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Trend watch: The rise of the intimacy economy

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By Fard Johnmar, health futurist, strategist and co-founder of the FemAging Project

For more than 20 years the digital realm has been dominated by a quest for attention: likes, clicks, views, shares, etc.

While attention is still important, the proliferation of AI tools, powered by huge amounts of data, is leading to the rise of what some are calling the intimacy economy.

The intimacy economy is characterised by a shift towards “market systems where personal and emotional data are exchanged for customised experiences catering to individual emotional and psychological needs.”

This trend is being driven by the rise of increasingly powerful AI systems that use a range of verbal, textual and visual cues to deliver highly personalised experiences. 

Key technologies facilitating this trend include: 

  • Ambient Intelligence: Devices are becoming more attuned to our personal habits and preferences, understanding not just our spoken commands but also our nonverbal cues and emotional states 
  • Intimate Connections with AI assistants: We are seeing the increased incidence of the creation of intimate, and even romantic, connections with AI assistants
  • Enhanced Personalisation: AI has the potential to reshape digital experiences by moving beyond attention algorithms to cultivate intimate connections with users, anticipating their needs and emotions

Companies are capitalising on this trend by creating sophisticated AI systems designed to engage users on a personal level.

For instance, platforms like Replika and Glow are designed to foster emotional bonds, allowing users to share their thoughts and feelings in a safe environment.

These AI companions can adapt to individual preferences, providing tailored interactions that mimic the nuances of human relationships.

This adaptability not only enhances user experiences but also raises questions about the authenticity of these connections and their potential impact on real-life relationships.

However, the rise of the AI intimacy economy is not without its challenges.

Critics express concerns about the implications of relying on AI for emotional fulfillment, suggesting that it may lead to a decline in genuine human interactions.

The potential for users to develop unrealistic expectations about relationships is also a significant concern. 

The Intimacy Economy and Women’s Health 

The rise of the intimacy economy has profound implications for women’s health across a range of domains, including: 

  • Behavioral health: We are already seeing AI-powered mental health companions that are delivering care – often without human intervention. Are women being helped or harmed by AI therapists and what are the long-term implications of the acceleration of automated mental health support services? 
  • Product development: Innovators may leverage trending intimacy economy tech to develop more ‘sticky’ and engaging patient and consumer experiences by integrating AI technologies into their products and services 
  • Behavior modification: Will communications, adherence/compliance solutions and other tools providing highly personalized and intimate experiences do better or worse at shaping health-related behaviors in medication adherence, vaccine utilization and other areas? 

Undoubtedly, there are many other areas where AI-fueled ‘intimate’ technology will shape women’s health globally.

The next few years will likely be transformative as these technologies are adopted across healthcare — sometimes in surprising ways.

Tools and Resources to Guide You in an Era of Profound Change 

As AI and related technologies continue to re-shape women’s health and well-being at a rapid pace, it’s important to understand the impact and implications of these trends and technologies on your work in health and well-being.

To help, we have developed a range of unique original research, analysis and AI-powered knowledge solutions delivered via our membership and intelligence platform, Femalytics. You can benefit from Femalytics by: 

  • Signing up for the Femalytics Resource Hub to receive intelligence and research in your inbox – free of charge. Click here to sign up.
  • Exploring other Femalytics solutions, including personalized InnoStrategy Briefings, 20+-page reports featuring competitive intelligence, trend and tech analysis on topics you care about most. Learn more by clicking here

About the Author

Fard Johnmar is a health futurist, strategist, and co-founder of the FemAging Project, a global initiative focused on providing insights, intelligence and connections to help drive women’s health innovation — especially for those aged 40+. Femalytics is a FemAging Project initiative. 

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Topical HRT protects bone density in women with period loss – study

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Transdermal HRT best protects bone density in women with functional hypothalamic amenorrhoea, a condition that stops periods, a review of trials has found.

The meta-analysis pooled randomised clinical trials involving 692 participants and found transdermal hormone replacement therapy and teriparatide increased bone mineral density by between 2 and 13 per cent.

Functional hypothalamic amenorrhoea can follow anorexia or intense exercise. Bone mineral density measures bone strength and the amount of mineral in bone.

Around half of women with the condition have low bone mineral density, compared with about 1 per cent of healthy women, and their fracture risk is up to seven times higher.

The research was conducted by scientists at Imperial College London and Imperial College Healthcare NHS Trust.

Professor Alexander Comninos, senior author of the study and consultant endocrinologist at the trust, said: “Bone density is lost very rapidly in FHA and so addressing bone health early is very important to reduce the lifelong risk of fractures.

“Our study provides much needed comparisons of all the available treatments from all available studies.

“Clearly the best treatment is to restore normal menstrual cycles and therefore oestrogen levels through various psychological, nutritional or exercise interventions – but that is not always possible.

“The foundation for bone health is good calcium and vitamin D intake (through diet and/or supplements) but we have additional treatments that are more effective.”

When FHA is diagnosed, clinicians first try to restore periods through lifestyle measures, including psychological and dietary support, but these can fail. Guidelines then recommend giving oestrogen, though the best form was unclear.

The team reviewed all prior randomised trials comparing therapies, including oral and transdermal oestrogen, and also assessed teriparatide, a prescription bone-building drug used for severe osteoporosis.

They found no significant benefit for oral contraceptive pills or oral hormone therapy.

A recent UK audit reported that about a quarter of women with anorexia-related FHA are prescribed the oral contraceptive pill for bone loss; the study suggests using transdermal therapy instead.

Comninos said: “Our goal is simple: to help women receive the right treatment sooner and to protect their bone health in the long-term.

“We hope this study provides clinicians with better evidence to choose transdermal oestrogen when prescribing oestrogen and so inform future practice guidelines.

“Right now, millions of women with FHA may not be receiving the best treatments for their bone health.”

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AI cuts interval breast cancers in Swedish trial

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An AI tool cut interval breast cancers by 12 per cent in a Swedish screening trial of more than 105,000 women.

The study also found 27 per cent fewer aggressive breast cancers detected at screening when AI was used.

Interval cancers are cancers found between routine screening appointments because they were missed at the original scan. They are often more dangerous and linked to higher death rates than cancers found at screening.

The MASAI trial is described as the first large randomised study to test whether AI can improve mammography screening, which uses low-dose X-rays to examine breast tissue for signs of cancer.

The AI tool, called Transpara Detection and developed by ScreenPoint Medical, supported radiologists in analysing mammography images.

Earlier results from the same trial showed that Transpara Detection increased cancers found by 29 per cent and reduced radiologist workload by 44 per cent compared with standard double-reading, where two radiologists independently review each scan.

The latest findings indicate higher accuracy with AI support. Sensitivity, the ability to detect cancer, was 6.7 percentage points higher in the AI group while specificity, the ability to rule out healthy cases, was maintained. Results were similar across age groups and breast density levels.

Women screened with AI had 16 per cent fewer invasive interval cancers and 21 per cent fewer large interval cancers than those in the standard screening group.

The system also helps doctors assess risk more precisely by subdividing suspicious findings into BI-RADS 4 categories A, B and C. BI-RADS (Breast Imaging Reporting and Data System) is a standardised scale that guides whether a patient needs closer monitoring, further tests or treatment.

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WUKA and Royal Yachting Association partner to support women and girls in sailing

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WUKA has announced a groundbreaking partnership with the Royal Yachting Association (RYA), including RYA Scotland and RYA Northern Ireland, supporting women and girls in sailing.

Building on WUKA’s growing #TackleAnything campaign – which has already reached thousands of girls across sports in the UK – this collaboration brings practical period solutions into sailing.

Together, WUKA and the RYA are committed to breaking down barriers so periods never limit confidence, participation, or performance on the water.

Ruby Raut, WUKA founder & CEO, said: “Partnering with the RYA has been incredibly important for us at WUKA.

“Sailing is an amazing way for women and girls to build confidence, and periods shouldn’t hold anyone back from enjoying the water or reaching their full potential.

“Through this partnership and our #TackleAnything campaign, we’re proud to provide practical solutions and innovative products that help female sailors feel comfortable, confident, and free to focus on learning, performing, and having fun.

“Breaking down barriers and supporting women to tackle anything — on land, at sea, and everywhere in between – has never felt more meaningful.”

WUKA, which stands for Wake-Up Kick Ass, shares the RYA’s commitment to inclusivity and empowerment.

In 2023, WUKA launched #TackleAnything, a campaign supporting women, girls and sportspeople with periods. Since its launch, the initiative has reached 3,576 girls across 46 clubs and partnered with a range of sports across the UK – from Scottish Gymnastics to Titans wheelchair basketball – helping young athletes play without limits and stay confident, comfortable, and in the game.

The brand offers period-friendly aquatic apparel and practical solutions that help women train and compete with freedom of movement and total assurance.

Through this partnership, WUKA will provide innovative period swimwear for young sailors across key RYA programmes, including the NI Sailing Team, the RYA Scotland Performance Pathway Programme, and the British Sailing Pathways Talent Academies.

By combining WUKA’s mission to challenge stigma with the RYA’s commitment to inclusion, the partnership ensures young sailors can focus on what matters most – learning, performing, and enjoying their time on the water – with confidence and comfort. RYA members will also receive a 10 per cent discount on WUKA products.

Sailing offers incredible benefits for women and girls, but time on the water can present unique challenges -particularly during menstruation.

Together, WUKA and the RYA are providing practical solutions that remove these barriers, helping young sailors participate fully and confidently in the sport.

Sara Sutcliffe, RYA CEO, said: “At the RYA, we have been making strides to break down barriers for women of all ages to help ensure they can experience the water in a supportive and positive environment.

“From education workshops and practical sessions, we want to make sure our female sailors are empowered and this partnership is another great example of how we can demonstrate possible tools to equip them to succeed”.

This partnership is part of the RYA’s wider commitment to making sailing a sport where women and girls can thrive. Alongside initiatives such as the Female Futures Group, the Women’s Race Officials Programme and all new Talent Academy Female Future’s Camps; it demonstrates a continued focus on removing barriers and creating meaningful opportunities across every stage of the sailing.

WUKA’s involvement ensures that practical solutions are available on the water, from innovative period swimwear to support resources, helping young sailors feel fully equipped and confident during training and competition.

By integrating these tools into RYA programmes, WUKA brings a new level of comfort and assurance to female athletes, allowing them to focus entirely on performance, enjoyment, and growth in the sport.

For any women and girls looking to learn more about sailing, visit www.rya.org.uk.

For more information on WUKA visit www.wuka.co.uk.

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