U.S. consumers remain optimistic about the potential of generative artificial intelligence to address healthcare access and affordability challenges, the new 2024 Deloitte Center for Health Solutions consumer survey shows. But they still have some misgivings about AI tools.

WHY IT MATTERS

Despite a general sense of optimism, the public's use of genAI tools for health-related reasons has dipped a bit since the initial rush of interest that showed in the previous year's Deloitte study – with 37% of consumers using it in 2024 versus 40% in 2023. 

One of the most prominent reasons for the stagnant adoption, researchers find, is distrust in AI outputs, which the report shows increased 7% since last year.

To boost trust in genAI tools, healthcare organizations must align the technology with the values, expectations and trust of patients, Deloitte advises in the new report.

Of the more than 2,000 U.S. adults surveyed in March 2024 about their use of genAI, 66% think it could reduce extended wait times for doctor’s appointments and lower individual healthcare costs.

However, when asked why they’re not using genAI for health and wellness purposes, 30% of consumers said in this year's survey, “I don’t trust the information” compared to 23% in 2023, according to Deloitte's researchers.

While distrust in genAI outputs has increased across age demographics, the millennials and baby boomers' distrust rose 9% and 8%, respectively. Thirty percent of millennials said they did not trust health genAI information while 32% of baby boomers said that they didn't.

Behind a lack of trust, 30% of consumers said in the survey that they didn't need to look anything up, 29% said they do not know how to use genAI technology and 24% of respondents said they did not think genAI could help answer health-related questions.

Using free and available genAI tools, which may sometimes provide inaccurate health-and-wellness information, can diminish trust in the technology. 

To earn their trust and improve adoption, healthcare organizations can: 

• Engage clinicians as change agents. Because 74% of Deloitte's survey respondents viewed doctors as their most trusted healthcare information sources, clinicians could serve as key influencers, educating consumers about the potential advantages of provider-curated and monitored genAI tools, including faster and more accurate diagnoses and more personalized care, the researchers said.
• Be transparent with consumers. Of the survey respondents not currently using genAI themselves, 64% said they support their healthcare providers using it with assurance that their data is used responsibly and securely, according to Deloitte.
• Enlist community partners as advocates of the technology. The Deloitte researchers recommend that healthcare organizations leverage credible community organizations to address consumers' questions about genAI and to nurture its acceptance on a wider scale.

THE LARGER TREND

Earlier this year, Deloitte released a survey of 60 healthcare executives that provided a general outlook on the uptake of genAI technology and potential blind spots.

In the earlier study, researchers found healthcare leaders implementing and looking to scale genAI need more focus on governance, patient preferences and workforce needs.

"Generative AI can either deepen and restore trust or exacerbate mistrust and introduce new skepticism among consumers and healthcare stakeholders alike," they said, noting that governance is critical for ensuring the effective use and quality of data, mitigating bias and safeguarding privacy.

ON THE RECORD

"Implementing a genAI framework that emphasizes transparency, explainability, monitoring and assessment could significantly build consumer trust," said Deloitte researchers in a statement about the new report.

"For example, a clinical recommendation that has been generated with the assistance of GenAI may require a disclaimer stating that it was system-derived," they added. "Along with this, consumers should be provided with accessible data or explanations as to why that recommendation was made."

Andrea Fox is senior editor of Healthcare IT News.
Email: afox@himss.org
Healthcare IT News is a HIMSS Media publication.