According to Deloitte Center for Health Solutions’ latest survey, “Building and maintaining health care consumers’ trust in generative AI,” establishing consumer trust is crucial for harnessing the full potential of generative AI in healthcare. The survey of 2,000+ US adults in March 2024 asked about their use of gen AI in health care. Results show that while consumers are optimistic about generative AI’s potential to improve healthcare access and affordability, distrust in AI-generated information remains a significant barrier.

Healthcare organizations face unique challenges with generative AI due to the sensitive nature of patient data and the critical impact on health outcomes. Compliance with regulations on privacy, data security, and ethics is essential. Despite optimism, consumer use of generative AI for health purposes has stagnated, with distrust in AI-produced information being a key issue.

To build trust, healthcare organizations should engage clinicians as change agents, ensure transparent communication with consumers, and collaborate with trusted community partners. Clinicians, highly trusted by patients, can educate them on the benefits and accurate use of generative AI in personalized care. Transparency about AI usage and data handling can alleviate consumer concerns, while partnerships with credible community organizations can enhance understanding and acceptance of AI technologies.

This article by Forbes also outlined a few strategies to building trust, which include:

• Transparency and Education: Clearly explain AI use in patient care and provide educational programs.
• Data Privacy and Security: Ensure AI compliance with data privacy regulations and give patients control over their data.
• Human Oversight: Maintain clinician involvement to review and validate AI-generated information.
• Building Relationships: Strengthen patient-provider connections and partner with trusted community organizations.
• Addressing Ethical Concerns: Use diverse datasets and adhere to ethical guidelines to ensure AI fairness and reliability.
• Continuous Improvement and Feedback: Seek patient feedback and regularly audit AI systems to improve performance.

The future of generative AI in healthcare is promising if consumer trust is established and maintained. By aligning AI technologies with consumer values and expectations, healthcare organizations can leverage generative AI as a transformative tool and a trusted ally in achieving better health outcomes and more affordable care.