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Recently, Thorne, a leader in the supplement category, made waves with the quiet launch of its generative AI-powered wellness advisor chatbot, Taia.
Accessible from Thorne’s homepage, Taia encourages shoppers to ask questions related to health and wellness. Users can inquire about products and seek advice on various topics, including sleep, stress management, energy, digestion, and immunity.
“Maintaining wellness can often feel complicated,” said Nathan Price, PhD, Thorne’s chief science officer and author, who also co-directs the Buck Institute for Research on Aging. “Everyone experiences moments when they wonder, ‘How can I regain my health?’ Our goal with Taia was to offer clarity and guidance as individuals navigate their wellness journeys.”
Dr. Price highlighted common wellness issues such as digestive problems, itchy skin, and fatigue. Taia provides personalized insights and recommends supplements, lifestyle changes, and nutrition tips while also informing users about Thorne’s products and policies. This AI is trained on an extensive internal knowledge base supported by a team of researchers and doctors, as well as foundational health and wellness data. Additionally, it utilizes Thorne’s library of blog posts and studies to suggest further reading and general advice.
Founded in 1984, Thorne has over 300 products available via direct-to-consumer channels and leading retailers. In 2023, Thorne was acquired by the equity group L Catterton for approximately $680 million, having previously been publicly traded. In its last reported financial year, 2022, the company witnessed a 24% increase in sales, reaching $228 million.
What sets Thorne apart from many companies is its diverse product range, with no single hero product driving sales. According to Dr. Price, personalization is vital for conversion: “We aim to help people discover what will genuinely improve their health, which was a primary motivation for developing Taia.”
Developed over four years by an internal team using advanced AI models, Taia retains users’ conversations if they’re logged into their Thorne accounts, allowing it to remember past queries and recommendations and thereby enhancing its utility over time.
Consumer feedback on Taia has been positive overall, although some users express confusion regarding its capabilities. For instance, many mistakenly believe it functions as a customer service tool, only to be disappointed when it cannot track online orders or locate nearby retailers.
Similar to OpenAI’s recent launch of ChatGPT Health, Taia does not offer diagnosis or treatment options, distinguishing it from telehealth services such as Forward Health and Next Health. This limitation also helps avoid regulatory scrutiny from the FDA as a health device. “Navigating regulatory compliance has been a significant challenge while designing Taia, as it cannot provide medical advice,” Dr. Price explained.
Taia faces competition from health tracker platforms like Oura Ring’s Oura Advisor, Headspace’s Ebb, and ChatGPT Health, among others.
The launch of Taia coincided with a new Thorne study involving 3,000 consumers. Conducted by Censuswide in October of last year, the research revealed that 57% of participants were uncertain about which health products suited them best, while 67% expressed willingness to use a trusted tool to simplify their supplement choices and receive personalized recommendations.
Furthermore, nearly half of the respondents acknowledged that there is excessive conflicting information about supplements available online, and one-third found it challenging to interpret their health data.
Co-authoring the 2023 book “The Age of Scientific Wellness: Why the Future of Medicine Is Personalized, Predictive, Data-Rich, and in Your Hands,” Dr. Price has garnered praise from longevity expert Dr. Mark Hyman, who stated, “If you wish to grasp how the latest breakthroughs in genomics and AI can dramatically enhance your health, and learn practical tools to apply today, read this book!”
Dr. Price believes that the ongoing surge in data and generative AI will significantly improve health outcome predictability. He characterizes this health tech revolution as “ushering in a new era of freedom concerning health.”
He envisions a future where various chatbots are interconnected, enabling them to exchange information seamlessly, provide insights to healthcare professionals, and predict, and potentially prevent, a wide range of health issues. Currently, he is actively exploring ways to integrate Taia with other AI chatbots to ensure the brand remains relevant.
“The race is on to develop systems that can offer early warning signs for health issues, increase visibility into personal health data, and suggest actions that help individuals navigate the uncertainties of life,” he remarked.
However, he acknowledges that this new era may not appeal to everyone, stating that those who prioritize privacy over visibility might choose to opt out for now. “As a biohacker and optimist, I want to aggregate all my health data and obtain the best recommendations, which many people desire. Yet, there are also segments of the population who prefer isolation regarding their data. Both perspectives are valid and deserve respect.”
But will the market sustain a burgeoning number of wellness advisor chatbots, or will one dominate, causing others to fade away? “There are numerous possibilities for how this could unfold,” Dr. Price noted. “Ultimately, consumer choices will dictate what they appreciate, what they trust, and what they find most beneficial in their lives.”
Dr. Price conveyed that the rapid pace of AI technology means that today’s systems may seem outdated in just two years. “For companies like ours, there’s a strong incentive to incorporate AI into our offerings while also finding ways to share the knowledge we possess within other AI ecosystems,” he indicated. “We aim to remain agile in response to the evolving landscape.”
In conclusion, the introduction of Taia showcases how AI can revolutionize personal health and wellness guidance. With an emphasis on user-friendly interactions and a commitment to informed recommendations, Thorne is poised to redefine how consumers approach their health journeys in the digital age.
