"2025 could be the era of AI-powered parenting" says Essex innovation expert
NESTA is an innovation agency for social good - designing, testing and scaling new solutions to society's problems
We're hearing from an Essex innovation expert who predicts a large rise in the use of digital parenting apps this year.
Using AI, these apps can give stressed parents access to personalised, expert advice on demand.
In August 2024, parenting expert Becky Kennedy (Dr Becky) launched the Good Inside app.
As well as tailored daily tips, the app offers parents AI-generated advice on any situation they are faced with, from teething to tantrums.
The advice comes in the style and tone of Dr Becky, “the Millennial Parenting Whisperer”.
William Woodward, discovery and research lead at UK innovation agency, NESTA, tells Greatest Hits Radio "this app is an example of the next frontier in digital parenting support, giving stressed and anxious parents access to personalised, expert advice on demand, in a voice trusted by millions."
Bridging the digital divide?
Having a virtual Dr Becky in your pocket comes at a cost of £265 per year, so some options are certainly not financially viable for all families.
Other apps are free to use or have free versions, including EasyPeasy, Baby Buddy and Dewey, but without effective signposting, many parents will be unaware that these apps exist.
NESTA raises concerns that AI-driven parenting apps could widen the gap in early childhood development between poorer children and their peers.
Previous research notes that uptake of pregnancy apps is lower among women with a lower income, or whose first language is not the same as the app language.
William explains the role of "signposting" and the importance of local authorities helping parents navigate the apps that will tailor to their needs.
"One of the key challenges will be how local services help direct parents to the best option for them - the most economical options for more economically disadvantaged families for example.
"It’s essential that local early years services such as midwives, health visitors, toddler groups and children’s centres play a role in helping economically disadvantaged parents to access the highest quality digital tools available to them.
"But you're seeing this trend going in this direction and it's one of a few promising examples of how AI might start benefitting people on a bigger scale and in our daily lives too" says William.
Other UK-based parenting apps like Baby Buddy and Easy Peasy use trusted sources to provide tailored advice to parents.
Tantrum AI even allows parents to record their child’s tantrums and provides instant recommendations for how to act.
"Think Shazam, but for hissy fits" says William.
Parenting apps can help address common barriers that parents face in accessing trusted advice including: stigma; being too busy to get in-person support; or not feeling like advice is relevant, explains NESTA.
"Now that 98% of parents in the UK with children under three have a smartphone and internet access with WiFi, the infrastructure is there for digital parenting support to be delivered in an efficient and cost-effective manner" explains NESTA.
The need for more evidence
NESTA explains in their research: "It is still unclear whether these apps will have measurable positive effects on children’s development."
"Digital parenting support is still a relatively nascent market, and it deserves much greater attention from UK researchers and policymakers as it has such strong potential to deliver high-quality advice directly to caregivers at very low cost.
"These new AI-powered tools showcase the untapped potential of digital parenting support.
"These technology-driven solutions will play a role in narrowing inequalities in 2025 rather than widening them, if we design them hand-in-hand with parents from lower income backgrounds, remove barriers of cost and enlist the help of local service providers to make sure parents know they are there."