Introduction

The integration of generative AI poses both promise and hurdles in the healthcare sector. Trust, a cornerstone of patient-provider relationships, emerges as a pivotal element in leveraging the potential of this technology. However, health organizations encounter distinctive obstacles in embracing generative AI, particularly in safeguarding sensitive data and ensuring accurate outcomes.

Navigating Consumer Trust in Generative AI

Healthcare entities grapple with the complex task of fostering trust in generative AI tools. The Deloitte Center for Health Solutions recently conducted a survey across 2,000 US citizens. This survey revealed consumer optimism towards gen AI’s capacity to reform healthcare accessibility and affordability. Moreover, 66% of respondents using gen AI for healthcare reasons foresee reduced healthcare wait times and individual expenses. Despite this optimism, the adoption of gen AI for health purposes stagnates due to escalating distrust in the information generated.

Challenges and Trends in Consumer Adoption

Consumer distrust in gen AI information exhibits a concerning rise across all age demographics, notably among millennials and baby boomers. The survey highlights a shift towards scepticism, with 30% of respondents citing lack of trust as a barrier to adoption. This trend underscores the pressing need for organisations to address transparency and reliability concerns.

Strategies to Enhance Consumer Confidence

To fortify trust in generative AI, healthcare organisations can implement the following few proactive recommendations:

1) Engage Clinicians as Change Agents

• Clinicians, trusted sources of health information, play a vital role in endorsing and educating consumers on the benefits of gen AI tools in healthcare.
• Healthcare organisations must secure clinician endorsement by addressing concerns like patient privacy and the impact on patient-physician relationships.
• Incorporating gen AI education in medical school curricula can enhance clinicians’ understanding, helping them address biases and promote equitable AI use among patients.

2) Transparency with Consumers

• Consumers desire clarity on how gen AI is used in healthcare decisions, treatment options, and support, with 80% seeking information on its application. Even for the consumers who currently do not use gen AI, 64% of them support their healthcare providers using it in delivery of their care.
• Healthcare organisations should develop transparent processes, regulatory programs, and patient protection initiatives to address consumer concerns and ensure data security.
• Implementing a transparent gen AI framework, emphasizing explainability and monitoring, can enhance consumer trust by providing clear explanations for AI-generated recommendations.

3) Enlist Community Partners as Advocates

• In addition to transparency, collaborating with credible community organisations such as health centers and faith-based groups can enhance consumer understanding and acceptance of gen AI.
• By aligning messaging with community partners, healthcare companies can effectively broaden consumer acceptance and knowledge of gen AI across diverse demographics.

Empowering Community Advocates for Gen AI

Collaborating with community partners stands out as a strategic approach to enhance consumer understanding and acceptance of generative AI. By aligning messaging with credible organisations, healthcare entities can bridge the gap between technology and consumer expectations, fostering a culture of trust and transparency.

Embracing the Future of Healthcare

The future of generative AI in healthcare hinges on the establishment and sustenance of consumer trust. Aligning gen AI with consumer values drives transformative healthcare outcomes amid technological advancements. By prioritising trust-building initiatives, generative AI can evolve into a trusted ally in superior healthcare delivery.