Trinny Woodall says AI can help women gain an edge in the workplace

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

Woodall temporarily halted normal activity at her Trinny London business for two days earlier this year so that around 150 employees could take part in an intensive artificial intelligence workshop, aimed at helping staff understand how emerging technologies could support both their current roles and future careers.

The training programme was delivered by Lichen AI, which introduced employees to the fundamentals of working with AI systems and how they can be integrated into everyday business processes.

Woodall said she believes leaders have a responsibility to ensure staff are prepared for the technological shifts reshaping the modern workplace.

“AI is a way women can get ahead,” she said. “It gives us knowledge at our fingertips when we need it. When you have that access to information and insight, you walk into conversations with more confidence and authority.”

The two-day programme was structured around practical exercises rather than theoretical discussion. On the first day, employees were taught how to prompt and interact with a range of leading AI tools including Gemini, Claude and Midjourney, learning how to apply them to marketing, product development, customer engagement and operational tasks.

The second day focused on experimentation and innovation. Staff were divided into 25 teams and tasked with developing AI-powered applications that could potentially enhance different areas of the business. The teams presented their ideas to senior management, with the winning group receiving a prize voucher for Selfridges.

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

Trinny London, which reported annual turnover of around £70 million and EBITDA of approximately £4 million in 2025, has grown rapidly in recent years and opened 20 physical retail locations during 2025. The brand is now combining physical retail growth with digital innovation, including the use of predictive AI technology to personalise customer experiences.

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

Woodall believes this technology will help maintain customer loyalty in an industry where trends shift rapidly and brands must constantly engage consumers.

“Beauty is incredibly trend-driven,” she said. “Understanding your customer and being able to serve them the right message at the right moment is critical. AI helps us do that in a way that is far more precise.”

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

By automating translation workflows and adapting marketing content to local audiences, the technology allows the brand to scale its digital presence across regions including Europe, Australia and the United States.

Beyond the operational benefits, Woodall sees AI as an opportunity to address broader gender gaps in the technology sector.

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

“There’s an opportunity here like never before,” she said. “If women learn how to use these technologies well, they can leap forward.”

The training initiative forms part of a wider effort by Woodall to support female 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 confidence building, business growth, nutrition and AI.

Woodall said she remains passionate about helping other women navigate the challenges of building businesses and careers.

“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 how they feel 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 jointly invested £50,000 with Deborah Meaden in sustainable cleaning brand Seep.

Although she enjoyed the experience, Woodall said she prefers mentoring entrepreneurs outside the pressure of television.

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

“We’ve gone through a lot in life by the time we reach 40,” she said. “We know more about what we want, and what we don’t.”

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