The Singapore campus of James Cook University Singapore (JCU in Singapore) launched the EMPOWER: AI Playbook for Women Entrepreneurs in Micro, Small and Medium Enterprises at a special event on 18 March 2026, in conjunction with International Women’s Day (IWD).

The playbook introduces a structured, practical framework designed to help women-led micro, small, and medium enterprises (MSMEs) adopt artificial intelligence (AI) to strengthen business growth, efficiency and resilience.

Developed by researchers from the JCU in Singapore in collaboration with industry partners, the EMPOWER framework provides a roadmap that combines strategic insight with hands-on approaches that are relevant to small and growing businesses.

The launch comes at a time when Singapore is accelerating support for SME digital transformation including new funding initiatives to support AI adoption. The number of women-owned companies in Singapore has also grown significantly – data from the Department of Statistics showed that it grew from 16,300 in 2010 to 36,000 in 2022¹. Against this backdrop, the EMPOWER playbook aims to help women MSME entrepreneurs build capabilities and confidence in using AI tools for business.

This playbook is the outcome of a one-year project commissioned by Connected Women (Singapore Chapter) and co-funded by James Cook University’s Centre for International Trade and Business in Asia (CITBA) and DP Dental.

Dr Tan Kim Lim, Senior Lecturer at JCU in Singapore, who led the research team in the development of the playbook, said:

“The 2026 IWD theme, “Give to Gain”, resonates strongly with our project. While the interpretation emphasises the power of reciprocity and support, our project extends beyond that notion. By giving women MSME entrepreneurs access to knowledge, tools, and structured frameworks, they gain operational efficiency, business resilience, and sustainable growth.”

The launch event, themed Applying Artificial Intelligence in Women-Led MSMEs: An EMPOWER Framework, will bring together academic experts, industry leaders, and women entrepreneurs to discuss how AI can be applied meaningfully within small and growing businesses.

Panellists included:

• Ms Louisa Lee, Founder of DP Dental and Board Member at Connected Women;
• Ms Gina Romero, Founder of Connected Women (joining online); and
• Ms Hamidah Aidillah Mustafa, Founder of Parrot Social and Vice President of the Association of Small & Medium Enterprises (ASME)

Together, they shared insights on the opportunities and challenges women-led MSMEs face in adopting emerging technologies.

“With AI-enabled technology shaping the business environment, using it is no longer optional. Women entrepreneurs are eager to innovate, but they need tools that are realistic, accessible, and relevant to their business context. The EMPOWER framework meets them where they are – breaking down complex technologies into practical steps that can be applied without losing sight of day-to-day business realities,” said Ms Louisa Lee.“Across our global community, we see women entrepreneurs navigating both opportunity and uncertainty when it comes to technology. This playbook is timely because it centres women’s lived experiences and offers a framework that is inclusive, actionable, and scalable across different markets,” said Ms Gina Romero.

“Adopting AI especially so for Analytics & Social Listening will come a long way in helping MSMEs stay relevant and resilient. The EMPOWER framework recognises the constraints small businesses face and offers realistic pathways for women entrepreneurs to leverage AI while remaining agile and sustainable,” added Ms Hamidah Aidillah Mustafa.

The initiative reflects JCU in Singapore’s commitment to applied research, industry engagement and digital capability building. By translating research into practical tools, the University aims to support women entrepreneurs and contribute to stronger and more resilient business ecosystems.

¹Women-owned companies in Singapore. Department of Statistics. https://www.singstat.gov.sg/-/media/files/publications/industry/ssn224-pg2-4.ashx

Find out more about the Singapore campus of James Cook University.

Contacts

Dr Tan Kim Lim kimlim.tan@jcu.edu.au

Media: Ms Pinky Sibal pinky.sibal@jcu.edu.au / Ms Hoe Shu Rin shurin.hoe@jcu.edu.au