When we read research saying women are four times more likely to shrink their successes through language, and so perpetrate negative outcomes such as missing out on promotions, we took action. As most were cutting back, we invested in a world-first AI tool BigUp.AI that helps women self-promote with confidence. Launched on IWD, it uses Microsoft LUIS Natural Language Processing (NLP) and machine learning technology to identify passive language and give more powerful alternatives. The beta gained positive press attention around the world and, crucially, over 10K users. They include Sandra Cauffman, deputy director, Earth Science Division, NASA, who said: This tool can help all women achieve their dreams. It's clever because it's accurate and powerful. Considering its aim, we're very proud that BigUp.AI received a D&AD Pencil for Future Impact. Phase two uses the latest NLP to read complete sentences and deliver more complex bigged up statements.