• by Les Luchter , Yesterday

Peanut, a community-building app for mothers, has launched an anti-AI campaign to promote a new AI-powered chatbot.

The campaign calls out AI leaders by name.

“ChatGPT has never taken a pregnancy test 8dpo [8 days past ovulation],” begins an Instagram carousel post. That’s followed by “Claude has never had 7 layers of skin, fat and tissue cut through and then been told to go home” and “Gemini has never navigated a 4 month sleep regression.”

The conclusion: “Mothers know best.”

“Other chatbots can search the internet, but they’ve never felt the first kick of their baby or been up at 3 a.m. with a sick child,” Peanut President Michelle Battersby explains to  Marketing Daily. “The moms on Peanut have, and Ask Peanut [the new chatbot’s name] channels that collective wisdom, making the community the true source of knowledge rather than the AI itself.”

Another carousel post states that “AI learned from a system that wasn’t built for women. So we built something that was…We’re not building AI to replace community. We’re building AI that makes community the source of truth." 

And a video post touts “AI built to support human connection, never replace it.”

The Instagram posts are getting more exposure through a paid boost spend.

While the campaign’s launch came just prior to Mother’s Day, Battersby says the app comes “in response to a 2,041%  increase [from Feb. 2025 to Feb. 2026] we saw in Peanut users bringing questions to their Peanut community to validate what AI is telling them. Peanut wants to be there to help navigate these moments.”

“As more women turn to AI for health and parenting guidance, the question of where human connection fits into that picture is only going to grow louder,” Battersby says, noting that Peanut is making an “ongoing commitment” to this messaging.

“We’ve always been about making motherhood feel less lonely and more supported,” Battersby says of the seven-year-old brand, “and Ask Peanut is a direct extension of that mission.”

While the social media posts aim “to drive meaningful adoption of Ask Peanut while establishing a clear and differentiated position in what is right now a very crowded AI landscape,” Battersby says “the volume and quality of conversations” happening through the chatbot are less important than “the feedback from our community. If moms are finding it useful and feeling more supported, that's the metric that matters most to us.

“In a world where technology is so black and white, Ask Peanut aims to lead with empathy.”