AI has already won the adoption battle in health care — Over 70% of HCPs now use it in their professional work. But trust hasn’t caught up. Only 18% report strong trust in AI for clinical decision-making, and just 16% say their organization has clear AI policies in place. Health care professionals aren’t asking whether AI belongs in care delivery anymore — they’re asking which systems they can trust.

That gap has direct implications for how pharma engages HCPs and patients. New Healio research of 618 health care professionals across 35+ specialties reveals a pattern marketers can’t ignore: comfort with AI drops sharply the more visible it becomes in patient care — 69% are comfortable using AI behind the scenes, but only 36% are comfortable using it in front of patients. And even as ChatGPT dominates day-to-day usage, HCPs report meaningfully higher trust in tools built by health care-native organizations over general-purpose platforms.