AI fashion show highlights how digital access can empower women in Pakistan

Pakistan ranks among the leaders in mobile penetration in South Asia, with 196 million subscribers driving a mobile telephone density approaching 80%. Yet, beneath this promising statistic lies a stark reality: millions of women remain digitally invisible, unable to access the very services that can empower them. The gender gap in mobile ownership and internet use in Pakistan is among the widest in the world, limiting women’s participation in education, finance, and the workforce. Bridging this divide isn’t just about connectivity; it’s about unlocking economic growth, social mobility and a more equitable future.

When women are left out of the digital economy, they are left out of progress. Limited access to mobile and the internet doesn’t just widen the gender gap; it also reduces their visibility in economic and social systems. Without digital access, women struggle to participate in education, employment, and financial services, reinforcing systemic inequalities and limiting their ability to shape their own futures.

According to the GSMA Mobile Gender Gap Report 2024, women in Pakistan are 38% less likely to own a mobile device compared to men, marking the widest gap in South Asia. Furthermore, only about 33% of women in Pakistan have access to the mobile internet, in contrast to 53% of men, highlighting a considerable divide in access to mobile technology. These disparities are influenced by factors such as affordability, literacy, digital skills, and societal norms that discourage women's use of technology. Addressing these challenges is essential to promote digital inclusion and empower women in Pakistan.​

However, momentum for change is rapidly building across Pakistan with efforts to bridge the digital gender gap being driven by policy reforms, grassroots initiatives, and private-sector innovation. Government programmes are expanding digital literacy, financial inclusion efforts are bringing more women into the formal economy, and mobile operators are introducing affordable, women-focused services. As more women gain access to digital tools, they are unlocking new opportunities, reshaping industries, and challenging traditional norms. The landscape is evolving, and the digital divide is slowly but surely closing.

Programmes like PTCL’s “Ba-Ikhtiar”, which has a 79% completion rate, are demonstrating how digital inclusion can be a game-changer for women in Pakistan. Started by PTCL Group in partnership with Pakistan Poverty Alleviation Fund (PPAF), National Rural Support Programme (NRSP), U Microfinance Bank (UBank) and e-commerce platform, Daraz, the programme equips women, particularly those from rural and underserved communities, with smartphones, digital wallets, and training in e-commerce and financial management.

Many of these women had never owned a smartphone before, yet now they are building online businesses, selling handmade products directly to customers, and reducing their reliance on intermediaries who often limit their earning potential. The programme’s success has already led to plans for expansion, reaching flood-affected districts and tailoring training to local needs. With partnerships spanning microfinance, e-commerce, and community support organizations, this model is proving that when women are given the right tools, they don’t just participate in the digital economy – they thrive in it.

Resulting in an unforgettable moment of innovation, the Ba-Ikhtiar programme marked a significant milestone with Pakistan’s first-ever AI-powered fashion show. This unique event was a celebration of talent and entrepreneurial spirit and the potential of technology to elevate their work. It brought together the creativity of female artisans and the power of AI, blending tradition with modernity in a way that few could have imagined before. Beyond showcasing fashion, it highlighted how far-reaching the impact of digital inclusion can be, opening doors for underrepresented genders to tap into a global marketplace and challenge long-standing barriers.

This moment is emblematic of a larger shift in Pakistan, where technology is no longer just a tool for development but a catalyst for social change. Instead of simply showcasing fashion, this event used cutting-edge technology to animate AI models wearing garments crafted by the programme’s participants, women who had never had the opportunity to present their work in such a professional, global way. The result was a fusion of tradition and technology that highlighted the potential of female entrepreneurs to break through barriers and reach new audiences.

It wasn’t just about the technical marvel of AI; it was about giving these women a platform to showcase their skills and creativity without the constraints of geography or financial limitations. The event proved that when women are given access to digital tools, they can not only participate in the digital economy but lead in it, transforming industries and redefining what’s possible. The AI-powered fashion show was a powerful symbol of how far we can go when innovation meets inclusion and empowerment.

The path to a digitally inclusive Pakistan is clear, but it requires focused action to overcome the deep gender and digital divides that persist. Today, initiatives like PTCL’s Ba-Ikhtiar are showing what’s possible when technology meets empowerment. AI and public-private partnerships are the tools that will close this gap, enabling women in rural and underserved communities to build businesses, gain financial independence, and connect with the world in ways that were once out of reach.

With the programme now expanding to 20 districts, including those still recovering from the 2022 floods, these efforts are growing in scale and impact aiming to reach over 2,000 women in the next 18 months. If we continue to scale these efforts, we can ensure that the digital revolution doesn’t leave anyone behind. As technology becomes more embedded in Pakistan’s economy, it’s essential that women are positioned not as passive bystanders, but as active participants in shaping this transformation. Because Pakistan’s future is about connectivity, and a digital economy where both men and women can succeed.