My impression is that it tends to be more about reaching out to women and making sure they know they're welcome and less about inviting women because they are women. (Like, putting some effort into making women submit talks to your conference and then treating their submissions like all other submissions.)

That makes sense if you suspect that other people spend a lot of time making women feel unwelcome and that you're going to miss out on some great talks if you don't do anything about it. I don't think it is always unreasonable to suspect something like that.