How will AI disrupt healthcare consumer experience?
Remember when AI felt like a vision of a distant future? The stuff of science fiction, more fantasy than reality? That future is here. AI has taken the world by storm, capturing the public's imaginations and integrating seamlessly into the mainstream. As it becomes part of our daily lives, artificial intelligence is transforming industries, reshaping how we work, and pushing the limits of what we once thought possible.
In healthcare, we’ve seen the transformative power of this emerging technology unlock new levels of efficiency, decision-making, outcomes, and personalization. AI helps clinicians diagnose diseases faster and more accurately. It helps predict patients’ needs and tailor treatment plans. And it helps organizations optimize workflows and reduce administrative burdens, so employees can focus on the human side of healthcare.
But one area that’s remained relatively underexplored is its impact on the consumer experience (CX). You may be surprised to learn that more than a third of healthcare consumers are already using AI for healthcare. But for what purposes? And how can organizations leverage new behaviors and preferences to drive access, patient acquisition, and lasting loyalty?
Drawing upon data from 6.5M patient encounters and a nationwide consumer survey, we conducted a comprehensive analysis to answer these questions—and more. We discovered key trends in how patients engage with AI tools, and how these interactions shape their behaviors, expectations, and healthcare experiences.
AI’s breakthrough in healthcare: From hype to reality
Consumers now rely on digital tools to navigate healthcare, and generative AI is redefining what’s possible. From answering health questions to guiding care decisions, AI is rapidly becoming a trusted, go-to resource in the patient journey.
Large language models and social media algorithms now dictate how information is delivered and consumed. To ensure they’re accurately represented, healthcare organizations must understand how these systems source and present information. This is critical for maintaining visibility and trust in a digital-first world.
This shift is already well underway. 36% of consumers are using AI for healthcare-related purposes. Of those:
- 43% research medical conditions
- 42% explore treatment options
- 35% find healthcare providers
- 31% schedule appointments
Tech titans like Microsoft, OpenAI, Google, and Apple have pioneered the use of AI, integrating it into everyday tools and, as a result, accelerating adoption. Over half (53%) of consumers feel comfortable using AI for healthcare-related customer service questions. This shift underscores organizations' need to optimize their digital presence—especially as tools like Google’s AI Overviews reshape how information is delivered in search results.
Navigating consumer comfort with AI: Finding the sweet spot
As AI becomes more embedded in healthcare, organizations must strike a balance between innovation and accessibility. While many consumers embrace AI’s potential, others remain hesitant about its role in healthcare communication, marketing, and clinical documentation. To address and ease these concerns, transparency is key: 75% of consumers expect to be notified when AI is used in healthcare communications. Without clear disclosure, trust—i.e., the foundation of patient–provider relationships—could be jeopardized.
Adoption must also be inclusive. While tech-savvy digital natives are leading the charge—for example, 58% of adults age 18–29 feel comfortable with AI—only 28% of those over 60 share the same sentiment. To ensure no patient is left behind in this next, AI-driven phase of healthcare, organizations must provide diverse engagement options to meet the needs of all.
AI as a catalyst for insights and engagement
AI is more than an operational tool. It’s a strategic enabler for insights and consumer engagement.
Being able to predict patient needs, personalize communication, and optimize workflows helps create more meaningful interactions and improve patient outcomes. Several cutting-edge advancements will help organizations unlock the full potential of their data, enhance decision-making, and streamline patient interactions.
- Accelerated review responses: AI-powered tools like Press Ganey’s Answer Assist help organizations respond to patient reviews more efficiently, ensuring consistent and authentic communication.
- Enhanced provider visibility: Automated provider summaries generated by AI improve online listings and attract new patients.
- Streamlined feedback analysis: AI simplifies sentiment analysis and drafts feedback summaries, helping organizations quickly identify trends and take action.
Lighting the path forward: AI, CX, and the future of healthcare transformation
AI is already significantly influencing the healthcare consumer experience, and it’s poised to drive an unprecedented wave of transformation across the industry. But its adoption and applications must be deliberate and thoughtful. By prioritizing transparency, inclusivity, and a human-centric approach, healthcare organizations can harness AI’s potential while maintaining trust, promoting equity, and improving patient experiences across the continuum of care.
For more insights into our study on AI and its industry-wide impact, download our report: “Consumer experience in healthcare 2024.” Or reach out to a Press Ganey consumer experience expert to discuss your organization’s unique challenges, and how our technology can help drive lasting change.