Healthcare’s rush towards generative AI overlooks the vital consumer perspective, as revealed in Deloitte’s 2024 Health Care Generative AI Outlook. While 70% of executives focus on technical aspects, only 50% prioritize building patient trust. Consumer enthusiasm for AI exists, but trust teeters at 50/50. Transparent engagement is the key; 80% of consumers want to know when AI is in use. Deloitte stresses a consumer-centric approach, urging organizations to actively involve users in the AI development process. The report also highlights the need to address bias and workforce considerations for successful generative AI adoption in healthcare.
In the dynamic landscape of healthcare technology, the ascent of generative AI has garnered significant attention. The advent of tools like ChatGPT has pushed healthcare into uncharted territory, prompting executives to explore the vast applications of AI. However, amid the fervor for technological advancement, a crucial oversight has emerged – the absence of the consumer perspective. Deloitte’s 2024 Health Care Generative AI Outlook underscores this disparity, revealing that organizations are fixated on technical intricacies while neglecting the critical element of consumer integration. As generative AI promises transformative changes, the consumer’s role becomes paramount, necessitating a holistic approach that prioritizes transparency, trust, and active consumer engagement.
Generative AI’s Rise and Blind Spots:
The surge of generative AI in healthcare gained momentum in late 2022 with the introduction of tools like ChatGPT and similar large language models. These innovations prompted healthcare executives and developers to explore the potential applications of AI in streamlining the industry. Despite the excitement surrounding these advancements, blind spots have emerged, particularly in understanding and addressing the needs and concerns of healthcare consumers.
Deloitte’s 2024 Health Care Generative AI Outlook:
A recent report by Deloitte sheds light on this issue, revealing that healthcare organizations are disproportionately focused on technical aspects such as data quality, regulatory compliance, and security, neglecting the vital aspect of consumer integration. In a survey of 60 healthcare executives, over 70 percent prioritized data-related concerns, while only 50 percent focused on building patient trust and ensuring equitable access to generative AI-driven solutions.
Consumer Enthusiasm and Organizational Oversight:
Contrary to the organizational oversight, consumer enthusiasm for generative AI in healthcare is evident. A November 2023 report from Deloitte indicated that 53 percent of healthcare consumers believe generative AI can enhance access to healthcare, and 46 percent see it as a potential solution to improving affordability. However, this enthusiasm may be short-lived if organizations fail to include consumers in the generative AI conversation.
The Trust Dilemma:
Patient trust in generative AI is currently hanging in the balance. Data from Propeller Insights in October 2023 revealed that 49 percent of patients were comfortable with their healthcare provider using AI, while 51 percent were not. Additionally, a study from May 2023 showed that trust in AI chatbots, powered by generative AI, is approximately 50 percent. The November Deloitte report emphasized that transparency is crucial when deploying generative AI, with 80 percent of healthcare consumers stating that it’s important to know when AI is being utilized in their healthcare.
The Call for a Consumer-Centric Approach:
Deloitte researchers stress the importance of understanding and engaging consumers to unlock generative AI’s full potential in healthcare. Organizations are urged to actively involve consumers in the development process by gathering direct input and conducting focus groups. The process should prioritize transparency, equity, and collaboration to address consumer concerns and build trust.
The Role of Transparency and Engagement:
Healthcare consumers demand transparency in the use of generative AI. According to the November Deloitte report, 80 percent of consumers want to be informed when their healthcare provider uses generative AI. Establishing trust requires proactive efforts from organizations, including clear communication about the integration of AI tools, potential benefits, and associated risks.
Building Trust Through Engagement:
The trust deficit in generative AI can be addressed through direct engagement with consumers. Deloitte researchers recommend a consumer-centric approach that involves understanding the critical pain points of consumers and identifying AI solutions they are willing to embrace. This process should be iterative, involving the development, testing, and deployment of new products with continuous input from consumers.
Beyond Consumers: Additional Considerations for Generative AI:
While consumers are a critical focus, the Deloitte report acknowledges other blind spots in the adoption of generative AI. Attention to eliminating bias in AI models and considerations for workforce management are highlighted as essential components for successful technology integration. Achieving a balance between technological advancement and ethical considerations is paramount for the responsible deployment of generative AI in healthcare.
In the evolving landscape of generative AI in healthcare, the crucial element of consumer inclusion cannot be overstated. Deloitte’s insights emphasize that, while organizations prioritize data-centric concerns, neglecting the consumer perspective risks eroding trust and enthusiasm. The delicate balance between technological advancement and ethical considerations requires a paradigm shift. Transparent communication and active consumer engagement are identified as linchpins for building trust in AI applications. As healthcare strives for innovation, a consumer-centric approach ensures that generative AI becomes a catalyst for positive change, driving enhanced patient care and improved healthcare outcomes.
