July, 2026.- One study showed that today’s leading AI models fail on approximately 60% of women’s health questions—partly because they are trained on medical data that has historically underrepresented women. Laine Bruzek, Co-Founder & CMO of Evvy, believes there are two costs of using AI in vaginal health. First, you risk being just plain wrong. Second, you cannot build a trusted brand on AI slop—especially not in vaginal health, which sits at the intersection of complex science, deep-rooted taboo, and the inextricable link between intimate health and whole-body health.
In this interview, Bruzek discusses how Evvy’s content strategy builds trust through clinical credibility and cultural relevance. If your job is education, you cannot ignore viral trends—they are fundamentally a signal of conversations people want to have. The key is to meet people where they are, treat them like they are smart, and bring them somewhere new. Evvy’s clinical credibility stays intact because everything they put out is scientifically and medically reviewed. But by taking these conversations seriously rather than scolding them, they keep their cultural credibility intact too—which in healthcare is rare enough to be a real advantage.
Bruzek also addresses how consumers are learning to detect AI-generated health content. There are syntactical giveaways that have been discussed at length and now are easy to spot: short, declarative sentences; “not X, but Y” framing; and many more. But beyond that, the next shift will elevate communicators who are able to be both compelling and brief. Excellent editing, unexpected metaphors, and sharp, quick humor will become differentiators because they are the hardest to fake. At Evvy, humor—especially relatable, risky humor around vaginal health—remains their hallmark. Bruzek has yet to see AI make a genuinely funny video about vaginal discharge and knows she never will.
On measuring trust, Bruzek notes that you can measure trust with one question: do they come back? At Evvy, they look at engagement across the whole platform: do they open emails, spend time with their results, tell a friend? One signal she watches closely is content engagement, because nobody spends real time reading health content from a brand they do not trust. More than half of Evvy’s blog posts show extremely high read times, and among returning users, blog engagement is nearly 90%.
1. AI Content and Trust Erosion: Brands are flooding channels with AI content to scale volume, but consumers are catching on. In the vaginal health category, where trust is already fragile, what’s the specific cost of using AI-generated health content, and how do you know when you’ve crossed the line?
There are two costs of using AI in vaginal health. First, you risk being just plain wrong. One study showed that today’s leading AI models fail on approximately 60% of women’s health questions — partly because they’re trained on medical data that has historically underrepresented women. Second, you can’t build a trusted brand on AI slop — and especially not in vaginal health, which sits at the intersection of complexities: complex science, deep-rooted taboo, and the inextricable link between intimate health and whole-body health.
2. The Viral Trend + Clinical Advice: You said your best-performing email campaign leaned into a viral trend but paired it with clinical advice. What’s the difference between riding a trend effectively and appearing opportunistic? How do you keep the clinical credibility intact?
If your job is education, you can’t ignore viral trends — they’re fundamentally a signal of conversations people want to have. The key is to meet people where they are, treat them like they’re smart, and bring them somewhere new. Our clinical credibility stays intact because everything we put out is scientifically and medically reviewed, but by taking these conversations seriously vs. scolding them, we keep our cultural credibility intact too — which in healthcare is rare enough to be a real advantage.
3. Consumers Detecting AI Health Content: Consumers are learning to detect AI-generated health content. What specific signals are they picking up on, and what does that shift mean for brands that rely on AI for their health content?
There are syntactical giveaways to AI generated content that have been discussed at length and now are easy to spot (short, declarative sentences; not X, but Y framing; and many more). But beyond that, the next shift will elevate communicators who are able to be both compelling and brief. It used to be that longform writing was the mark of effort and expertise; I think that effort will now go into brevity. Excellent editing, unexpected metaphors, and sharp, quick humor will become differentiators because they are the hardest to fake. At Evvy, humor (especially relatable, risky humor around vaginal health) will remain our hallmark — I have yet to see AI make a genuinely funny video about vaginal discharge and know I never will.
4. The Gender Health Gap: Marketing and content help Evvy close the gender health gap—not just the product. How does a content strategy that’s built on real doctors and clinical research address the historical dismissal of women’s health in a way that product features alone cannot?
Evvy’s science-backed content isn’t marketing around the product. It is the product. You can’t provide an excellent healthcare experience without nuanced, clinical content. A test result is just data until educational content tells you what it means, why it matters, and how to talk about it with your partner or your doctor. That’s the difference between handing someone a result and handing them the ability to advocate for themselves.
5. Trust as a Marketing Metric: You’re building trust through clinically backed content. How do you measure whether that trust is actually paying off? Are you seeing higher conversion, retention, or advocacy, and which metric tells you the trust is real?
You can measure trust with one question: do they come back? And I don’t just mean come back to purchase, though that’s certainly a strong signal. At Evvy, we look at engagement across the whole platform: do they open our emails, spend time with their results, tell a friend?
One signal I watch closely is content engagement, because nobody spends real time reading health content from a brand they don’t trust. I’m proud that more than half our blog posts show extremely high read times (60s+ of genuine reading), and among returning users, blog engagement is nearly 90%. That proves that women are choosing to keep learning from us, and that’s how I know the trust is real.
6. The Content Strategy That Builds Trust: Evvy’s content strategy is built around real doctors and clinical research. How do you balance the need for scale and speed with the rigor of clinical accuracy, and what would you do if a competitor outpaces you on volume?
Sheer content volume would never be our north star, especially in an AI world, and it’s not what women’s health is missing. We need educators who can contribute something original, nuanced, and genuinely evidence-based to overcome decades of missing research and misinformation — and I’m proud to work on a team of just those kinds of educators at Evvy.
