In this post:

• • The real reason I started using AI and automation (hint: it wasn’t to be trendy)

• • What AI handles in my business and what stays 100% human

• • The ethical boundaries I won’t cross, even when it would be faster

• • How to protect client privacy while still getting AI’s help

• • The surprising comments I get from clients about my “organized” business

• • A practical example of AI making my marketing actually work

Why I Started Using AI: It Wasn’t About Being Cutting Edge

I hate repetitive tasks. Not just dislike them, I genuinely hate them. And honestly, I’ve dropped enough balls to know I’m not built for that kind of work.

That’s what got me started with automation years ago, long before the current AI boom. I was using tools like Zapier and Pabbly to make systems talk to each other because I didn’t want to manually move data around. (See ball dropping above.) I didn’t want to be the weak link in my own business.

When AI tools became more accessible, I was curious but cautious. My biggest fear wasn’t that AI would “take over” or make my business robotic. I was worried it would fail at exactly the wrong moment, like when a client needed something time-sensitive.

Then I realized: everything can fail. Email servers go down. I forget things. My internet cuts out mid-appointment.

At some point, I stopped asking, ‘will this ever fail?’ and started asking, ‘how will I know when it does?’ Because let’s be real, everything fails eventually.

After the third time an automation quietly failed and I didn’t find out until days later, I realized the question wasn’t ‘will this ever fail?’ but ‘how do I catch it when it does?

That safety net changed everything.

What I Actually Use AI For

I use AI across multiple parts of my business. Not to replace my thinking, just to take care of the stuff that sucks up energy without giving much back.

Content and marketing:

• • Brainstorming blog post ideas and angles

• • Writing email subject lines (I write the email, AI suggests hooks)

• • Creating meta descriptions for SEO

• • Generating Pinterest titles and captions (three variations each, which used to take forever)

• • Crafting hooks and calls-to-action when I’m stuck

• • Asking “what am I missing?” before I publish something

Images:

• • Generating photos for blog posts and social media (because I don’t want to use images of my real clients) The image at the top of this post was made with FreePik.)

• • Creating graphics that match my brand

Business analytics:

• • Looking at intake form data to understand what questions clients actually have

• • Analyzing referral sources, turns out my feelings about which providers send me the most business weren’t matching reality

• • Identifying slow periods historically so I don’t panic when bookings dip

• • Helping me understand trends so I can do more of what works and less of what doesn’t

Research and strategy:

• • Social media trends and what’s resonating

• • SEO research for blog topics

• • Talking through business decisions when I need to think out loud

Here’s a concrete example: I had a blog post that was getting decent traffic but nobody was taking action. I couldn’t figure out why. I described the post to AI (not the actual content with any client info, just the general topic and my current CTA) and asked it to brainstorm better calls-to-action. The next time I shared that post with the new CTA, the response was noticeably better.

What I Don’t Use AI For

Contracts. Never. Contracts are too state-specific and legally complex. One mistake could be expensive or cause real harm. I work with a lawyer for contract review and updates.

Writing full content from scratch. This is a personal choice, not a rule. I’m a good writer and I enjoy writing, so I don’t need AI to draft my blog posts or client communications from scratch. Sometimes I’ll ask for a hook or CTA when I’m stuck, but the actual content is mine.

Here’s the thing, though: I know many doulas DO use AI this way, and that’s completely valid. If writing drains you or you struggle to get started, AI can be incredibly helpful, as long as you’re training it to sound like you. Give it parameters, examples of your voice, and your specific style guidelines. That’s what I love about it, AI can flex to fit whatever you need in the moment. What works for me might look totally different for you.

For me, writing is where I want to stay fully in control. For you, that might be something else entirely.

The Ethical Lines I Won’t Cross

Never Put Client Data Into AI Prompts

This is non-negotiable. It’s easy to accidentally drop a whole file or paste something with sensitive information. But it’s not necessary.

For example, if I wanted help understanding common themes in birth plans, I wouldn’t upload actual client birth plans. Instead, I’d take screenshots with identifying information cropped out, or I’d type out the general themes without specifics.

If I’m analyzing questions from intake forms, I pull out deidentified data, just the questions, not names, due dates, medical details, or anything that could identify someone.

It takes slightly longer. It’s worth it.

Always Disclose When Required

Many platforms (especially social media) now require disclosure when you upload AI-generated images. I follow those requirements.

If a client compliments something I created with AI assistance and asks about it directly, I’m honest about my process. I haven’t had anyone react negatively. Usually, they’re curious about how I did it.

Build in Failure Alerts

Every automation includes a “what if this breaks?” plan. I get notified when tasks fail so nothing falls through the cracks silently.

What AI and Automation Have Given Me Back

It’s hard to calculate the exact hours at this point because these systems have been running for so long. But the impact is clear:

Time with my family. I’m not constantly thinking “oh, so-and-so is 28 weeks and I need to send them this email.” It just happens. And if I’m worried it didn’t, I can check.

Mental space. I can actually be present with clients instead of mentally running through my task list.

Consistent client care. My automated workflows send check-ins timed to pregnancy milestones. These aren’t generic; they’re based on the real questions clients ask me on intake forms. That’s why people tell me the emails feel like I wrote them just for them, even though they’re automated. Clients reach back out to me because the information is relevant. Between these automated touchpoints, I can focus on individual, personalized communication that really matters.

Better business decisions. I’m not guessing about what’s working. The data tells me. For example, I thought Dr. M was my best referral source because I love working with their patients. Turns out Dr. B was sending more people my way who actually hired me. Now I can be strategic about my networking time while still maintaining the relationships I value.

Pinterest used to eat up hours. I wanted three titles and three captions for each pin. Now that I’ve written the core content and trained AI on my style, that process takes minutes instead of draining my afternoon.

Meta descriptions for SEO. These require precision I don’t care to think about. AI handles them.

What Clients Actually Notice

Clients don’t usually know the behind-the-scenes systems. But they comment on the results:

“You have such a well-run business.”

“I’m amazed at how much you get done.”

“You’re so organized.”

While they don’t know it, they’re commenting on AI and automation. They’re experiencing the benefits—timely information, easy access to resources, feeling cared for throughout their journey—without seeing the infrastructure that makes it possible.

That’s exactly what I want. The systems work quietly in the background so I can show up fully in the moments that matter.

The Distinction Between AI and Automation

When people think about AI, they usually picture ChatGPT writing content or creating images. But AI is broader than that.

The pregnancy milestone emails my clients receive? I wrote those once. The automation sends them at the right time with their name at the top. Certain features turn on or off depending on how each client is set up in my system.

Is that AI? Technically, yes. There’s intelligence in the system that knows when to send what to whom. But it’s not generating new content each time.

I think this distinction matters because “AI” has become a buzzword that makes people either overly excited or unnecessarily scared. What we’re really talking about is using smart systems to handle repeatable tasks so you can focus on the unrepeatable human moments.

If you want to dive deeper into building these kinds of automated workflows in your doula business, I walk through the exact process in Tech That Works While You Sleep: Smart Automation for the Modern Doula.

What I’m Working On Next

I’ve spent years figuring out how to use AI ethically and effectively in my doula business. I’ve made mistakes, built systems, torn them down and rebuilt them better.

Now I’m packaging what I’ve learned into something to help other doulas do this without the trial and error: the Doula AI Prompt Library.

It launches Black Friday, and it’s not about replacing your voice or automating away the meaningful parts of doula work. It’s about having ready-to-use prompts that handle the tasks draining you, so you have more energy for the work you actually signed up to do.

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The bottom line: AI and automation haven’t made my business less human. They’ve made it more sustainable, which means I can show up more fully human for the people who need me.

The technology works while I sleep. The care? That’s all me,