A recent study conducted by IMC University of Applied Sciences Krems on the use of Generative AI (GenAI) in Austrian companies (n = 1,015) reveals a clear trend: on average, men have been using AI for longer, but women are catching up at a remarkable pace. The findings suggest that Generative AI is increasingly evolving from a technology for early adopters into a widely used workplace tool, with women playing an increasingly important role in its adoption.
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Women Are Rapidly Catching Up in AI Adoption – and Using It More Strategically
The Male Head Start: Early Adoption Matters
The data on duration of use paints a clear picture. Among respondents who have been using GenAI for more than one year (31.4% of all participants), men account for the larger share. They began experimenting with the technology at an earlier stage, when Generative AI was still considered a niche topic.
This earlier adoption may also be linked to differing levels of affinity for emerging technologies – a well-known phenomenon observed across many digital innovations.
The Catch-Up Effect: Women Are Making Deliberate Choices
However, the picture is changing. In the group of more recent users – those who have been using GenAI for between two and six months (32.8%, the largest single user group) – the proportion of women has increased significantly.
These are not casual adopters. Women entering the GenAI space today are doing so in a more mature market environment. They are selecting tools deliberately, have specific use cases in mind, and become productive more quickly.
“Those who join later often have an advantage: they can learn from the mistakes of the early adopters and begin directly with the most effective use cases. The data suggests that this is exactly what women are doing,” says Prof. (FH) Mag. Dr Doris Berger-Grabner, MA, CSE, researcher and Head of the Degree Programme in Business Administration and Digital Management at IMC Krems.
How Women Are Using AI: Communication, Knowledge and Content Creation
The most popular AI applications reflect this focused approach:
• Improving written texts: 53.8% women
• Responding to emails: 54.1% women
• Creating marketing content: 53.7% women
Particularly in communication-related tasks such as responding to emails and creating marketing copy, female participation is notably strong. These are areas in which women often hold key responsibilities in their professional roles.
What Companies Need to Do Now
The catch-up process is well underway, but it is not happening automatically. Organisations seeking to harness this momentum should:
• Actively support female employees in adopting AI rather than waiting for individual initiative.
• Design training programmes around practical use cases such as writing, research and communication.
• Leverage the experience advantage of male colleagues as a mentoring resource.
• Systematically remove barriers to adoption for groups that are joining later.
About the Study
The data cited in this article is drawn from a recent survey conducted by IMC University of Applied Sciences Krems on the use of Generative AI in Austrian companies (n = 1,015). The survey examined, among other aspects, 28 GenAI use cases as well as demographic characteristics, including gender and duration of use.
The research team comprised Professors Michael Bartz, Doris Berger-Grabner, Ruben Ruiz Torrubiano and Denise Kleiss of IMC Krems.