AI Changes How Health Stories Surface, But Not What Makes Them Credible
Artificial intelligence is reshaping how patients and the public discover health information, but the fundamentals of trustworthy healthcare communications remain unchanged. That distinction matters for PR and communications professionals working in the health sector.
One in three American adults now turn to AI chatbots for physician or mental health information, according to a recent KFF poll. Yet accurate, scientifically backed information still determines what audiences consider credible, Campbell O'Connor, Group Director of Media & Engagement at Real Chemistry, said in a recent interview.
"AI is changing how stories surface, but it has not changed what makes stories credible," O'Connor said.
Three Strategic Shifts for Communicators
AI systems are forcing communications teams to rethink strategy in three specific ways.
Source material matters more. AI summarizes stories at scale. Vague or thin source material produces weak AI output. The stronger your underlying reporting, the better the AI-generated summaries will be.
Authority matters as much as reach. The publications that carry the most weight with AI systems are not always those with the largest audiences. Frequently cited, authoritative outlets-like Reuters and Forbes-influence AI responses significantly because they structure information clearly and efficiently.
Consistency across coverage is now critical. When AI aggregates your narrative across dozens of sources, every piece of earned coverage must reinforce the same message. "When AI is summarizing your story before any human being sees it, that consistency and credibility are not nice-to-haves, those are strategic imperatives," O'Connor said.
Generative Engine Optimization Enters Healthcare
Real Chemistry has begun advising health organizations on generative engine optimization (GEO)-the practice of understanding and influencing how an organization appears in AI-generated responses.
The stakes in healthcare are high. When patients ask AI systems about symptoms or diagnoses, inaccurate outputs can cause real harm. "If patients are being driven to incorrect information, that is literally putting lives at risk," O'Connor said.
GEO moves organizations from passive subjects of AI outputs to active managers of their reputation in AI environments.
Three Questions for Communications Leaders
Communicators do not need to understand every AI model to adapt their strategies. Instead, O'Connor recommends asking three questions regularly:
- How is AI representing our brand today?
- Are our communications strategies accounting for AI-mediated discovery?
- Are we using AI to sharpen our judgment and leverage our team's expertise, or are we replacing it?
Discovery patterns are also shifting. YouTube now drives the most discovery for healthcare content, suggesting that video distribution deserves more attention in media planning.
For professionals working in AI for PR & Communications, understanding these changes is essential. Those managing media relations may benefit from exploring an AI Learning Path for Media Relations Specialists to stay current with how discovery and credibility work in AI-driven environments.
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