Did you catch Amazon Music’s recent masterclass in ad relevance? Shortly after the US Congress hearing on aliens, a digital billboard in Toronto declared: “TOM WAS RIGHT. Alexa, play ‘Aliens Exist’ by Blink 182.” Feeling this.

Today:

• AI-powered mental support for parenthood
• Hands-free access to ChatGPT with AR
• An autonomous AI coach for creators

Soula Care CEO and founder Natallia Miranchuk has over 15 years’ experience leading projects in maternity and parenthood care — collaborating with the likes of WHO and UNICEF to educate and support women in their pregnancies — and is also a certified doula and coach.

The best ideas are those closest to you: Despite her extensive experience and access to resources in the field, Natallia experienced postpartum depression (PPD) after her second child was born.

“It was only thanks to my best friend and her mother that I managed to come through,” Natallia remembers. “It took me more than a year to get back to normal. That’s why Soula is a very personal project for me, sharing love and empathy.”

24/7 help: : Miranchuk is far from alone. According to data from the NCBI (National Center for Biotechnology Information), “PPD occurs in about 6.5% to 20% of women,” and is more common in adolescent females, mothers who deliver premature infants, and women living in urban areas.

“This is how I came up with the idea of Soula,” says Miranchuk. “An AI-powered assistant in your pocket, available 24/7 to discuss your emotional state, provide up-to-date factual information from official sources, and guide you through the parenthood journey.”

An alt to $200/hr specialists: While the content section of the app will be placed under a partial paywall, the chatbot feature will always be free. “This is one of the major goals of Soula,” says its maker. “To make mental health support available to everyone 24/7.”

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