Insight
The new front door to women’s health: How GenAI is rebuilding access and trust
By Morgan Rose, chief science officer at Ema

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.
Insight
Women urged to be wary of menopause misinformation on social media

Women are being urged to seek evidence-based advice and avoid menopause misinformation shared on social media.
A seminar co-hosted by the World Health Organization (WHO) mainly examined what is known about the cognitive effects of menopause and current research in the field worldwide.
Dr Nicole Jaff, a South African academic and certified menopause practitioner, said research into menopause and its effects was now at a peak.
She said: “There’s a lot of information out there.
“But I would say please look for the evidence-based information, not for the influencers and the misinformation, but those who are giving guidelines, who are giving information.”
Jaff highlighted research into cognitive changes during menopause and how some women experience brain fog, a term for difficulties with memory, concentration and clear thinking.
She said: “I’m very excited about the non-hormonal treatments that are now available, especially for women who could never take hormone therapy because of breast cancers and various cancers, who can now take it.
“I’m extremely excited about people who are standing up for evidence-based medicine, for science, who are actually fighting back against a lot of the social media and influencers who are not giving evidence-based information and making life very difficult for women because they think they should be forever young or buying this or buying that.”
Jaff advised women and healthcare workers to read new guidelines recently issued by the International Menopause Society. They are available free to download from its website.
The seminar also heard from Professor Aimee Spector, professor of clinical psychology of ageing at University College London.
She raised similar concerns about misinformation, particularly claims linking hormone replacement therapy, known as HRT, to dementia. Some claims suggest HRT reduces dementia risk, while others suggest it increases the risk.
Spector said: “I think there’s also lots of misinformation.
“And I think that there’s huge variations in how even professionals and doctors interpret this information.”
She was part of an international research team commissioned by the WHO last year to assess published studies on the issue.
The institutions involved also included the Global Brain Health Institute at Trinity College Dublin.
Spector said: “The first thing to say is that the quality of evidence was very low.
“Nine out of the 10 studies we looked at were observational, which means that you’re observing patterns over time. But you don’t necessarily know whether that’s due to the hormone therapy or not.
“Our overall recommendation was that there’s insufficient evidence for menopause hormone therapy in terms of either increasing or reducing the risk of dementia. In other words, we don’t know either way.”
Spector said women should therefore decide whether to use HRT to treat menopause symptoms rather than based on concerns about dementia.
She said: “It’s recommended for menopause symptoms, but it’s not recommended to reduce dementia. And I think a lot of people are saying that.”
The Menopause on the Brain webinar was part of an ongoing series hosted by the WHO and other global health agencies.
Insight
Endometriosis musical set for Edinburgh Fringe stage

An endometriosis musical by two US writers will debut at the Edinburgh Festival Fringe in August.
“Endometriosis: The Musical” follows Jane, a woman trying to discover why she is living with chronic pain.
Maria Bartholdi and Kristin Stowell first developed the production for the 2022 Minnesota Fringe Festival.
The full show premiered at Theater in the Round in Minneapolis in 2025.
Stowell said the play drew on personal experience, although neither writer realised it at the time.
“So it’s like my goal to let women see themselves in this who are dealing with this and have a question they can bring back to their doctor,” she said.
“Like, could it be endometriosis?”
Bartholdi said she did not realise she might have the condition herself until after the play premiered.
“This show helped diagnose me, which I think is just one of the miraculous things that we hope this the show does for other people as well,” Bartholdi said.
Dr Wendy VanBuren, a radiologist at Mayo Clinic in Rochester, said she was a fan of the musical and its role in raising awareness of a common but underdiagnosed disease.
“Cells that are similar to but not identical to the cells that comprise the lining of the uterus, the inside of the uterus, are located outside the uterus,” said VanBuren.
“When they’re outside the uterus, there isn’t the right environment to deal with that. So basically, what you get is bleeding, and then you get inflammation.”
Roughly one in seven women live with the disease, and receiving a diagnosis can take nearly a decade.
Insight
Johnson & Johnson offers to pay US$5.5bn to settle talc cancer lawsuits

Johnson & Johnson has offered an estimated US$5.5bn settlement covering about 76,000 claims that its talc products caused ovarian cancer.
The proposed agreement could end a contentious legal dispute over the company’s baby powder and other talc-based products that has lasted around a decade.
Johnson & Johnson said the settlement covers claims consolidated in a federal court in New Jersey and related cases in state court.
The claims represent nearly all the remaining talc cases against the US multinational, according to the company.
Johnson & Johnson has previously settled most claims alleging that its talc contained asbestos and caused mesothelioma.
Mesothelioma is a rare cancer affecting the lining of organs, most commonly the lungs, and is usually linked to asbestos exposure.
Law firms representing claimants confirmed the proposed deal, describing it as a good resolution after around 10 years of litigation.
The agreement must be accepted by 95 per cent of ovarian cancer claimants in state or federal court before it becomes final.
Erik Haas, vice-president of litigation at Johnson & Johnson, said the claims were “meritless” and that the company was willing to settle to bring the litigation to a close.
“While we are confident the company would have ultimately prevailed with further litigation, as it has in the vast majority of cases tried to date, this resolution allows the company to put this matter behind it and remain focused on its mission to develop medicines and devices that save lives,” Haas said.
The company expects to pay US$3bn in 2027, with further payments due in 2028.
The deal could be worth more, depending on how many people take part in the settlement.
Chris Seeger, a lawyer representing around 2,500 clients with talc claims who helped negotiate the agreement, said Johnson & Johnson could ultimately pay US$7bn or more.
The settlement assigns specific values to qualifying ovarian cancer claims but does not cap the company’s total payout.
“We got a fair settlement, and our clients are going to be happy with it,” Seeger said.
Johnson & Johnson reached the agreement after a series of court victories, including wins in individual trials and successful efforts to disqualify claimants’ lawyers from the litigation.
The company also secured court rulings against experts used by claimants to support their cases.
A federal judge last week questioned whether individual claimants could prove that talc had specifically caused their ovarian cancer.
Johnson & Johnson has consistently denied that its talc products caused cancer, maintaining that the products were safe and did not contain asbestos.
The company stopped selling talc-based baby powder in the US in 2020 and switched to a cornstarch-based product.
Litigation resumed in March 2025 after being paused for more than three years while Johnson & Johnson pursued a bankruptcy strategy known as the “Texas two step”.
The company filed three bankruptcies through a shell-company subsidiary in an attempt to settle the cases. Each bankruptcy was dismissed.
Before the bankruptcy attempts, Johnson & Johnson had a mixed record in talc trials.
These included a multibillion-dollar verdict for 22 women who said baby powder caused their ovarian cancer, alongside trials won by Johnson & Johnson and other verdicts later reduced on appeal.
Unlike the proposed bankruptcy settlements, the latest agreement applies only to existing claims and does not cover future lawsuits.
Seeger said excluding future claims made more money available for current claimants than the bankruptcy proposal and would allow all claims to be paid within 18 months rather than over more than a decade.
News2 days agoUK femtech investment surges 194% in a decade, research finds
Entrepreneur2 weeks agoFertility startup American Baby Company secures US$4m
Insight2 weeks agoNatural Cycles receives sixth FDA clearance for fertility algorithm
Wellness6 days agoCancer patient receives ‘landmark’ treatment in world-first
Insight2 weeks agoExperimental treatment significantly slows progression of fatal brain disease in women, study finds
Sponsored Content2 weeks agoThe room is filling up at WHW Europe 2026 with super early bird pricing ending this Friday
Insight1 week agoJohnson & Johnson offers to pay US$5.5bn to settle talc cancer lawsuits
News2 weeks agoPlanetary Health Diet lowers heart risk in older women, study finds












