What we did 

Google wanted to close the AI adoption gap between men and women, so Think Stylist got under the skin of the topic, with the aim to position Google as a trusted authority and accelerate AI adoption among UK women.  

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We conducted a survey and focus groups with women aged 25-45yrs with different levels of AI exposure and expertise. Exploring how women perceive, use, and feel about AI tools, we also identified the key drivers and barriers influencing their adoption of AI. 

 

What we delivered 

We  established  how Google can own this space, and more effectively engage women to support their understanding and use of AI tools. This included: 

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• Reframing AI and the benefits to challenge the perception that using it is 'cheating' to one where it can empower, reclaim time and simplify lives. 

• How to talk about AI in a way that builds trust & confidence in the tools. 

 

Impact

Alongside supporting Google's future strategy development, this insight directly informed the creative direction of Stylist's "Take Your Time Back" campaign, inspiring a range of content across the Stylist ecosystem.  

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Exceeding performance benchmarks across channels, the campaign also drove significant awareness and understanding of AI tools & increased usage intent. It also reinforced Google’s position as a brand that empowers women, enhances productivity, and champions accessible upskilling through technology.