My mother built and ran multiple businesses, all while raising three children. She led with sharp instincts, empathy, and unshakable strength. She never had to choose between being human and being fierce, she was both. I grew up watching her face incredibly tough moments, solving problems with creativity and grace. That image of leadership is burned into my memory, and it shaped who I am today.
She’s also the reason I fell in love with fashion. Before I even knew what a CEO was, I knew what presence looked like. She was and still is my style icon. Her confidence, her elegance, her ability to walk into a room and own it: I carry that energy with me every time I step into a pitch, a team meeting, or a new challenge.
Today, I lead an AI-powered fashion tech startup that works across markets and cultures. But the leadership principles I carry are still rooted in those early years: leading with purpose, making space for others, and never losing sight of your values – even when things move fast.
In AI, that matters more than ever. The ethical decisions we make, about how we train our models, what data we use, and who we include, aren’t abstract. They affect people’s identities, visibility, and opportunities. That’s why I believe leadership isn’t just about guiding a team, it’s about being accountable for what we put out into the world. And that starts with bringing our full humanity to the table.
But the truth is, women are still massively underrepresented in this space. A recent moment brought that home in a very real way: I asked ChatGPT to generate an image of me based on my queries. It gave me a man. When I asked why, it said it assumed I was male based on my role (CEO) and communication style. That bias, silent but systemic, is exactly why we need more women building AI, not just using it.
My mother raised me without limitations. I was born in a small town in the Brazilian countryside, and she raised me to believe I could conquer the world. I’ve since worked in big tech, lived in multiple countries, and now lead AIUTA, a company at the intersection of two industries I care deeply about: fashion and technology.
Powerful women raise powerful women. And I hope that, through my work, I can help create a world where more of us lead, where women, especially mothers, don’t have to choose between ambition and care, and where workplaces are designed to embrace their full strength, not limit it.
About the Contributor
Maísa Benatti is the CEO of AIUTA, a leading AI fashion-tech company transforming virtual try-on and personalization. With prior roles at Amazon and Farfetch, she combines deep product expertise with a background in fashion and a passion for innovation.
This contribution is for the Mother’s Day Initiative #builtbymothers.
All Content Rights Reserved by The Catalyst.
