Will AI Replace Doulas? How to Stay Relevant in the Age of AI

22 hours ago

5 min read

The birth doula is ancient work. Even before we had a name for it, women have been attending women in childbirth since the beginning of humanity. It was only in the late 1960's that the word "doula" was coined by Dr. Dana Raphael, a medical anthropologist. It was another decade or more before the doula had an official scope of practice as a non-clinical support person who provides physical support, emotional support and information to families during pregnancy, birth and postpartum.

How are pregnant women using AI?

As a doula, providing information is a huge part of our job. We have historically helped clients navigate the benefits and risks or interventions, make birth plans and navigate decisions on the spot as situations arise in birth. It is not a surprise that women are using AI to ask questions about epidurals, inductions or even to make the birth plan. These chatbots even come into the hospital on the phone.

The idea that artificial intelligence could offer emotional support might seem strange, but the research tells us that people are already turning to it for exactly that.

A 2026 Pew Research Center survey found that 20% of American adults aged 18–29 had used AI chatbots for emotional support or advice. Canadian research found that more than one in four adults under 35 had used AI-enabled mental health tools.

Successful businesses pivot to adapt to changing cultural trends. Doulas absolutely continue to have value. Staying relevant at this time means highlighting the role we play that isn't replaceable and considering additional skills or offerings that are beneficial to our clients.

Doulas provide nervous system co-regulation

One valuable asset that a doula has that ChatGPT will never have, is a nervous system. Our nervous system is naturally designed to interact with another person's nervous system. Co-regulation happens when we unconsciously pick up on the facial expressions, tone of voice, breathing, touch, and physical presence of another person for cues of safety. When a mother is feeling confused, uncertain or scared, the calm presence of a doula is invaluable.

Doulas can offer modalities like massage, reflexology or Reiki

The value of skilled physical touch or energy healing during pregnancy, birth and postpartum can not be overstated. A doula can locate tension in the body and soften it. We know how to locate acupressure or reflexology points to help promote a parasympathetic state, endocrine gland support, to help promote optimal fetal position or cessate nausea. An experienced and confident practitioner continues to be an amazing asset in the birth suite.

Doulas provide human connection and a shared journey

The bond between a doula and her client is something only humans can share with each other. Most of my doula clients over the years have been infertility clients first. I've been there with them through the ups and the many downs of difficult journeys. Our bond increases oxytocin, the love hormone, which is also the dominant hormone needed for a positive birth experience and newborn bonding. An AI chatbot cannot love our clients through their journeys. Only human connection can provide that. And there is something uniquely special about a female bond during these seasons of life as well.

How to be a busy doula during these changing times?

Some of these profoundly significant benefits I've mentioned above, can easily go unnnoticed or be taken for granted. Doulas who may have previously really focused their marketing and content around education about options, benefits and risks and birth plans may do well to shift their focus to co-regulation, nervous systems, hormones and the benefits of human connection.

Here are some suggestions to help grow your birth doula business

Offer reflexology sessions. Reflexology not only gives us a technique that meets more of the needs of our clients, but one hour sessions provide a small, low commitment way to build the early relationship that can evolve into a bigger doula package.

Offer infertility support. Fertility reflexology and Reiki sessions offer amazing benefits to women who are experiencing difficult conception journeys. When clients become pregnant, they have already have a deep relationship with a doula and an appreciation for the modalities that continue to promote health and wellness through the next stages of the reproductive journey. Offer prenatal relaxation sessions. Reflexology, Reiki, hypnosis and/or prenatal relaxation massage combined with education about the nervous system and it's role in healthy pregnancy and positive birth outcomes creates a demand for a need most women may not know they already have.

These additional skills give families more opportunities to experience the value of your presence before they ever enter the birth suite. And in a world where information and advice are increasingly available at our fingertips, it's the experience of being genuinely cared for that may become our greatest asset.

Where can doulas learn new valuable skills to continue to grow their doula business?

By the Moon offers courses and mentorship to help doulas and aspiring doulas offer value to clients beyond the conventional doula training. Learn more about any of our programs by clicking the links below or request a tea and chat to sit down one on one with a veteran doula and trainer.

Online Foot and Hand Reflexology training

Start our full reflexology certification course now and gain instant access to all reflexology curriculum as soon as you register. We have in person training options as well as opportunities to connect with members of our training team and other students for study groups, online student check-ins and lots of optional seminars. Our self paced Fertility & Maternity Reflexology training is perfect for doulas who want to specialize in infertility support and how to specifically use reflexology during pregnancy, birth and postpartum. For doulas who are new to energy healing, By the Moon offers all levels of Reiki training. Holy Fire III, Usui Reiki 1 and 2 training combined with our Fertility & Maternity Reiki training course will take the way you think about your work with doula clients to a completely new level. Gain understanding of the emotional and metaphysical side of common reproductive and pregnancy conditions, a deeper dive into grief and pregnancy and infant loss support, mother wounds, inner child healing, the feminine and masculine energy and more. Our previous content about the nervous system can provide insight and inspiration into a role you may not have fully understood that you already offer. Bookmark your favourite articles to share as resources with your potential future or current clients or use these as inspiration for your own content. We love a link back if appropriate.