What generative AI means for trust in health communications

ABSTRACT

Large language models are fundamental technologies used in interfaces like ChatGPT and are poised to change the way people access and make sense of health information. The speed of uptake and investment suggests that these will be transformative technologies, but it is not yet clear what the implications might be for health communications. In this viewpoint, we draw on research about the adoption of new information technologies to focus on the ways that generative artificial intelligence (AI) tools like large language models might change how health information is produced, what health information people see, how marketing and misinformation might be mixed with evidence, and what people trust. We conclude that transparency and explainability in this space must be carefully considered to avoid unanticipated consequences.

KEYWORDS:

• Natural language processing
• health communication
• trust
• artificial intelligence
• search engines
• conversational agents

Disclosure statement

Julie Ayre is co-director of Health Literacy Solutions, which supports access to health information for low literacy adults (no personal income). Heiko Spallek is a member of the Scientific Advisory Committee for Dentroid Technologies.

Ethics statement

The development of this article did not involve human subjects and therefore did not require ethics review.

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Adam G. Dunn

Adam Dunn is a Professor of Biomedical Informatics and Head of Biomedical Informatics and Digital Health at The University of Sydney. He has been working applications of AI in health and health misinformation for more than a decade and has expertise is in natural language processing, conversational agents, and health misinformation.

Ivy Shih

Ivy Shih is a science writer and Media and PR Adviser at The University of Sydney. Her work has been featured in multiple issues of the Best Australian Science Writing Anthology and her expertise is in science and health communications and media engagement.

Julie Ayre

Julie Ayre is an Emerging Leader Research Fellow in the Sydney Health Literacy Lab at the University of Sydney, and a member of the Scientific Advisory Team for the 2022 National Health Literacy Strategy developed by the Australian Department of Health. Her expertise is in behavioural science, specialising in health literacy and digital health.

Heiko Spallek

Heiko Spallek is a Professor and Head of School and Dean of the School of Dentistry at the University of Sydney, and Academic Lead Digital Health and Health Service Informatics. His expertise includes dental informatics and digital health.