Senior women leaders from across the hospitality sector came together in Dubai at the end of January as GAIA hosted its first ChatGPShe workshop of the year, focusing on how artificial intelligence can support more informed and inclusive leadership.
The session took place at Rotana Arjaan and was attended by 15 senior women executives representing a range of hospitality brands. The workshop explored how AI is reshaping leadership, decision-making and collaboration at a time when digital tools are increasingly influencing how the industry operates.
The event marked an important step for ChatGPShe, a new initiative launched by Marisa Kamall, Founder of GAIA. The programme has been designed to help women professionals better understand artificial intelligence and play an active role in shaping how it is applied, rather than simply adopting existing tools.
GAIA said the workshop reflected its wider message for the year ahead: that the future of hospitality leadership must combine inclusion, technological understanding and practical application. While artificial intelligence is transforming how organisations communicate and manage operations, women remain underrepresented in many of the systems and datasets that drive these technologies.
In the weeks following the release of ChatGPT, OpenAI estimated that almost 80% of users were male, with other reports placing the figure closer to 84.5%. GAIA noted that when AI systems are shaped primarily by one demographic group, the outputs can reflect that imbalance, reinforcing bias and limiting perspective. Although more recent data suggests women are beginning to close the usage gap, the organisation said deliberate action is still required.
The January ChatGPShe workshop addressed these issues directly within a hospitality setting, where leadership, empathy and people-focused decision-making are central. Rather than centring on technical instruction alone, the session focused on shared learning and practical examples. Participants discussed how they are already using AI across different areas of their organisations, including guest communication, marketing, and operational efficiency, while also examining ethical considerations and the risk of bias.
“With ChatGPShe, women don’t just adopt AI—they actively shape how it’s used,” says Marisa. “This isn’t about adding another tool to the digital toolbox. It’s about influencing the answers AI gives the world, especially in industries driven by human experience, like hospitality.”
Unlike traditional training programmes, ChatGPShe follows GAIA’s peer-led leadership model. While a trained facilitator guides each session, discussion and insight are driven by participants themselves. Through peer-to-peer exchange, shared experiences and hands-on experimentation, attendees build stronger prompting skills, greater confidence in using AI, and a trusted professional network navigating similar challenges.
GAIA said this approach is particularly relevant for hospitality, where innovation must sit alongside service, culture and human connection. By bringing senior women leaders together across brands and roles, the programme aims to raise collective understanding and capability within the sector.
The January session is the first of several ChatGPShe events planned for the year. GAIA has confirmed that a further workshop will take place in March in collaboration with Women in Tech, with additional details to be announced.
As artificial intelligence becomes a standard part of business operations, GAIA said inclusive leadership is essential to ensure technology supports ethical, people-centred outcomes. The organisation added that when women lead conversations around AI, its impact can extend beyond efficiency to shape a more balanced and future-ready industry.
