With generative AI, access to health information is changing fundamentally: data is no longer just retrieved but contextualized, assessed, and translated into clear recommendations for action. As a result, patients approach consultations better informed and more confident, influencing interactions, therapy decisions, and expectations toward healthcare stakeholders.

This whitepaper illustrates—using real examples—how patients use AI before, during, and after medical appointments, why “Dr. AI” is increasingly replacing Dr. Google, and which opportunities and risks arise for Pharma, MedTech, insurers, healthcare providers, and digital health companies. It also shows why AI literacy is becoming an essential component of modern health literacy.

• Product & brand managers in Health, Pharma, and MedTech
• Health insurers & healthcare providers
• Healthcare professionals (HCPs)
• Digital health and HealthTech companies

• How AI transforms patient journeys at key touchpoints
• When AI supports clinicians — and when it creates new tensions
• How AI influences therapy and product choices
• Why AI literacy will be crucial for safe and informed health decisions