Entrepreneur and TV presenter Trinny Woodall said artificial intelligence could become a powerful tool for women looking to advance in their careers after she paused operations at her cosmetics company to train staff in AI skills.
Woodall temporarily suspended normal operations at her Trinny London company for two days earlier this year so that around 150 employees could attend an intensive artificial intelligence workshop designed to help employees understand how new technologies could support both their current roles and their future careers.
The training program was conducted by Lichen AI and introduced employees to the basics of working with AI systems and their integration into everyday business processes.
Woodall said she believes leaders have a responsibility to ensure employees are prepared for the technological changes that are reshaping the modern workplace.
“AI is a way for women to advance,” she said. “It makes knowledge available to us when we need it. When you have access to information and insights, you enter conversations with more confidence and authority.”
The two-day program was based on practical exercises rather than theoretical discussions. On day one, employees were taught how to engage and interact with a range of leading AI tools, including Gemini, Claude and Midjourney, and learned how to apply these to marketing, product development, customer engagement and operational tasks.
The second day focused on experimentation and innovation. Employees were divided into 25 teams and tasked with developing AI-powered applications that could potentially improve different areas of the company. The teams presented their ideas to management, with the winning group receiving a prize voucher for Selfridges.
Woodall said the initiative reflects a broader strategy to further integrate AI into the company’s operations as it expands internationally.
Trinny London, which reported annual sales of around £70 million and EBITDA of around £4 million in 2025, has grown rapidly in recent years, opening 20 physical retail locations in 2025. The brand now combines the growth of physical retail with digital innovation, including the use of predictive AI technology to personalize 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 tailor product recommendations and marketing messages in real time.
Woodall believes this technology will help maintain customer loyalty in an industry where trends change quickly and brands need to constantly engage consumers.
“Beauty is incredibly trend-driven,” she said. “It is crucial to understand the customer and deliver the right message to them at the right moment. AI helps us do this much more precisely.”
The company also uses AI-powered translation and localization tools to expand into new markets without the high costs traditionally associated with international content production.
By automating translation workflows and tailoring marketing content to local audiences, the technology enables the brand to scale its digital presence across regions such as Europe, Australia and the United States.
Beyond the operational benefits, Woodall sees AI as an opportunity to address broader gender disparities in the tech sector.
Women remain underrepresented in many areas of AI development and digital leadership, but are increasingly expected to work with AI systems in a variety of industries. Woodall believes that gaining hands-on experience with these tools could help women increase their professional confidence and competitiveness.
“There is an opportunity here like never before,” she said. “If women learn to use these technologies well, they can take a leap forward.”
The training initiative is part of a broader initiative by Woodall to support women’s entrepreneurship and professional development. Earlier this year, she hosted a networking and mentoring event at Beaverbrook Estate, bringing together around 60 female founders and influencers for workshops on trust building, business growth, nutrition and AI.
Woodall said she remains passionate about helping other women overcome the challenges of building businesses and careers.
“I don’t have time for a woman who doesn’t support another woman,” she said. “We need to help each other. Seeing women change the way they think about themselves 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 invested £50,000 in sustainable cleaning brand Seep alongside Deborah Meaden.
Although she enjoyed the experience, Woodall said she prefers mentoring entrepreneurs outside of the pressures of television.
Her longer-term goal is to establish Trinny London as the leading premium beauty brand for women over 40, a demographic she believes remains underserved in the global beauty industry.
“At 40, we’ve been through a lot in life,” she 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 is positioning itself for long-term growth in an increasingly competitive beauty market.
