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Brief Published: 11 Oct 2016

Hiro Baby: Personal Assistant App for Parents

Hiro Baby

Helping to navigate the tricky task of parenting, Hiro Baby is a new personal assistant app offering parents and caretakers support, advice, product recommendations and vital updates on babies’ developments.

The interactive messaging interface responds to text or voice commands and follows a human-assisted artificial intelligence (AI) approach to suggest responses to user requests, which a human expert then approves or rejects. 

Launched late last week, the app is free to download and is currently available for iOS on US iTunes. The free version sends users alerts for things such as when to childproof their home, or when to introduce their baby to new types of toys. There is also a paid subscription for $20 per month, which gives the option to connect directly with parenting experts, receive personalised product recommendations and get help with orders.

According to Hiro’s founders, four million babies are born in the US each year, and the percentage of families with both parents in full-time work has increased from 25% to 60% over the space of just one generation. Compounded by shrinking support networks (see Next-Gen Kin for more on evolving family dynamics), modern parents have to navigate a $50bn+ baby product market while juggling the responsibilities of work and managing their household.

"We want to change that by helping to bring greater work-life balance to stressed-out parents, and more quality time for families," said Hiro Baby chief executive and co-founder Philip Buckendorf.

For more on how parenthood is becoming a digital affair, see our Decoding Digital Parents report.