AI is already shaping the way we work and interact, but are we actively shaping it in return? Are we ensuring it benefits everyone? And are we still asking, with childlike curiosity, “What might happen?”
In what took the shape of a keynote-meet-tech-computer-science-lecture imbued with wonder, Dr Anne-Marie Imafidon MBE didn’t just talk about AI and the future of work—she challenged every Salon Owners Summit 2025 attendee to rethink how they approach innovation, curiosity, and leadership. This recap is now an invitation to you to reflect on the impacts of technology on our businesses and the lives of our teams and clients, both today and in the years to come.
Curiosity: The Key to Innovation
Dr Imafidon set the tone with a childhood story—recalling how, as a four-year-old, she dismantled a VHS tape looking for Timon and Pumbaa from The Lion King. She explained how curiosity and the desire to understand how things work is something we all share: “We’re incredibly curious beings, and it’s something that as adults, maybe gets pushed out of us.”
But she challenged the audience to rethink that loss: what if we asked more questions, challenged more assumptions, and allowed ourselves to take things apart, conceptually, to understand how they work? What if we reframed curiosity as an active tool for discovery, driving our decision-making? Much like Paddy Monaghan expressed in this PhorestFM podcast episode, for salon and clinic owners, that might mean rethinking how technology can support—not replace—the personal, high-touch experience clients crave:
- Questioning established norms (shifting from “This is how we’ve always done it” to “What if we tried something different?”)
- Looking for creative ways to enhance the client experience
- Rethinking how teams collaborate
- Automating tedious admin work
- Leveraging AI to personalize client recommendations
We’re All Living in Someone Else’s Vision of the Future
Encouraging attendees to cast their minds beyond the next week, month, quarter, financial year, strategy round, or even the next decade, she argued that the future isn’t a distant concept. Not only are we living in someone’s vision of the future, but it is also unfolding around us every day.
Pointing to the 1980s TV series Knight Rider as a perfect example, she explained how back then, talking to an AI-powered car was pure science fiction. Today, talking to our cars isn’t uncommon: “And it’s funny. It wasn’t a big bang, okay, all of a sudden, now we’re in Knight Rider times. It was a slow progression. Then, a set of folks saw that, had that sparked something in their imagination, and it became a desire, a design, and a reality. Wouldn’t it be amazing if we’re able to do that?”
Who Gets to Innovate?
One of the significant points Dr Imafidon stressed was the importance of reflecting on who gets to innovate, i.e, who gets to make decisions regarding the technology we use and who might be left out?
She shared an image from a girls’ public secondary school’s science department: “This is the image we have of who innovates, who has created the science and who’s created the technology. You have to be dead, white, and male with a beard and probably never smile to have anything of value to have ever done. And it’s frustrating because it’s not true. Being dead is a really, really high bar to set for anyone being innovative,” she quipped.
But beyond the joke was a serious message. When only certain voices are included in shaping the future, the result is technology that works for some and fails others.
She pointed to real-world examples:
- Voice recognition tech that doesn’t understand diverse accents
- Airbags designed using male crash test dummies, putting women and children at risk
- Health tech companies “discovering” menstruation years too late, sometimes rolling out features without consulting people who have periods
These aren’t just oversights; they’re the consequences of failing to include diverse voices from the start. For salon owners, this raises a crucial point. How can we ensure our businesses are inclusive at every level, from staff policies to the services we offer? Inclusion isn’t just a social responsibility—it’s a business imperative. When AI and innovation fail to account for diversity, they miss the mark.
Think about how AI might shape your business. Will automated booking systems be intuitive and accessible for all clients? Will AI-driven consultations consider a broad range of beauty standards and hair types? Will training tools support diverse learning styles and career paths?
She continued: “It’s quite important for us to reflect, whether you’re technical or not, on the opportunity that we have in AI, but also the responsibility that we have across how we’re using this technology, and to be curious about it. Maybe even more curious than the folks supposedly in charge and driving this revolution. There’s a lot of questions that they’re not asking, a lot of things that they’re missing.”
The future of AI, with all of its true potential, isn’t just about efficiency but about building systems that are fair and designed with real people in mind.
AI as a Tool for Empowerment
Despite the flaws in how AI is often designed and deployed, Dr Imafidon made one thing clear: when used intentionally, AI can be an incredible tool. She outlined four key ways AI can enhance, not replace, human work in the hair and beauty industry:
- Automation – Streamlining repetitive tasks to free up time for real connection
- Decision-making – Assisting in data-driven insights (without removing the human element!)
- Data Exploration – Forecasting trends and client behaviors
- Generative AI – Creating content, ideas, and solutions
But the key takeaway? Technology should empower you, not disempower you. AI should enhance client experiences, make businesses more efficient, and improve well-being—not make people feel like they’re at the mercy of an algorithm. We must, however, keep in mind the bigger ecosystem our businesses are a part of and honor our responsibility towards individuals, groups and society:
“An AI receptionist might shift things ever so slightly for society. […] When I’m thinking Burj Khalifa, when I’m thinking flying cars, and I’m thinking whatever is happening forty, fifty years down the future, what is the health and beauty experience that folks are having then? And what are the bits that I might be able to build in now to make sure that then that’s part of the norm for how people feel when they appear at a salon or for the type of services that we’re offering or for the ways that we might ask questions or engage with different folks that are in our workforce?”
Leadership in a Tech-Driven World
“There’s so much technology, and it’s continuously changing,” Dr Imafidon said, reflecting on how conversations around innovation are constantly shifting. The key, she emphasized, is not to master every piece of technology or every new bit of innovation but to foster a mindset of continuous learning, amongst other things.
Growth Mindset & Building in Tribes: “Test it out, try it out, see what happens.” Learning opportunities are everywhere and they are to be sought out, ideally with mentors, colleagues, and a strong support network that encourages bold thinking and continuous learning.
Agility & Experimentation: The Build, Measure, Iterate model is how tech companies innovate—but it’s just as relevant for business owners testing new strategies. Being flexible and willing to pivot quickly will allow your business to thrive in the ever-evolving world of beauty and client expectations.
Bringing Your Whole Self to Work: Referencing Legally Blonde as an analogy, Dr Imafidon reminded everyone that Elle Woods’ deep knowledge of perms helped her win a legal case. Her point? Your unique background and experiences are an asset in shaping innovation, even if you don’t think of yourself as a tech person.
Finding Your Way to Be Visible: “This summit is one way to do it. Across the Phorest community is another way to do it,” Dr Imafidon pointed out, stressing the importance of putting yourself out there and owning your expertise. Whether sharing knowledge, advocating for inclusivity, or championing innovation, visibility allows leaders to inspire change in their industries.
Recognizing and Using Your Influence: Everyone has the power to shape the future—not just tech professionals. Sharing an example about childcare and allowable expenses from the book Invisible Women to bring her point home, Dr Imafidon encouraged salon owners to recognize their influence, whether through hiring practices, business policies, or even the services they offer.
“Maybe there’s a way that you’ll use technology to empower different types of people to thrive in your salon and your supply chain. What are the norms that you might be able to set using technology in the right kind of way?”
She let the crowd reflect on this question before bridging everyone over to the Q&A portion of her keynote address.
Shaping the Future, Together
For salon and clinic owners, the message is clear: AI is here, and it won’t stop growing, but how we use it is up to us. Ending on yet another statement imbued with wonder, she said: “I think it’s exciting how much [potential there is] to elevate. It’s exciting how you might be able to use AI. And it’s exciting being curious, being able to take those things apart, put them back together, and solving problems in the way that I know all of you will be able to do.”
By being curious and inclusive, you’re not just shaping the future. You’re making it fairer, brighter, and more human. By fostering curiosity, embracing diverse perspectives, and using technology as a tool for empowerment rather than exclusion, we can build businesses and an industry that thrives in the future. The question is, will you accept Dr Anne-Marie Imafidon MBE’s invitation?
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