Consumers are increasingly adopting generative artificial intelligence (GenAI) as a common tool for seeking health information, considering it more effective than traditional search engines. This trend reflects a significant shift in the way people access medical information, as many see AI as a convenient and personalized resource for discussing health topics that require specific questions and follow-up.
Be very careful with AI and health
However, the use of GenAI carries inherent risks. The irregular reliability of these tools increases the possibility of medical misinformation, which can lead to wrong decisions and a false sense of security among users. A recent study indicates that up to 25% of doctors have noticed that the information provided by GenAI often conflicts with their own medical advice, adding an additional level of concern about its use.
In light of this situation, it is suggested that doctors ask their patients about their use of AI tools to search for health information during consultations. At the same time, medical organizations must position themselves as the primary source of medical guidance. It is crucial that these institutions provide online resources that explain how information generated by AI may be outdated, incomplete, or incorrect, with the aim of educating patients on the proper use of these technologies.
With AI positioning itself as the new Dr. Google, the challenge for healthcare professionals and marketers will be to respond to this new era of information searching, ensuring that patients have access to well-founded and quality medical advice.