Voices from the informal sector: AI, gendered norms and work-life balance among women entrepreneurs

Purpose The present study examines the impact of artificial intelligence (AI) technologies on the work-life balance of women entrepreneurs operating in Dubai’s informal economy. It aims to extend gendered organizational theory into digital and informal contexts to understand the socio-cultural dynamics shaping AI adoption. Design/methodology/approach Using a qualitative interpretive-constructivist framework, 50 semi-structured interviews were conducted with expatriate women entrepreneurs running home-based informal businesses in Dubai. Thematic analysis was employed to identify key themes relating to AI use and its impact on WLB. Findings The findings reveal that AI tools help reduce stress, save time, and enhance family cohesion, enabling women better to manage the dual demands of entrepreneurship and caregiving. However, significant barriers persist, including digital literacy gaps, affordability issues and tech fatigue. AI thus emerges as both a facilitator and a constraint, shaped by gender norms, informal economic conditions and the dynamics of smart cities. Originality/value This study contributes to underexplored intersections of AI, gender and informality by grounding the analysis in a culturally conservative urban context. It offers novel insights into how AI technologies simultaneously empower and exclude, emphasizing the need for inclusive, context-sensitive digital interventions to promote gender-equitable outcomes in smart cities.