Reimagining IVF: How Dr. Cristina Hickman Is Using AI to Reshape Fertility Care.
Photo Courtesy Of Quartz PR & Avenues
What if your fertility journey was guided not just by medical experience, but by the power of AI? At Avenues, the first fully AI-powered fertility clinic of its kind, Dr. Cristina Hickman is helping to redefine the future of IVF. In a field where outcomes can be unpredictable and the emotional stakes are high, she’s introducing a new standard, where precision tools powered by data meet deeply human care. The goal isn’t to replace doctors, but to augment clinical decision-making with technology that sees what the human eye can’t, and to bring greater clarity to a process too often shaped by trial, error, and chance.
It’s the culmination of a career that has quietly transformed fertility care across the globe. Over the past two decades, Cristina has built and advised on IVF laboratories in more than 20 countries, influencing the systems, standards, and technologies that underpin much of today’s reproductive medicine. Her work sits at the intersection of deep science and human need, bringing rigour and accountability to a space still catching up to the scientific complexity it demands. But her approach is never just technical, it is also deeply personal.
Her path into this world was far from conventional. Cristina trained originally in marine biology and oceanography, fascinated by the origins of life and the mathematics of prediction. That curiosity led her from studying ocean ecosystems to cellular identity, and eventually into embryology, where she trained using some of the same pioneering techniques that helped create Dolly the sheep. From there, her trajectory moved steadily through the overlapping worlds of molecular biology, lab design, and patient care.
Now based in London, Cristina is the founder of Avenues, a clinic designed from the ground up to combine the strengths of AI with the empathy of human connection. She is also a mother, a role that has profoundly shaped her perspective on fertility care. Through personal loss and lived experience, she brings a level of understanding that bridges science with emotional truth.
In this conversation, Cristina steps beyond the clinic to talk about the bigger picture: the promise and limits of AI, the urgency of more equitable care, and what it takes to build systems that honour both precision and humanity. You can feel her passion come through in every word, a clear reminder that, for all the innovation, this is still deeply human work.
By Alice Codford
Alice: How did your own journey and professional background lead you to reproductive health?
Cristina: My journey into reproductive health began in an unexpected place: the ocean. I studied oceanography and marine biology, captivated by the mathematics of prediction and the science behind how life begins. That early fascination led me into stem cell biology and molecular biology, where I explored how cells decide what they will become, how identity and potential are shaped at the most fundamental level.
I pursued a PhD focused on helping embryos adapt to stress, essentially learning how to coach life at the molecular level, at its earliest, most vulnerable stage. Along the way, I trained in ICSI on the very micromanipulator used to create Dolly the sheep, bringing together pioneering science and human possibility.
But what drove me most was the desire to make a difference in people’s lives. So I stepped out of the academic lab and into the IVF clinic, applying everything I had learned to help individuals and couples build families. It has been a constant thread through my career: turning deep science into real hope. Reproductive health is where cutting-edge science meets human longing, and for me, that is the most meaningful work I could do.
What inspired you to start Avenues?
Cristina: My journey into reproductive health started 25 years ago. Not just at the lab bench, but in quiet rooms with patients, listening to stories filled with hope, heartbreak, and incredible resilience. I have consulted with over 250 clinics across more than 20 countries, built 13 IVF labs, and helped develop many of the AI technologies now transforming fertility care.
But Avenues came from something deeper, the growing sense that what people were being offered simply was not good enough. I saw how often patients felt like numbers in a system: scanned, tested, and scheduled, with little space for their voice, their story, their humanity. I believed we could do better.
So I built Avenues as a new kind of clinic — the first fully AI-powered fertility space that still leads with heart. A place where cutting-edge science and radical empathy walk side by side. Where data helps us personalise every moment, but the care always feels human.
We designed Avenues to feel nothing like a traditional clinic. It feels like a safe space — warm, calm, and centred around you. Because fertility is not just a medical journey. It is deeply personal, and the experience matters just as much as the outcome.
Photo Courtesy Of Quartz PR & Avenues
Was there a defining moment when you realised technology, especially AI, could revolutionise fertility and women's health?
Cristina: I will never forget the moment — it happened at 35,000 feet. I was on a flight from London to São Paulo, sitting next to a professor of aeronautical engineering who was developing AI algorithms to predict how air particles move over aircraft wings. As he described the elegance of modelling airflow, I found myself explaining the challenges we faced in embryology — particularly with time-lapse imaging.
Each embryo generates around 2.4 billion data points, yet we were relying on just a handful to make life-altering decisions. Different embryologists would focus on different markers, leading to wildly inconsistent outcomes. Despite all our training, it was still deeply subjective. Somewhere over the Atlantic, our conversation turned into a spark of possibility. We wondered — could the same predictive models used in aerospace be adapted to understand embryo development? That moment marked the beginning of a collaboration, and the beginning of a whole new field. The very first project we did together, in a matter of moments, rendered five years of my prior research obsolete. Surprisingly, this was not upsetting, but incredibly exciting!
That was when I truly realised the power of AI — not just to assist, but to transform. To bring clarity to complexity. And to finally offer patients something better than guesswork: insight, precision, and hope. What began as a chance meeting with a stranger has now become a global movement — reshaping the future of reproductive health.
How has becoming a mother shaped your perspective on women's healthcare and your mission at Avenues?
Cristina: Growing up in Brazil with access to private healthcare, I was fortunate to see a gynaecologist even before puberty. That early exposure gave me something many people still do not have (but should!) — a clear understanding of my own fertility. I knew from a young age that my biological clock was ticking faster than most. If I wanted to become a mother without needing IVF or donor eggs, I had to act early. That knowledge allowed me to plan. I had my first child at 24. At 26, while working through an embryo transfer list — supporting patients in their own fertility journeys — I miscarried. I was trying to hold back tears while helping others conceive. That moment stays with me. I was lucky enough to conceive again shortly after.
Becoming a mother changed everything. I have felt the grief of loss, and I have known the indescribable joy of holding my children and watching them grow. Motherhood reshaped my values, my priorities, and my sense of purpose. It gave new depth to my life mission. My children are, without question, my life’s greatest achievement — they have given me a deeper sense of purpose, pride, and love than anything else ever could!
At Avenues, I want every person to have access to the same kind of information I had. To understand their fertility, to make informed choices, and to have the chance to experience parenthood if they choose to. Because becoming a parent does not just change your life — it redefines it. Everyone deserves the opportunity to feel that kind of joy.
Can you tell us about Avenues and what makes it different from traditional reproductive health clinics?
Cristina: Avenues is a new kind of reproductive care clinic, designed to feel completely different from the traditional fertility experience.
We are the only clinic in the world that uses artificial intelligence across every stage of the fertility journey. That includes assessing egg and sperm quality, predicting treatment outcomes, and helping select the embryo with the highest chance of success. But what truly sets us apart is how we bring together this technology with deeply personal care.
In many clinics, fertility treatment can feel cold, rushed, or overly medicalised. At Avenues, we have created something warmer and more empowering. The clinic is intentionally designed to feel welcoming and calm. You will find a cosy fireplace, oak-lined walls, natural light, and even tall ficus trees in the waiting room. Our nurses and team members are handpicked not just for their expertise, but for their compassion.
We give patients access to their own data, images, and embryo development in real time through our app. We take the time to explain your options clearly, and we personalise each step of the process based on your goals.
In short, Avenues is about combining the best of science with the best of human care. It’s precise, transparent, and truly patient-first.
Photo Courtesy Of Quartz PR & Avenues
What are some of the biggest challenges women face today in fertility and reproductive health, and how is Avenues addressing them?
Cristina: Women and men today face a complex set of challenges in fertility and reproductive health, many of which are still misunderstood, underestimated, or simply ignored.
Lack of early education and awareness: Most women and men do not get the chance to understand their own fertility until it is already compromised. Unlike other areas of health, we are not routinely taught how fertility changes over time or what our personal risk factors might be.
Delayed family planning without support: More women are choosing to have children later, but society and systems have not caught up. Egg freezing and fertility preservation are often out of reach — financially and logistically — and too many are left with fewer choices than they deserve.
Stigma and silence: Miscarriage, infertility, endometriosis, azoospermia, and early menopause are still surrounded by silence and shame. Women and men feel isolated in their experiences, often not taken seriously, or told to just “relax and try again.”
Fragmented, outdated care: Many fertility clinics still offer one-size-fits-all treatment, with limited transparency, little emotional support, and no real innovation in how care is delivered. Most remain outdated and resistant to innovation, blocking patients from accessing the life-changing benefits that modern technologies can offer.
At Avenues, we are addressing these challenges head-on:
We offer comprehensive fertility assessments early on, helping people understand their reproductive potential long before they need treatment.
Our AI-powered platform brings precision and personalisation to every patient journey — using data to make decisions more transparent, consistent, and effective.
We have created a space that feels safe, warm, and respectful, where emotional well-being is valued just as much as clinical success.
And most importantly, we centre the patient in everything we do — because reproductive care should be empowering, not overwhelming.
Fertility is not a luxury. It is a fundamental part of healthcare, and Avenues is here to change how that care is delivered for everyone.
“AI is not replacing human judgment — it is enhancing it, and that is changing the standard of what is possible in reproductive medicine.”
How does AI power the care at Avenues, and what kind of impact has that had on patient outcomes so far?
Cristina: At Avenues, AI isn’t a buzzword — it’s at the core of how we deliver smarter, more personalised fertility care.
We use AI at every stage of the journey. That starts with diagnosis. Our egg, sperm, and uterus assessments go far beyond what the human eye can see. For example, our Egg Intelligence tool predicts egg viability with 22% greater accuracy than traditional methods. AI also helps us identify subtle patterns in sperm quality and uterine health that would otherwise be missed.
In the lab, AI supports our embryologists in choosing the embryo with the highest chance of success, using computer vision trained on billions of embryo data points. This reduces guesswork and adds a layer of precision that has never been possible before.
The impact on outcomes has been remarkable. We have seen higher fertilisation rates, better blastocyst development, and stronger embryo quality — especially in patients who have had previous failed cycles elsewhere. And because we capture more data per patient than any other clinic in the world, we can continue learning and improving in real time.
AI has helped us personalise care more effectively, reduce failed cycles, and empower patients with clearer answers. It is not replacing human judgment — it is enhancing it, and that is changing the standard of what is possible in reproductive medicine.
Was there any scepticism or hesitation when you first introduced AI within the field of fertility, and how did you work to build trust and confidence in the technology?
Cristina: Yes, there was definitely scepticism — and rightly so. Fertility decisions are deeply personal and high-stakes, so introducing AI into this space required not just scientific rigour, but also a deep respect for the human context in which it would be used. AI is a medical device.
From the beginning, we were meticulous in validating every algorithm before bringing it into clinical practice. We had access to some of the largest fertility datasets in the world — from Spain, the UK, and the US — but quickly realised a critical limitation: the first versions of AI were affected by bias and were not generalisable. The models performed differently depending on the clinic, the patient population, and even clinical practices like cleavage-stage versus blastocyst transfers.
Much of the data was drawn from predominantly Caucasian populations, from incomplete and inaccurate datasets, and the variability in medical practice meant that what held true in one dataset could be dangerously misleading in another. It became clear: using AI without proper validation could lead to the wrong decisions. That was the moment I understood that AI must never replace human expertise — it must work alongside it, with full transparency.
Most clinics today still rely on “black box” algorithms like iDAScore — which provide a single output without any explanation of how or why a decision was made. But in medicine, especially fertility, that is not good enough. We needed AI systems that explain their reasoning in biological terms, so that embryologists can understand, question, and override when needed.
We also ran clinical trials where humans ignored AI recommendations entirely, defaulting to traditional embryo selection methods. In those cases, the AI's benefits never reached the patient. That taught us another key lesson: AI is only as powerful as the person using it. Training and education are essential.
There are real risks in AI — lack of diversity in datasets, generalisation errors, and unvalidated home-grown models being deployed clinically. That is why I have helped curate globally diverse datasets and, as the chair of the World AI Fertility Society and the American ASRM AI Fertility special interest group, I am working with colleagues around the world to set clear standards and safety protocols for AI in reproductive health.
These decisions are simply too important to get wrong. But when AI is developed responsibly, validated thoroughly, and paired with expert human care — it is transformative.
“Fertility is not a luxury. It is a fundamental part of healthcare, and Avenues is here to change how that care is delivered for everyone.”
What role do data and personalisation play in the support women receive at Avenues?
Cristina: At Avenues, data is not just a tool — it is a bridge to truly personalised care. Every patient is unique: biologically, emotionally, and socially. At Avenues, we are proud to capture the most comprehensive dataset per patient anywhere in the world — because every detail matters when it comes to personalising care and improving outcomes. By combining detailed clinical data with AI-driven insights, we can tailor each step of the journey to the individual — from diagnostics to embryo selection and treatment strategy. But beyond the numbers, personalisation also means listening, adapting to personal goals, and recognising that no two fertility journeys look the same. Our aim is to make patients feel seen, heard, and supported — scientifically and emotionally.
How do you balance innovation with the emotional and human side of fertility care?
Cristina: Innovation is powerful — but it must always serve the human experience. At Avenues, we use AI and advanced technology to reduce uncertainty, improve outcomes, and take the guesswork out of treatment. But we never let the science overshadow the soul. Fertility care is deeply emotional. We train our team to lead with empathy, to be present for every story, every tear, every moment of hope. Technology helps us be more precise — but compassion is what helps patients feel safe. We hold both equally.
Photo Courtesy Of Quartz PR & Avenues
What advice do you have for women navigating fertility challenges today?
Cristina: First: know that you are not alone. Fertility challenges can feel deeply isolating, but millions are walking this path — many quietly, carrying hopes and heartbreaks just like yours.
Second: empower yourself with knowledge. Get tested early, understand your fertility potential, set clear goals, and never be afraid to ask questions. The more you know, the more choices you have — and with choice comes control and the feeling of empowerment.
And finally: protect your emotional well-being. It is normal to feel grief, frustration, hope, and exhaustion — often all at once. Choose a care team that sees you as a whole person, not just a set of test results. A personalised plan grounded in your biology and your goals can transform uncertainty into confidence. Feeling empowered changes everything.
In your leadership role at Avenues, how do you maintain motivation and focus when faced with significant challenges?
Cristina: It never feels overwhelming — because we are crystal clear on where we are going. We expect challenges, especially when building something that has never been built before. We are not perfect, and we do not pretend to be. But through kaizen, we strive every day to get closer to perfection — always learning, always refining, always moving forward.
We draw joy from omotenashi — the deep fulfilment that comes from caring wholeheartedly for every individual who walks through our doors. And we feel a sense of purpose knowing that each step we take is part of something far greater: creating a global family of centres where science meets sincerity, and reproductive care feels truly human again.
We have faced resistance. We have been called delusional. But we are undeterred. Our mission is bold. Our vision is clear. Our values are non-negotiable. And that is what keeps us focused, resilient, and energised — every single day.
Looking ahead, what advancements in AI do you believe will have the biggest impact on reproductive health?
Cristina: We are entering a transformative era in reproductive health — where AI will help us shift from reactive treatment to intelligent prediction and prevention.
Continuous blood monitoring will provide real-time insights into hormone pulsatility and endocrine function — not just concentrations — allowing for earlier and more precise interventions. This will also make IVF stimulation monitoring more convenient for the patient: more data points with less physical visits, reducing the disruption IVF causes to our daily routine today.
We will discover new blood and genetic markers to assess fertility potential long before symptoms appear — even before puberty — enabling proactive and personalised care.
AI will help identify who genuinely needs IVF and who can benefit from simpler, more cost-effective pathways — reducing overtreatment and improving access.
Holotomography to assess intra cellular organelles, and cell lineage tracking will be game-changers. By imaging sperm, eggs, embryos, and endometrial cells in 3D without harming them, we can assess biological quality and function with far more precision. It will eventually replace expensive tests like sperm DNA fragmentation, sperm aneuploidy, and PGT-A — making high-quality diagnostics more accessible and affordable.
Endometrial assessment will become smarter, enabling better synchronisation of embryo transfer through more accurate, data-driven insights.
AI in robotics will improve precision and consistency in lab procedures, increasing success rates while lowering costs and improving patient experience.
We are expanding the amount of intrauterine data we can capture — using devices that generate new insights about the uterine environment to better personalise care.
Perhaps most importantly, AI will simplify complexity — turning billions of data points into clear, actionable insights about each person’s fertility journey.
At Avenues, we are not just watching this future unfold, we are building it.
“What drove me most was the desire to make a difference in people’s lives. So I stepped out of the academic lab and into the IVF clinic, applying everything I had learned to help individuals and couples build families.”
For other mothers or entrepreneurs looking to innovate in health tech, what lessons have you learned that you'd pass on?
Cristina: Do not wait for permission. If you see a gap — a need that is not being met — trust your instincts and build the solution. But do not do it alone. Surround yourself with people who challenge you, who bring strengths you do not have, and who help keep your vision both ambitious and grounded.
Innovation in health tech demands both bravery and humility. You need the courage to break what is not working — and the openness to rebuild it better, with others. You will encounter unfounded resistance: do not let it distract you, keep going.
And if you are balancing motherhood along the way, let go of guilt. Do not let it shape your decisions. Let purpose lead. Your children will grow up cradled in your love whilst seeing what it means to build with heart, conviction, and care.
For more information on Avenues, head to their website: avenues.life
