Wales Launches ‘Help me quit’: A New Generation, AI‑Enabled Stop Smoking App Built Around People

Today marks the national launch of Help Me Quit, Wales’ new stop smoking app, the first in a new generation of digital public health tools with artificial intelligence at the heart of its support engine, designed to meet people where they are and support them in ways that feel human, personal and accessible.

The app is the result of a close and committed collaboration between the Welsh Government team and ICE, bringing together public health leadership, lived experience, behavioural science and digital innovation to create a truly person‑centred stop smoking tool for Wales.

Speaking at launch, Stuart Jackson, Chief Executive and co-Founder of ICE, said: “Stop for Life represents a step change in how we support people to stop smoking. This isn’t about telling people what to do, it’s about walking alongside them, understanding their lives, and offering support that adapts to their needs.”

“What makes this launch so special is the collaboration behind it. The Welsh Government team and the ICE team have worked together with a shared ambition: to design something that genuinely works for real people, in real lives. This is co‑production in action.”

Designed Around People, Not Programmes

Hel me quit has been designed from the ground up to be person‑centred, recognising that there is no single ‘right’ way to stop smoking. At the core of the app is an AI‑enabled support engine that helps tailor guidance, encouragement and prompts around each individual’s journey, offering consistent, compassionate support rather than a one‑size‑fits‑all pathway.

The app is built to support diverse groups of people, reflecting the different circumstances, motivations and barriers people face when trying to quit. By adapting support rather than forcing people into rigid programmes, Stop for Life aims to reduce drop‑off and help more people stay engaged for longer.

Welsh‑First and Fully Bilingual

A central commitment of the project has been full Welsh language accessibility. Help for Life is available in Welsh and 

English, ensuring that people across Wales can access support in the language they are most comfortable using, not as an add‑on, but as an equal experience.

“Language matters. Feeling seen and understood matters,” Stewart Jackson added.
“Making Stop for Life fully bilingual was non‑negotiable. If we want to reduce health inequalities, we have to design services that people genuinely feel are for them.”

A Foundation for the Future

Hel me Quit is the first of a new generation of digital health tools being developed by ICE, with AI used not to replace human care, but to extend it, making support more responsive, scalable and humane.

“This launch is a milestone, but it’s also a starting point,” said Stuart Jackson.

“Together with the Welsh Government, we’ve created a strong foundation, one that we can continue to evolve, learn from, and improve as people use it and tell us what works for them.”

Check out the new app here: https://apps.apple.com/gb/app/helpa-fi-i-stopio-helpmequit/id6759058234

Want to know how we delivered this app? Get in touch today: https://icecreates.com/contact-us/