Oura Launches First Proprietary AI Model for Women’s Health Insights
Poolside, Canva, Cursor, and Magic are already doing it, and now the Finnish smart ring manufacturer has done it too: Oura announced its first proprietary AI model on Tuesday. The model is designed to enable the AI chatbot Oura Advisor to deliver personalized insights into women’s health. According to the company, the system supports questions across the entire spectrum of reproductive health, from early menstrual cycles to menopause.
The new model will be rolled out via Oura Labs, an experimental platform within the Oura app that users can actively opt into. Participation is optional and can be ended at any time. Oura Labs serves as a testing environment where new features are evaluated and improved through user feedback before potentially being integrated into the main app.
Clinical Foundation and Functionality
According to Oura, the model is based on established medical standards, research findings, and knowledge sources reviewed by the company’s in-house team of certified clinicians and women’s health experts. Additionally, it integrates biometric signals and long-term trends to deliver personalized recommendations.
When a user asks the Oura Advisor a question about women’s health, the system draws on its curated research and knowledge sources while simultaneously analyzing relevant biometric signals. These include data on sleep, activity, cycle, pregnancy, and stress.
“Women’s health is too complex and too often overlooked to rely on one-size-fits-all solutions,” said Dr. Ricky Bloomfield, Chief Medical Officer at Oura. “By developing a model specifically for women and grounding it in trustworthy clinical science and real biometric data, we’re setting the standard for how responsible intelligence should be built.”
Data Privacy and Infrastructure
Oura emphasizes that the model is built on a privacy-first foundation. It is hosted entirely on servers controlled by Oura. The company assures that conversations are neither shared nor sold. Development was conducted in collaboration with webAI, a company specializing in privacy-friendly AI architectures.
Users can view and delete all stored “Memories” in the app settings at any time. These Memories are information that the Advisor stores based on Oura data and conversations to provide personalized tips. The fact that the AI model is proprietary also means that Oura does not rely on LLMs from Anthropic or OpenAI, but rather can draw on its own foundation model. As mentioned, other major tech unicorns like Cursor and Canva have also launched in-house AI models.
Background and Market Positioning
The launch of the women’s health model comes at a time when more and more people are turning to AI chatbots for health advice. A 2025 survey found that nearly eight out of ten Americans search online for health symptoms or diseases, with nearly two-thirds of them seeing AI-generated answers in their search results.
For Oura, focusing on women’s health is also strategically relevant. Dorothy Kilroy, Chief Commercial Officer of the company, told TechCrunch in October 2024 that the fastest-growing user segment is no longer fitness enthusiasts, but women in their early twenties.
Technical Details
The new model represents Oura’s first proprietary large language model and builds on the existing combination of generative AI, health algorithms, and biometric tracking. It was specifically tuned to be non-dismissive, reassuring, and emotionally supportive.
Oura was founded in Finland in 2013 and has its EU headquarters in Oulu and its US headquarters in San Francisco. The company was most recently valued at approximately 11 billion US dollars, making it the world’s most valuable independent wearable company.
