Navigating Change: Kellie Fitzgerald Addresses Women’s Leadership and AI at Women in Power Forum

Kellie Fitzgerald, the managing director of retail at Google, delivered a compelling address at the WWD x FN x Beauty Inc Women in Power forum on September 8, 2025. Her speech tackled a pressing issue: the feeling of stagnation many women experience in the workforce today. Fitzgerald attributed this sentiment to the rapid pace of change in both the workplace and society at large.

The Gender Leadership Gap

Fitzgerald highlighted a significant disparity in leadership roles, stating that women constitute 43% of the global workforce but occupy only 31% of leadership positions. This gap, while not new, has become increasingly pronounced in recent years. According to Fitzgerald, the increase in women in leadership roles from 2015 to 2022 was steady, yet the last two years saw a mere increase of less than half a percent. This stagnation raises questions about the systemic barriers that continue to hinder women’s advancement in corporate environments.

Historically, the fight for gender equality in the workplace has been a long and arduous journey. The Women’s Liberation Movement of the 1960s and 1970s laid the groundwork for many of the rights women enjoy today. However, the slow progress in leadership representation suggests that more work is needed to dismantle the barriers that persist.

The Rise of Artificial Intelligence

In her address, Fitzgerald also discussed the transformative impact of artificial intelligence (AI) on the retail sector and beyond. She noted that when she first spoke at the Women in Power event three years ago, AI was not a focal point of her discussion. Fast forward to today, and analysts predict that by 2028, at least 15% of everyday business decisions will be made by AI agents. This rapid integration of AI into daily life presents both opportunities and challenges for women in leadership.

Fitzgerald emphasized the potential of AI tools to enhance consumer experiences and drive business growth. “I’m particularly delighted by all the change we have access to right now on our phones,” she remarked, highlighting how AI can be leveraged to foster brand loyalty and increase sales.

Innovative AI Applications in Retail

Fitzgerald shared several innovative examples of how AI is reshaping the retail landscape. One notable application is Google’s visual search tool, which allows users to find products featured in images. This year alone, over 100 billion visual searches have been conducted, showcasing the growing reliance on visual technology in shopping.

Another example she provided was a virtual try-on tool that enables customers to see themselves wearing products before making a purchase. This technology not only enhances the shopping experience but also significantly reduces return rates, a common pain point for retailers.

Fitzgerald also demonstrated the creative potential of AI by showcasing a six-second video generated from a still image of herself in front of a Monet painting. This example illustrated how AI can be utilized for marketing and creative endeavors, opening new avenues for engagement.

The Importance of Effective Prompts

Fitzgerald shared insights from her experience working with AI, emphasizing that the effectiveness of these tools often hinges on the quality of the prompts given. “In my short time working with AI and helping retail clients put it to use, I’ve learned that the single most impactful thing to activate AI is the prompt,” she explained. The value derived from AI tools like Gemini, Google’s virtual assistant, is directly proportional to the specificity of the questions posed.

She illustrated this point by contrasting a generic shopping search with a more detailed prompt, which yielded tailored options. Fitzgerald also mentioned how a well-crafted prompt helped her create a “career inventory,” allowing her to evaluate job opportunities against her personal goals.

Embracing Questions Over Answers

In her closing remarks, Fitzgerald underscored the importance of asking questions in a rapidly changing environment. “In this moment of incredible change, there is no such thing as having all the answers,” she stated. This perspective encourages individuals to focus on inquiry rather than the pressure to possess all the solutions.

Fitzgerald’s call to action is particularly relevant in today’s fast-paced world, where the ability to adapt and ask the right questions can lead to greater innovation and progress. By fostering a culture of inquiry, organizations can empower their employees to navigate challenges more effectively and contribute to a more inclusive workplace.

Conclusion

Kellie Fitzgerald’s address at the Women in Power forum serves as a timely reminder of the challenges and opportunities facing women in leadership today. As the workforce continues to evolve, the integration of AI presents both a chance for growth and a need for vigilance in addressing gender disparities. By embracing change and prioritizing inquiry, women can better position themselves to thrive in an increasingly complex landscape. The journey toward equality and empowerment is ongoing, but with leaders like Fitzgerald at the forefront, there is hope for a more equitable future.