How can AI, digital marketing, and business analytics empower women entrepreneurs?

Written by Elena Blazhevska

In April 2026, the Association of Business Women (ABW) in North Macedonia successfully delivered a series of five online workshops within the Erasmus+ project WOMEN 5.0, aimed at strengthening the digital competencies of women entrepreneurs and professionals. The initiative supported women in adapting to the rapidly evolving digital economy and increasing their confidence in using technology for business growth.

The workshops covered a range of highly relevant topics, including business analytics, ethical use of technology, artificial intelligence, digital marketing, content creation, automation, project planning, productivity and digital wellbeing. The programme was designed to provide participants with practical knowledge and hands-on experience that could be directly applied in their professional activities and businesses.

All sessions were delivered online and combined presentations, practical demonstrations, case studies, guided exercises, AI tool exploration, brainstorming activities and interactive discussions. This approach allowed participants not only to learn about digital tools but also to test and explore them in a supportive learning environment.

Participant engagement remained high throughout the training programme. Women entrepreneurs actively contributed to discussions, shared their experiences and participated in practical exercises. Particular interest was observed during the AI-focused workshops, where participants explored real-life business applications of artificial intelligence and discussed how these technologies could improve productivity, decision-making and business performance.

Participant feedback and impact

Feedback collected after the workshops highlighted the strong relevance of the training content. Participants described the sessions as practical, informative, engaging and highly beneficial for their entrepreneurial and professional development. They especially appreciated the focus on AI tools, digital marketing strategies, ethical technology use, productivity solutions and the opportunity to experiment with digital tools during the workshops.

The programme also contributed to increasing participants’ confidence in using digital technologies. Many reported feeling more prepared to integrate AI tools, analytics platforms, automation solutions and digital marketing techniques into their daily work. Participants identified new opportunities for improving communication, visibility, organisation and overall business efficiency through technology.

An important outcome of the workshops was the shift in attitudes towards digital innovation. The training helped reduce uncertainty surrounding artificial intelligence and encouraged participants to view technology as a practical resource for business development rather than a complex or inaccessible tool.

Participants also provided valuable recommendations for future activities. They expressed interest in more advanced training on AI applications, automation tools, digital marketing, content creation, productivity solutions and other practical digital tools tailored to business needs. Many suggested extending workshop duration and including additional hands-on exercises to allow for deeper exploration of the technologies presented.

The overwhelmingly positive feedback demonstrates the growing demand for digital skills development among women entrepreneurs. By equipping participants with practical knowledge, increasing their confidence and fostering a positive attitude towards innovation, the programme has contributed to strengthening the digital readiness of women-led businesses in North Macedonia. Participants strongly recommended the initiative, highlighting its practical value, supportive learning environment and positive impact on their professional growth.

Through these activities, WOMEN 5.0 continues to demonstrate how targeted, practical and inclusive digital training can empower women to become more confident users of technology and active participants in the digital economy.

The WOMEN 5.0 project is co-funded by the Erasmus+ Programme of the European Union and aims to bridge the digital gender divide by empowering women entrepreneurs and trainers through targeted digital skills development and ethical technology use.