Seven leading women's health brands back Clara, Rescripted's new AI model

Will reach up to 20 million women a month as online searches plagued by censorship, conflicting advice and bias.

Image: Rescripted

Seven leading consumer brands in women’s health have announced that they are lining up behind a single new initiative: Clara, a new AI model launched by the platform Rescripted and built exclusively on the group’s proprietary women’s health data.

Founding partners span areas including mental health, menopause, nutrition and fertility and include the brands Brightside, Midi Health, Needed, Gaia, Teal Health, Proov and MyReceptiva. They will each contribute their expert, evidence-based content to the free platform which will be available to the estimated 20 million women Rescripted reaches each month.

Right now, women searching online for health answers face a landscape of censorship, conflicting advice, and content not designed with their needs in mind. Social platforms routinely block, bury, or ban women’s health content. And while generative AI tools like Chat GPT are rising in popularity, without expert women’s health training they risk repeating the same gaps and biases that have long existed in healthare.

Clara is intended to change that by offering evidence-based, women’s health–specific guidance, while signposting when professional care is needed. The tool functions as a Q&A box where women can ask health-related questions and surface answers from Rescripted’s medically reviewed content and partner resources - with sources clearly cited in every response.

“Clara was designed to give women something they’ve long been denied online: clarity, compassion, and trustworthy answers,” says Abby Mercado, co-founder and CEO of Rescripted.

“By amplifying science-backed voices and making them freely accessible, we’re giving brands a platform to be heard and women a clear, trusted path to the answers they’ve been looking for.”

Accurate, current and science-backed

Unlike general-purpose AI models that can hallucinate or mix reliable information with unverified sources, Clara draws only from Rescripted’s medically and scientifically reviewed content and from materials provided by vetted brand partners.

“Our articles are reviewed by our expert bench, and our writers consistently reference clinical studies,” Mercado explains.

“We maintain a steady cadence of updates to ensure our library reflects the latest science. Clara automatically reflects these updates, so her responses remain accurate, current, and science-backed.”

That updating process is critical, given how quickly guidelines and research evolve in fields such as perimenopause, fertility, and preventive care.

And in addition:

“[Clara] also knows her limits. The best thing about Clara is that when she doesn’t know, she says it. She won’t provide answers without citations,” continues Abby.

Meeting unmet needs

The data sources behind Clara have been chosen with an eye to breadth: my test queries on chest pain immediately suggested I contact a medical professional, while an ask on menopause symptoms pulled up a range of informational articles and suggestions for hormone tests as well as signposting to medical professionals. It’s this ability to combine practical signposting with educational content which Rescripted hopes will build both trust and utility.

And Abby hopes this is a starting point for more too, as Rescripted aims to create new content in partnership with experts and brands as and when it’s needed:

“Clara is built exclusively on Rescripted’s content and the content of our launch partners,” she says.

“We selected these partners intentionally to represent women’s needs across her reproductive lifecycle. Each women’s health brand brings something unique.

“Looking ahead, we plan to fill in gaps we know our community is searching for, such as PCOS and fitness.”

Guardrails against misuse

The launch comes at a time when consumer use of LLMs for health has produced some alarming outcomes — from benign misunderstandings to serious health incidents.

Abby says Rescripted is acutely aware of the risks.

“We take this responsibility seriously. From the very first interaction, Clara makes it clear that she is not a substitute for professional medical advice, diagnosis, or treatment,” she explains.

“A prominent tooltip on the interface reminds users of this, and an additional disclaimer is shown after each query. Our goal is to educate and empower women with trustworthy, science-backed information, while also reinforcing that direct medical care should always be sought when needed.”

Why it matters

Rescripted was founded in 2021 as a media platform and already reaches around 20 million women each month. Clara takes that reach into a new space, offering free, consumer-facing access to curated health information at scale. For brands, the platform also provides real-time insights into what women are searching for, highlighting gaps in care, while connecting them with those consumers too at the point of need.

For women, the promise is clear, contextualised information that doesn’t leave them stuck in a loop of misinformation, censorship, or commercial upselling.

Abby’s co-founder and Chief Creative Officer Kristyn Hodgdon highlights this:

“Too often, when a woman goes looking for answers about her body, what she finds is confusing, fear-based, or just plain wrong.

“Clara was designed as a response to that – and by making the tool available to anyone, anywhere, for free, we’re giving women a clearer, kinder, and more human way to get the answers they deserve.”

The collaboration signal

On the surface, Clara could be dismissed as a slick PR play. But the coalition behind it is unusual: seven women’s health startups agreeing to pool content and share reputational risk, data, and visibility. That in itself is notable in a sector still often fragmented into silos. The guardrails matter too — clear citations, frequent updates, and an “I don’t know” when limits are reached — all of which directly address concerns about bias and safety in consumer AI.

Yes, it’s also smart brand positioning and a data strategy. But if collaboration of this kind raises standards, improves access, and centres women in the data, then it’s a marketing move that deserves airtime. And if Clara becomes the model for how AI underpins women’s health going forward, then the safeguards may prove as important as the innovation itself.