Story Highlight
- 79% of UK adults concerned about AI health information inaccuracies
- 68% say AI has influenced their health decisions
- 61% have used AI for health and wellbeing research
- 76% trust healthcare professionals over AI for conflicting advice
- Brands need to adapt to AI’s influence on consumer behaviour
Full Story
A recent study conducted by The Folk Group and Cardiff Business School has revealed significant concerns among UK adults regarding the reliability of AI-generated health information. The survey found that 79% of participants are worried about inaccuracies in the health information provided by AI, yet 68% acknowledged that such information has influenced their health-related decisions.
The research indicates a notable usage of AI in health inquiries, with over 60% of respondents stating they have sought AI for health and wellbeing information, and those who have used it expressed a strong likelihood of future use, averaging 84%. Despite this, 60% of participants reported difficulty in discerning trustworthy AI information, and nearly 18% admitted they do not verify AI health responses against other sources.
Most respondents reported using AI to understand symptoms (44%) and research conditions (42%), as well as seeking medication information (19%) and lifestyle advice (18%). The decisions influenced by AI often pertain to topics such as supplements, children’s health, medication, and women’s health.
Conducted in July 2026, the mixed-method study incorporated a survey of 103 adults in the UK, focus group discussions, interviews with various health organisations, and a review of 595,000 online health inquiries and AI-generated responses. While trust in healthcare professionals remains markedly higher than in AI—76% of participants trust professionals over AI when the two conflict—there appears to be less distinction when comparing AI to health brands. About 30% of respondents trust health brands more than AI, while 10% prefer AI, with an additional 26% expressing equal trust in both.
The research highlights that limited access to healthcare services is driving some consumers towards AI for quick information, as many feel the need to prepare extensively for medical appointments. However, this drive towards AI raises several concerns, including the potential for receiving incorrect, generic, or geographically unsuitable health advice, and putting additional pressure on healthcare providers who must deal with patient requests based on AI-generated information.
Professionals from health companies have noted that the role of AI in consumer health queries is evolving. Amish Mehta, director of AI and agentic commerce at Boots UK, stated, “The value of these platforms depends on the quality and reliability of the content that informs them.” Hoodi Rees, director of consumer at Bupa, emphasised the need for accurate and easy-to-understand health information, saying, “It’s important that it’s accurate, easy to understand and grounded in evidence.”
As health and wellbeing brands grapple with the implications of AI, Sharon Flaherty, CEO of The Folk Group, pointed out the urgency for brands to build authority and trust with consumers by prioritising credible, expert-led content and optimising their online presence for both AI and traditional search engines. The report cautions that failure to adapt to the quickening pace of consumer changes could significantly impact demand for health brands within the next year to two years.
Source: read the original report.
What this means for your site
The growing reliance on AI for health information presents significant risks that must be addressed by health and safety professionals. One key area where improvements could be made is enhancing the accuracy and reliability of the health information provided by AI systems. While organizations may contribute to AI resources, they should also focus on implementing rigorous quality control measures when using such platforms to ensure consumers receive trustworthy content. The overarching legislation that applies here is the Health and Safety at Work etc. Act 1974, which mandates that employers ensure the health and safety of employees and the public affected by their activities, including the information they disseminate.
Another relevant legislation is the Management of Health and Safety at Work Regulations 1999, which requires risk assessments to be conducted in relation to health information practices. To mitigate the risks surrounding AI-generated health information, businesses should take concrete steps such as providing clear disclaimers regarding the limitations of AI content and facilitating consumer access to verified health professionals for advice. This approach can help bridge the trust gap between AI and health professionals, enabling a safer environment for health decision-making.
