AI. Love it or fear it, there’s no escaping it. And if this week’s sell-out Women on Top event at The Balmoral Hotel Edinburgh proved anything, it’s that the time to start using AI is now.
The message from the powerhouse panel was clear: approach it with curiosity, keep an open mind and experiment. Whether you’re already using AI in your business or still figuring out where to begin, it’s time to get ahead of the curve and do it quickly. The future is already here and it’s moving fast!
There’s a special energy that comes from a room full of over 100 women, eager to connect, learn and share ideas. In the luxe surroundings of The Balmoral, that energy was unmistakable. The room was filled with conversation and curiosity. The event brought together a panel of women who are making waves in business and tech: Nathalie Agnew, Founder and Managing Director of Muckle Media PR Agency; Mairi McInnes, Global Leader for Industries & UK Place & Purpose Leader at PwC; and Irene Roberts, Senior Global Travel and Tech Leader. Each brought their own experience and insight into how AI is transforming the way we work, grow, communicate and lead.
AI: Fear or Fuel for the Future?
The discussion quickly turned to one of the biggest questions on everyone’s mind: should we be worried about AI replacing jobs? Irene Roberts tackled that head-on, pointing out that while AI will undoubtedly change roles, it’s also creating new ones. The key, she said, is to take the time to learn, communicate clearly and help teams adapt. “AI can make decisions faster,” she explained, “but AI can’t care. It can’t connect the dots with purpose.”
Mairi McInnes agreed, adding that in just a couple of years, AI will be embedded in everything we do. It won’t be a question of if we use it, but how. For her, this is a huge chance for women to be pioneers, to lead the charge, get comfortable with technology and use it to drive progress. “It’s a real opportunity for women to be tech-empowered” she said. “Pioneer it. Get ahead of the curve and do it quickly.”
For anyone with a business and wondering where to start, Nathalie Agnew’s advice was refreshingly practical: just talk to it. “Chat to an AI bot,” she suggested. “Ask it about your audience. Challenge your plan. Get ideas for content. Just start.” For her, AI isn’t something to fear - it’s a creative ally. “The biggest opportunity for me is how we help our clients on the AI journey,” she said. “We don’t see it replacing PR or marketing. We see it making us more efficient. But we still need to keep the authenticity. AI is not a replacement for having an opinion.”
Nathalie also spoke about how the shift from traditional SEO to what she called generative AI optimisation will redefine how brands are discovered. As AI tools increasingly determine what people see and read online, authenticity and brand voice will matter more than ever. Her message was clear: embrace the technology but stay human.
That theme of staying human ran throughout the conversation. AI might be transforming workplaces, but leadership remains a deeply human art. “The more technology we bring into business, the more human our leaders need to be,” Irene said. “AI can’t empathise. It can’t inspire. That’s still our job.” The panel agreed that emotional intelligence, curiosity and adaptability are becoming essential leadership skills. As Mairi put it, “Trust the value that comes from it. AI might change how we lead, but it won’t change why we lead.”
The panel didn’t shy away from the practicalities either, touching on data security, bias and how to use AI responsibly. “AI can only be as good as the data we feed it,” Nathalie noted. “We need to ask better questions, be mindful of bias, and make sure our prompts lead to inclusive, representative results.” Her advice was to start embedding AI into existing systems (project management tools, CRM platforms, marketing processes) while also setting clear guidelines for data use and quality control.
By the end of the morning, one message stood out above all others: just try something new. Don’t wait for the perfect moment or the perfect prompt, start experimenting today. The future belongs to the curious, and the time to start is now.
Our Thanks
To everyone who joined us, you incredible eggs, thank you for bringing your energy and enthusiasm to another brilliant Women on Top. Huge thanks go to the brilliant team at Woosh. You’ll be able to catch up on everything you missed when this event is featured on the ‘egg talks to’ podcast very soon.
Shoutout to FreeAgent for sponsoring and supporting small businesses with their award-winning accounting software, and to Jennifer McLuckie for capturing the day so perfectly.
Thanks also to Lothian Childcare Solutions for taking care of the mini eggs and to The Ecosystem Fund, backed by the Scottish Government, for their generous support. We were joined by three little ones including Billy, the daughter of egg’s very first employee, Kirsten Blackburn, pictured above! Kirsten now leads marketing at The Borders Distillery.
