Generative AI isn’t changing everything for patients and providers—but it’s not leaving much unaffected, either

Generative AI is altering the way healthcare consumers size up hospitals, group practices and individual providers. But the comparison shopping would pose a challenge to healthcare organizations even if AI hadn’t entered the picture. 

That’s because Digital Age branding and marketing demand up-to-date directories, websites, social media accounts and apps. 

Press Ganey makes the point in a new report, “Consumer Experience in Healthcare.”

The public’s increasing reliance on AI and algorithms “only adds to this challenge,” the authors write. “If the information turns out to be inaccurate, consumer trust can be eroded, and many will continue their search.”

In compiling the report, Press Ganey analysts drew on insights from 6.5 million patient encounters plus findings from a national survey of healthcare consumers. The reports areas of focus include healthcare consumers’ present and changing attitudes toward AI. 

The authors’ insights include these six: 

1. Digital interactions, information and content are essential to everyday life—and the rise of generative AI is reshaping daily doings. 

Healthcare organizations are already exploring how GenAI technology can improve operations and the patient experience. 

‘At the same time, these organizations must consider how widespread access to GenAI is transforming consumer expectations and engagement.’ 

2. Tech companies like Apple and Google are continuing to integrate generative AI into their products as standard, accelerating widespread adoption. 

With generative AI—and especially Google’s AI Overviews—now central to search, all businesses must address the technology’s expanding influence on the consumer experience. 

‘Healthcare organizations are no exception.’ 

3. The large language models that sit behind generative AI tools collate information from across the web.

Meanwhile, AI-powered social media algorithms dictate the content delivered on widely used platforms like Facebook, Instagram, TikTok and X (formerly Twitter). 

‘Healthcare organizations will need to identify the sources AI pulls from and how these algorithms work to make sure they’re accurately represented in digital recommendations.’

4. As AI becomes embedded in the consumer experience, healthcare organizations must tread carefully to maintain trust. 

Transparency is key to addressing consumers’ various comfort levels with AI: 75% of consumers want a heads-up when AI is used in healthcare communications. 

‘If they feel misled in any way, trust will quickly begin to erode.’

5. Some consumers will continue to depend on more traditional channels to look for new providers. 

People over age 60, for example, are much less comfortable with AI than others: Only 28% of the 60+ population feel comfortable with AI, compared to 58% of 18–29-year-olds, 61% of 30–44-year-olds, and 47% of those between 45 and 60. 

‘Offering consumers multiple options for where and how to conduct provider research can significantly improve the healthcare journey for a wide swath of the population.’ 

6. Digital tools can help generate actionable insights faster with AI-driven summaries. 

What’s more, advanced technologies can streamline operational and administrative tasks, from responding to patient reviews to analyzing consumer sentiment behind their feedback. 

‘By shouldering these once time-consuming responsibilities, organizations free up their teams to get back to the human side of healthcare.’

“Healthcare stands at a crossroads,” the authors write. “Digitally savvy generations are redefining the consumer experience and expectations, prioritizing personalization and convenience.”

More: 

‘For provider organizations, success hinges on delivering the choice, accuracy and transparency that drives trust and loyalty for all.’

The full report is available for downloading.