Insight
Trend watch: The rise of the intimacy economy

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

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

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

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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