The data: Nearly five times as many consumers believe AI will worsen the doctor-patient relationship (47%) as improve it (10%), according to a new Pew Research Center survey of nearly 3,500 US adults conducted in June. Another 21% said AI won’t make the relationship better or worse, and 22% weren’t sure.

Why it matters: The pessimism could reflect broader fears of AI eroding human connection, Pew suggested, though it didn’t ask what consumers specifically expect to worsen it. In healthcare, these concerns may emerge as more providers roll out AI tools to answer patient questions. Consumers might appreciate the improved access but also see the tools as another barrier to speaking directly with their doctors.

Patients may also worry that doctors will defer to AI-driven treatment recommendations. While most physicians want to use AI to support their work rather than replace clinical judgment, many patients likely lack a clear understanding of AI’s role in medical decisions. In Pew’s survey, 41% were uncomfortable with AI being used for diagnosis, even with human review.

Privacy and confidentiality are additional concerns. In Pew’s survey, 51% said AI will worsen the security of patients’ personal health information, versus just 8% who expect improvements. This gap suggests consumers are uneasy about providers using AI to process sensitive medical data, particularly if they don’t understand how it’s used or protected.

Implications for healthcare providers and marketers: Consumer pessimism about AI’s impact on the doctor-patient relationship could ease if providers are more transparent about how they use AI in medical care and give patients more input where possible. Most consumers want providers to disclose AI use, particularly for higher-stakes tasks like analyzing scans, but also for taking appointment notes and scheduling visits, per Pew. Yet transparency remains inconsistent, with some health systems even facing lawsuits over allegedly using AI medical scribes to record physician-patient conversations without consent.

Healthcare marketers at provider organizations should make AI transparency central to patient communications and engagement strategies.

• Use patient portals, websites, appointment reminders, and in-office materials to explain three things: how AI supports tasks like note-taking, scan analysis, and patient questions; where physicians retain final decision-making authority; and how sensitive health information is protected.
• Use surveys and patient experience programs to identify which aspects of AI raise concerns, such as unclear physician oversight, data privacy, or reduced human interaction, and tailor communications to address them.
• Offer clear consent and opt-out options for AI-assisted activities like documenting visits.