Across fertility clinics in Europe, artificial intelligence (AI) has sparked hopes that it could standardize processes and improve outcomes. In this case study we explore how AI has already started to disrupt practice in the fertility lab, review the evidence supporting it, and look at how regulators have responded to challenges. Whatever advantages AI will bring to the fertility sector, the real yardstick for patients and regulators is whether using algorithms increases live birth rates versus standard IVF or not. Yet, often predictive abilities are confused for clinical benefit.