Momfluencers market AI chatbots as parenting tools to reduce household mental load, positioning them as alternatives to human partners in family management.

Lilian Schmidt, a brand consultant from Zurich, used ChatGPT to help her 3.5-year-old daughter fall asleep after conventional methods failed. She posted a TikTok video in June 2025 with the caption 'I Turned ChatGPT into my coparent,' which went viral and grew her follower count to 27,000 in just three weeks. She created a custom GPT called Coparent and sells access to it for $37 on her website.

A growing cohort of women—including Sarah Dooley (founder of the AI-Empowered Mom brand) and Stephanie Leblanc-Godfrey (founder of Mother AI)—are framing generative AI as a tool to delegate household tasks and reduce the invisible labor mothers carry, such as meal prep, grocery-shopping, and childcare planning.

Women are more than 20 percent less likely to use generative AI in their everyday lives than men are, a gap some attribute to 'mom guilt'—viewing dependence on AI as 'cheating.' High-profile figures like Mel Robbins (who announced a partnership with Microsoft Copilot) and Reese Witherspoon have positioned AI adoption as women's empowerment, though critics describe this framing as 'girlbossification of AI.'

A 2022 Department of Labor survey found that employed mothers spend an extra 13.5 hours per week doing chores and an average of 12.5 hours per week on childcare—a 40 percent increase from 1975.