Consumers Believe Generative AI May Make Healthcare More Affordable

New data from Deloitte’s 2023 Health Care Consumer Survey indicate that health is a major driver of generative artificial intelligence (AI) use among consumers, many of whom expressed optimism at the technology’s potential to transform healthcare.

These insights, captured via a nationally representative survey of 2,014 adults in the United States conducted by Deloitte's Center for Health Solutions, highlight consumers’ concerns about the impacts of rising costs, inflation, and high interest rates on healthcare access and affordability.

The survey found that only 48 percent of consumers reported leveraging generative AI, while 84 percent stated that they had heard of the technology.

However, health was one of the top reasons that respondents cited when asked why they use the technology.

Those who have used generative AI tools for health-related inquiries further indicated that they use them for a variety of queries. Approximately 19 percent reported using generative AI to learn about medical conditions; 16 percent to understand treatment options; 15 percent to decipher technical language; and 15 percent to improve their well-being.

Of these users, 69 percent rated the information provided by generative AI as either very reliable or extremely reliable.

Those who have used generative AI for health and wellness were also the most optimistic when asked about the technology’s healthcare potential. Over 70 percent of these respondents indicated that they believe these tools could revolutionize healthcare delivery, compared to 50 percent of consumers who reported not using generative AI.

"At a time when health care costs are a growing concern for many consumers, our survey shows that they believe Generative AI may be the key to reducing costs, improving access, and leveraging it to improve their well-being,” said Asif Dhar, MD, vice chair and US life sciences and health care industry leader at Deloitte LLP, in the press release. “Hearing from consumers gives us valuable insights into areas of key concern to adopt this technology across health care. Their perspectives can help us define a roadmap for adoption and industry role out that both helps to protect consumers and supports providers, payers and innovators to develop solutions that can drive optimal outcomes."

Despite consumers’ optimism around generative AI, those surveyed believe that transparency around the technology’s use is crucial.

Respondents were largely comfortable with clinicians using generative AI to provide information about medical conditions—such as treatment options—and for reviewing lab results, but were less comfortable with the idea of a healthcare provider using the technology for care decisions, such as diagnosis, triage, and nature of treatment.

Four out of five consumers surveyed indicated that they believe it is either important or extremely important that clinicians let them know when generative AI is being used in their care.

"Generative AI is an important evolution in the digital transformation journey that life sciences and health care companies are currently navigating. While it offers tremendous possibility for improving health experiences, access, and even growing the bottom line, organizations should prioritize governance and building a trustworthy framework that can not only be maintained but sustained to truly deliver on the future of health,” said Bill Fera, MD, principal at Deloitte Consulting LLP.

The survey also showed that uninsured individuals were more likely to use generative AI to help them access healthcare than their insured counterparts, according to a Deloitte blog post discussing the findings.

Respondents who lacked health insurance coverage were significantly more likely to use the technology for inquiries related to mental health support, finding a doctor, or identifying the most appropriate care site.

Uninsured respondents also appeared to be more comfortable sharing their health information with generative AI tools, and these individuals were more likely to rely on the tools if the information provided was developed with input from diverse communities.

The blog post noted that these insights may highlight generative AI’s potential to help address healthcare affordability, but only 33 percent of uninsured respondents indicated that they found the technology’s information helpful, compared to 51 percent of insured respondents.

The survey concluded that healthcare organizations and life sciences companies should attempt to harness consumers’ optimism around generative AI to transform patient experience, outcomes, and operational efficiencies.