Trinny Woodall says AI can empower women to thrive in business

Entrepreneur and TV personality Trinny Woodall has said artificial intelligence can be a powerful tool for women looking to advance in their careers, after pausing work at her cosmetics company to train staff in AI skills.

Woodall suspended normal operations at his Trinny London business for two days earlier this year so that around 150 employees could take part in an artificial intelligence workshop, aimed at helping employees understand how emerging technologies can support both their current roles and future jobs.

The training program was presented by Lichen AI, which introduces employees to the basics of AI applications and systems and how they can be integrated into daily business processes.

Woodall said he believes leaders have a responsibility to ensure employees are prepared for the technological changes that are reshaping the modern workplace.

“AI is the way women can go,” she said. “It puts information at our fingertips when we need it. When you have access to information and understanding, you go into discussions with greater confidence and authority.”

The two-day program is structured around practical exercises rather than theoretical discussion. On the first day, employees were taught how to accelerate and interact with a range of leading AI tools including Gemini, Claude and Midjourney, learning how to use them in marketing, product development, customer engagement and operations.

The second day focused on exploration and innovation. Employees are divided into 25 teams and tasked with developing AI-powered applications that can improve various areas of the business. The teams presented their ideas to senior management, the winning team received a Selfridges prize voucher.

Woodall said the plan reflects a broader strategy to embed AI more deeply into the company’s operations as it expands internationally.

Trinny London, which reported an annual profit of around £ 70 million and an EBITDA of around £ 4 million in 2025, has grown rapidly in recent years and opened 20 physical sales points during 2025. The brand now combines physical retail growth with digital innovation, including the use of predictive AI technology to customize the customer experience.

The company has begun implementing Dynamic Yield across its online platforms, allowing website content to automatically adapt to individual users. The system analyzes browsing patterns and purchasing behavior to combine product recommendations and marketing messages in real time.

Woodall believes this technology will help maintain customer loyalty in an industry where trends change rapidly and products must always engage consumers.

“Beauty is incredibly driven,” she said. “Understanding your customer and being able to give them the right message at the right time is important. AI helps us do that in a more precise way.”

The company also uses AI-powered translation and localization tools to expand into new markets without the heavy costs traditionally associated with international content production.

By automating the workflow of translating and adapting marketing content for local audiences, the technology allows brands to scale their digital presence across regions including Europe, Australia and the United States.

Beyond the operational benefits, Woodall sees AI as an opportunity to address the widening gender gap in the tech sector.

Women remain underrepresented in many areas of AI development and digital leadership, yet they are expected to work with AI systems in a variety of industries. Woodall believes that gaining practical experience with these tools can help women strengthen their professional confidence and competitiveness.

“There is an unprecedented opportunity here,” he said. “If women learn to use this technology properly, they can leap forward.”

The training program is part of Woodall’s broader effort to support women’s entrepreneurship and professional development. Earlier this year she hosted a networking and educational event at Beaverbrook Estate, bringing together around 60 female founders and facilitators of workshops on confidence building, business growth, nutrition and AI.

Woodall said she is still committed to helping other women face the challenges of building businesses and jobs.

“I don’t have time for any woman who doesn’t support another woman,” she said. “We have to help each other. Seeing women change the way they feel is incredibly powerful.”

The former What Not to Wear presenter returned to television last year when she appeared as a guest investor on Dragons’ Den, where she co-invested £50,000 with Deborah Meaden in sustainable cleaning brand Seep.

Although he enjoyed this, Woodall said he prefers to advise entrepreneurs without the pressure of television.

Her long-term ambition is to establish Trinny London as the leading beauty brand for women over 40, a demographic she believes is underserved in the global cosmetics industry.

“We have been through a lot in life by the time we reach 40 years,” he said. “We know more about what we want, and what we don’t want.”

By combining technology, personalization and a focus on older consumers, Woodall believes the company has positioned itself for long-term growth in an increasingly competitive beauty market.