more inclusive, dynamic sector. With women driving 75% of purchasing decisions, the industry must prioritise building a comprehensive case study on cultivating a robust female workforce. Data unequivocally demonstrates that investing in women yields significant and tangible benefits, particularly at the frontline. 

However, I want to remind all women professionals that at the end of the day, it's you who have to help yourself. Having spent more than a decade in technology—from writing code to consulting on SAP during the Y2K era—I know the battles we've fought and the odds we've overcome (without even recognising the 'glass ceiling'! Sometimes, ignorance is bliss). A winning mindset, hard work, and in-depth subject knowledge were key to my success. Empower yourselves, stay resilient, and continue to break barriers. Your contribution is invaluable and essential to driving this industry forward.

Authored by Manjari Das, Associate Vice-President, WD Partners (I) Pvt Ltd