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The new front door to women’s health: How GenAI is rebuilding access and trust

By Morgan Rose, chief science officer at Ema

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As the $1.8T wellness industry evolves, GenAI is helping women move from overwhelmed to empowered, one conversation at a time.

The women’s health and wellness space is transforming.

According to McKinsey, today’s wellness consumers aren’t simply looking for better products but better experiences.

They want care that’s personalised, responsive, and grounded in trust. In other words, they want to feel seen.

That’s where GenAI comes in.

GenAI can redefine how women interact with digital health. This new intelligence layer helps users understand symptoms, evaluate product options, and make informed care decisions in real time.

Purpose-built GenAI can power user experiences across digital pharmacies, virtual care platforms, and consumer wellness brands and offer a more intuitive, responsive, and capable of guiding users through complex, often sensitive health journeys.

GenAI can intersect personalisation, access, and trust as the women’s health and wellness market evolves. Here’s where it fits in, and why it’s becoming an essential part of the next generation of feminist health tech.

Wellness is Getting Personal. GenAI Was Built That Way.

McKinsey reports that personalisation is no longer a perk; it’s the expectation. That’s especially true in women’s health, where so much of the journey is contextual.

Two women with the same symptoms might need entirely different solutions depending on their birth control, pregnancy status, or comfort with specific treatments.

GenAI accounts for that by tailoring recommendations based on the user’s inputs, including life stage, history, and current symptoms.

Companies can leverage GenAI to explain the difference between treatment options, offer education on side effects, and even validate when something seems off.

When trained to be technically brilliant and intuitively human, GenAI meets users where they are.

The Site Experience Is the Care Experience

As more care shifts online, websites are becoming the new front doors to health. But many brands still struggle with poor navigation, long-winded FAQs, or symptom quizzes that confuse users.

GenAI can embed into product pages, quizzes, and cart flows to offer on-demand support.

Stuck between two birth control options? Confused by discharge symptoms that don’t map neatly to a quiz?

GenAI can guide users based on how they describe what’s happening, not just a rigid drop-down menu. It brings a flexible, conversational layer to a static user experience, making all the difference.

Trust Is the Competitive Advantage

In a crowded marketplace, trust is everything. It’s what turns a one-time visitor into a repeat user. But trust doesn’t come from flashy design.

It comes from clarity, accuracy, and feeling like someone is on your side.

GenAI designed to build trust from the first message is rare and powerful.

Women’s Health Deserves Better Tech

Fertility, menopause, birth control, sexual health, weight care, these categories aren’t just clinical; they’re personal.

They’re often stigmatised, emotionally complex, and deeply tied to identity and life transitions.

GenAI can be trained to treat these topics beyond transactional moments. It can slow down, ask follow-up questions, connect the dots across symptoms and experiences, and offer more than answers. 

Perhaps most importantly, it can help companies serve their users with more dignity, efficiency, and care without adding to provider burnout or operational overhead.

What’s Next: From One Engine, Many Futures

The future of feminist health tech isn’t just more AI—it’s the right kind of AI, embedded into platforms women already trust.

We’re already seeing the next wave take shape. Patients Like Me uses generative AI to help patients get personalised insights, symptom education, and guided next steps between provider visits.

Willow uses GenAI to make pumping care more accessible, wrapping education, product guidance, and empathetic support into one seamless, chat-based experience.

MyUTI, a forward-thinking diagnostics company, is integrating AI into its at-home testing experience to help women make sense of their symptoms and select the most appropriate test for their needs.

What ties them together?

Each has built a differentiated product powered by the same underlying generative engine: a women’s health AI named Ema.

Every platform trains Ema differently, embedding its clinical logic, tone of voice, and care model to create an experience that feels brand-native and uniquely effective.

One AI engine, many use cases, and a shared mission: make healthcare more intelligent, accessible, and personal for women everywhere.

This is what happens when GenAI isn’t just bolted on but built in.

It’s not about replacing care; it’s about reimagining how it starts.

Morgan Rose is a Certified Nurse Midwife, Women’s Health Nurse Practitioner, and International Board-Certified Lactation Consultant with over a decade of experience supporting women’s health.

As the Chief Science Officer at Ema, Morgan combines her expertise with her passion for empowering women. She lives in New York City with her spunky daughter and their beloved dog.

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Black women want more accessible breast cancer screening info, study finds

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Black women in the UK want clearer, more accessible breast cancer screening information, research has found.

The study looked at why Black African and Black Caribbean women are less likely than white women to attend breast screening.

Researchers at the University of Surrey held focus groups and interviews with 47 Black African and Black Caribbean women aged 50 to 71.

Women in this age group are routinely invited for NHS breast screening.

The researchers said only 45 per cent of Black women attend screening, compared with 63 per cent of white women.

Anietie Aliu, lead author, postgraduate researcher at the University of Surrey and registered nurse, said: “Diagnosing breast cancer early can dramatically improve a person’s chance of survival.

“Breast cancer screening plays an important role in this by identifying the cancer and ensuring a person receives speedy treatment.

“Despite the importance of screening, Black women are less likely to attend appointments than white females.

“This puts them at risk of a potential cancer being diagnosed late and spreading to other areas of the body. We need to understand what is preventing Black women from attending these appointments and help identify ways to remove such barriers.”

The study found a need to increase awareness of breast cancer screening, especially among women less familiar with the service.

Some women, particularly those born outside the UK, knew little about breast screening before receiving their first invitation.

Others questioned why they needed screening when they had no symptoms.

The importance of trusted conversations was also identified.

Researchers found that some Black women expected their GPs to speak to them about breast screening, particularly before they reached screening age.

Although NHS breast screening is organised through national screening services, researchers said GPs often have established relationships with patients and may be well placed to offer brief advice on preventive care, including breast screening.

Participants called for stronger links between GP practices, breast screening services and Black community champions.

They said this could help women receive trusted information, ask questions and feel reassured.

Faith and religious beliefs also shaped decisions for some women.

Some Black African Christian women said illness, including cancer, was not permitted by God in their bodies, while others saw screening as a personal choice that did not conflict with Christian faith.

Muslim women highlighted the importance of being able to state their religion on medical appointment forms to help ensure they were seen by a female mammographer.

A mammographer is a healthcare professional trained to carry out breast screening scans.

Aliu added: “Breast screening can save lives, but our findings show that attendance is shaped by multiple factors, not just awareness, although awareness remains important.

“Women need relatable screening information, reassurance, flexible appointments and services that are accessible within their communities.

“Many felt that invitation letters were too formal, and that leaflets and media imagery did not reflect them, making it harder to relate to screening.”

Dr Afrodita Marcu, senior research fellow at the University of Surrey and member of the research team, said: “We need a more collaborative approach, where primary care, screening services and community voices work together to support women before, during and after the invitation.”

The researchers said future breast screening interventions should be designed with Black women, rather than for them.

They said user-friendly and culturally relevant resources, developed with communities, healthcare professionals and screening services, could improve understanding, reduce fear and make breast screening feel more accessible and reassuring.

Dr Robert Kerrison, associate professor of cancer care at the University of Surrey, said: “There is no question that breast screening can be lifesaving, but we need to make it easier for women to understand, access and feel reassured by the programme.

“This means improving communication, addressing practical barriers and making sure healthcare professionals and community partners are supported to provide clear and trusted information.”

The team has also explored healthcare professionals’ perspectives and worked with stakeholders to develop user-friendly materials with Black women.

Researchers said this co-designed approach could help ensure breast screening messages are culturally relevant, practical and shaped by the people they are intended to support.

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“Women’s voices should be heard and pain should never be ignored,” says Wales’s first Women’s Health Minister

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Women’s pain should not simply be endured, Wales’s first women’s health minister has said.

Delyth Jewell said she was determined to tackle the normalisation of pain in women’s healthcare and ensure women’s voices are listened to.

Speaking during a Women’s Health Summit at the Temple of Peace on Thursday, July 16, she said: “For too long, women’s health has been treated as an afterthought. No woman should be afraid to speak up about pain or things that don’t feel right.

“Women should be believed about their bodies, and I am determined to change the culture that has let too many women down.”

She added: “Women’s voices helped create the Women’s Health Plan. Now we’re making sure those voices continue to shape what comes next.”

The summit brought together clinicians, researchers and women with lived experience to tackle the normalisation of pain in healthcare and identify how women’s voices can better shape NHS services.

Lived experience means insight from people who have personally gone through a health issue or used healthcare services.

The event focused on pain linked to clinical procedures and long-term health conditions, drawing on research evidence, clinical expertise and women’s personal experiences.

Following the summit, minimum standards for service user engagement will be drafted to ensure women’s voices continue to influence the delivery and future priorities of the Women’s Health Plan.

Service user engagement means involving people who use health services in decisions about how care is designed, delivered and improved.

Work will also begin to refresh and strengthen the plan, including gathering feedback directly from women across Wales.

The NHS Wales Women’s Health Plan was developed after discovery work in 2022, when women across Wales shared their experiences of healthcare.

Many said they had not felt listened to, had symptoms dismissed or had lived with pain for years before receiving a diagnosis.

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The Healthcare AI Playbook: What it actually takes to build trustworthy AI for care

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Hosted by Amanda Ducach, CEO, and Morgan Rose, chief science officer, EmaEQ

Healthcare companies have spent the last two years hearing the same advice: get AI into your product. Few have been told what that actually takes.

Most default to the fastest option. Plug in a general-purpose model, wrap it in a chat window, and call the box checked. It looks like progress on a roadmap slide. It rarely holds up once a real patient is on the other end of it.

We’ve spent years building AI specifically for healthcare, and the lesson that keeps repeating itself is simple: accuracy is not the same thing as trust, and trust isn’t something you bolt on after launch. It has to be part of how the system is built from the first line of code, not a feature added once regulators or users start asking questions.

That distinction is the whole reason clinical accuracy gets treated as a checkbox instead of a discipline. A model can sound confident and still be wrong in ways that matter enormously in a health context.

Knowing the difference, and building for it deliberately, is what separates AI that’s genuinely safe for care from AI that’s simply fast to ship.

On July 20th, we’re hosting a live conversation about exactly this: what companies should be paying attention to before they choose an AI to build with, what clinical accuracy really requires, and the pillars we hold every AI system to before it gets anywhere near a patient’s care.

The Healthcare AI Playbook Webinar: July 20th, 1:30-2pm EST, live on LinkedIn.

Register here: https://www.linkedin.com/events/7482643171823509504?viewAsMember=true

If your team is building anywhere near healthcare, or evaluating what’s already in your product, this is the conversation we think the industry needs right now.

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