Words by Elise Balsillie, Head of Thryv, Australia and New Zealand.
What if AI could be the key to breaking barriers and unlocking new possibilities for women in business?
I’ve witnessed firsthand how this transformative force is levelling the playing field, empowering women to not just keep up with the big corporates but, in many cases, surpass them.
AI has created an avalanche of opportunity, giving businesses, big and small, the tools to adapt faster, innovate and thrive. For smaller businesses and solopreneurs, it’s like gaining an entire marketing department or IT team overnight. Women can now achieve growth, efficiency and scalability without needing the massive budgets previously required.
For smaller businesses... (AI) is like gaining an entire marketing department or IT team overnight.
But the real game-changer is how AI allows us to reclaim our time. As women in business, we often wear many hats, balancing professional aspirations with personal commitments. AI helps reduce non-productive tasks – those hours spent on admin or juggling back-office operations, so we can focus on areas that generate revenue, build meaningful customer relationships, as well as bring our business visions to life.
And the results speak for themselves. I’ve seen women embrace technology in ways that have revolutionised their operations. One of the most inspiring examples is a small business owner who didn’t even own a computer just two years ago. Today, she’s running digital marketing campaigns, taking bookings online and has doubled her turnover- all thanks to her willingness to embrace tech and take that leap of faith.
Leadership, particularly in the tech industry, comes with its challenges.
Historically, tech has been criticised for its gender gap. While I’ve been fortunate to work with exceptional male mentors who have encouraged my growth, the reality is we still need more women stepping into this space. It starts with encouraging curiosity in young girls and getting them excited about robotics, coding and AI. We need to show them the possibilities of a career in tech, fostering a cultural shift where women don’t just participate in tech but lead it.
This cultural change is critical, and it’s something I’m deeply passionate about. At our organisation, we have made significant inroads over the past year to support gender equality. We have reduced our gender pay gap from 18.2% to 8.4% – a substantial improvement compared to industry averages. Women now hold 17% of our management roles part-time, enabling them to remain in leadership positions even while raising young families. We’ve also increased the proportion of women in key management roles by 5%.
These changes don’t happen by accident. They require intentional strategies. From recruitment practices that prioritise equality to programs supporting mothers returning to the workforce. Flexibility and inclusivity are the foundation for retaining talented women and fostering leadership at every level.
Mentorship has played a pivotal role in my journey. I’ve been supported by incredible leaders who shared their knowledge and believed in my potential. Now, I pay it forward through mentoring programs, creating pathways for women to grow and succeed in tech and beyond.
AI is also playing a transformative role in leadership decision-making. Tools such as ChatGPT provide business owners with insights that were once the domain of consulting firms. Women can use AI to analyse data, predict trends and craft business strategies – all without needing to outsource or overstretch their resources. It’s an empowering shift that enables us to take bold steps, supported by technology that fills in the gaps.
Some of the most exciting industries for women entrepreneurs right now are those ripe for disruption.
I’ve been following Hacia Atherton’s remarkable work in the trades sector, leading Empowered Women in Trades Group and breaking barriers as the first female CEO of a large plumbing company. Women like her are rewriting the rules, proving that with technology and determination, we can transform even the most traditionally male-dominated spaces.
For any woman navigating the tech space, my advice is simple: be curious.
Say yes to opportunities, even if they feel daunting. Surround yourself with people who believe in you, and don’t be afraid to trust their confidence in your abilities.
AI and technology are real enablers of change. They empower us to lead, innovate and succeed on our own terms. The future isn’t about waiting for a seat at the table; it’s about building tables where everyone is welcome. As women, we’re not just part of the conversation, we are driving it.
About Elise Balsillie
As Head of Thryv Australia and New Zealand, Elise Balsillie is a leader with a deep passion for empowering small businesses to grow and adapt in the dynamic digital environment.
With more than 25 years of experience across media, education and technology, she has spent two decades at Thryv, driving its success. Elise leads teams across customer channels, focusing on transforming how small businesses embrace digital solutions.
Elise's greatest reward comes from helping businesses streamline operations, enabling them to grow, hire and focus on what they love. Under her leadership, Thryv has earned the 'Employer of Choice' recognition for two consecutive years, reflecting her commitment to people and culture.
Balancing her professional role with her personal life as a mother and wife, Elise advocates for work-life balance and continuous learning. She fosters innovation within her team, encouraging collaboration and new ideas. When not at work, Elise enjoys time outdoors in country Victoria and supporting her boys at their sports events.
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