The rise of FemTech and AI
More than 50 million women worldwide use period or fertility tracking apps. Often based on algorithms, they promise personalized insights into women’s cycle and health. “But it’s still an algorithm, based on averages, patterns, and/or probabilities,” says Tamara Thuis assistant professor at the KIN Center for Digital Innovation. “What happens if your period and the experiences associated with it deviate from that ‘algorithmic’ standard? Or if your situation changes?”
The promise of accurate predictions sounds appealing. But many apps use AI as a marketing tool, without being transparent about where and how exactly it’s used. “As soon as you enter more data, they promise even better results,” adds postdoctoral researcher Maria Carmen Punzi. “But that data is intimate, sensitive, and not always well-protected.”
It's not just the technology that counts
Research of Thuis and Punzi focuses not only on the technology itself, but also on the organizations behind it. What do they say about the algorithm? What choices do they make in design and data storage? "It's not just about how well an algorithm performs, but also about the narrative surrounding it," says Thuis. "How are AI-driven functionalities presented? As something that can tell you what you're going to experience? Or as something that helps you understand what's happening in your body?"
The risks extend beyond privacy. Some apps provide push notifications for "deviations," use words like "abnormal" and "regular," and base their defaults on a limited profile of a healthy, white, heterosexual woman. Punzi: "Users who deviate from this in terms of background, lifestyle, or health are not properly included. This can cause confusion or even anxiety."
Collaborate with practice
Within the project, the researchers are collaborating with various partners, including Yoni.care, the Feminist Generative AI Lab at Delft University of Technology and Erasmus University Rotterdam, and 28X, a company that is developing a menstrual app based on ethical values. Thuis: "We're closely monitoring their development process. What does it mean in practice when you say: we want to do it responsibly?"
They're linking this practical knowledge to an analysis of existing apps and their public communications, from websites to app stores. "Based on these insights, we're developing two tools: on the one hand, guidelines and tools for organizations to make responsible design choices, particularly when ethical dilemmas arise surrounding AI in FemTech, and on the other, a decision tree for users to help them ask themselves the right questions when choosing and using an app. What ethical aspects should you consider as an organization? And as a user: what's important to you? What should you pay attention to?"
Support from the SIDN Fund
The SIDN Fonds is supporting this project under the Responsible AI in Practice call. Thanks to the grant, the researchers can combine their regular work with in-depth research into the societal impact of AI. "The fund allows us to dedicate time and attention to this," says Thuis. "The topic lies precisely at the intersection of technology, health, and societal values. And that aligns well with what the SIDN Fund stands for."
Mieke van Heesewijk, program manager at SIDN Fonds : "At SIDN Fonds, we believe it's important that technology is not only innovative but also responsible. FemTech touches on highly personal and sensitive data, and that's precisely why AI applications must be transparent, fair, and secure. With this research, we're contributing to guidelines and awareness, so both developers and users can trust technology that supports their health without losing sight of their rights and values."
Broad impact, even outside the bubble
The project aligns seamlessly with the SIDN's objective of working towards a stronger, more secure internet. "Our insights shouldn't just end up in academic papers," says Thuis. "We want them to reach developers, organizations, and women themselves. Not to say which app is right or wrong, but to raise awareness."
And that awareness is desperately needed. Although menstruation and fertility are often still considered taboo, a multi-billion dollar industry has sprung up around FemTech. "People often think: this is a women's issue," says Punzi. "But this technology affects us all. Partners, investors, developers—there are many male actors active in this sector. And they also bear responsibility."
