Understanding Micro-Scale Urban Women Entrepreneurs’ Awareness and Use of Generative AI: Implications for Business Performance, Innovation, and Growth

Abstract: This study investigates how exposure to Artificial Intelligence (AI) influences women entrepreneurs’ business strategies, performance, and innovation potential. Adopting a mixed-methods design—a combination of quantitative surveys and qualitative interviews—this paper examines adoption levels of GenAI tools among women-led ventures, associated barriers (e.g., technology literacy, bias, privacy concerns), and business outcomes. Data sources include academic literature, industry reports (e.g., Nasscom‑BCG), and government-backed initiatives in India. Results indicate that despite high interest (e.g., women constitute ~30% of GenAI enrolments in India), adoption remains limited by structural and cultural impediments. However, where applied, AI adoption correlates with scaling faster, improved decision-making, and enhanced access to networks. Recommendations include targeted AI upskilling initiatives, ecosystem support, and policy interventions to reduce gendered digital divides.

Management and entrepreneurship

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