When AI summarizes health data, small errors become big risks

Zero-click search is becoming the norm — AI delivers instant answers, and users rarely look beyond them. However, when the topic is health, overlooking original sources or subtle nuances can lead to serious misunderstandings.

A real-world test of AI search in action

The other day, while preparing a presentation on digital health trends, I looked for compelling statistics to support a key point I wanted to make. AI Mode returned several summarized responses to my search. One result stood out. It featured a great statistic that supported my perspective and was embedded in a seemingly relevant context. Since I was off to a good start, I clicked through to get more information and trace the origin. That led me into a revealing investigation.

The number cited in the statistic was real, and several websites echoed the same data. But as I dug deeper, I realized the source was not a peer-reviewed journal or a health authority. Instead, it was a blog post written by someone without credentials. Despite this, the blog had surfaced prominently in the AI-powered search results.

After some additional digging, I located the actual origin: a quantitative survey conducted by a reputable research firm. The blog quoted the stat itself correctly, but the interpretation was misleading. To offer an analogy, it was as if the original source said, “60% of adults prefer a color other than black,” the blog claimed, “60% of adults prefer green.” As you can see, a few words can make a difference. Though a subtle shift, it is a substantial misrepresentation.

Now I’m questioning how AI tools are reshaping our relationship with information — especially in healthcare, where accuracy and context are non-negotiable.

Dig deeper: Why ignoring consumers’ AI concerns is a costly mistake

AI and the erosion of health literacy

AI-driven search is efficient, but it can undermine critical thinking. MIT researchers recently explored this phenomenon in their study, “Your Brain on ChatGPT: Accumulation of Cognitive Debt when Using an AI Assistant for Essay Writing.” Their findings were sobering:

“While LLMs offer immediate convenience, our findings highlight potential cognitive costs. Over four months, LLM users consistently underperformed at neural, linguistic and behavioral levels. These results raise concerns about the long-term educational implications of LLM reliance and underscore the need for deeper inquiry into AI’s role in learning.”

Eroding literacy in a zero-click world

Today, many search results are zero-click. Users see an AI-generated summary and never visit the source. This is convenient, but it undermines critical thinking and literacy, which are particularly important when it comes to health care. 

Critical thinking includes the ability to question assumptions, evaluate evidence and consider different perspectives to formulate well-supported conclusions. AI-generated answers are presented as objective truths, no matter how credible the source. That can suppress the reader’s instinct to ask questions like, Who benefits from this message? Or, what perspectives are excluded?

Dig deeper: How to build consumer trust in the age of AI

How AI undermines core literacy skills

As far as literacy skills, relying solely on AI can harm:

• Information literacy: The ability to locate, evaluate and use information effectively. AI summaries often present information without context.
  • Fail to disclose original sources.
  • Omit conflicting viewpoints or limitations.
• Reading comprehension/textual literacy: The ability to process and understand complex written material.
  • Short, simplified AI answers discourage deep reading.
  • Engagement with complex medical literature.
  • Nuanced interpretation.
• Digital literacy: The competence to navigate digital platforms responsibly and critically. Over-reliance on AI reduces our:
  • Ability to assess online credibility.
  • Awareness of manipulated or synthesized information.
• Media literacy: The ability to understand how media is produced, for whom and why.
  • Most users cannot distinguish between AI versus human authorship.
  • Verified versus unverifiable claims.
  • Fact versus persuasive framing.

Why this matters in healthcare

In healthcare, misinformation can cause life-threatening problems, including:

• Delayed diagnoses due to misunderstood symptoms
• Unsafe treatments sourced from unvetted forums

AI search simplifies the discovery process, but it also raises the stakes. Brands and healthcare providers must work harder than ever to ensure the right information gets seen, used and trusted.

What healthcare brands must do

To remain visible, authoritative and helpful in the age of AI search, healthcare brands can take the following critical steps.

1. Structure content for zero-click visibility

• Use schema markup to tag FAQs, medical definitions, how-tos and expert answers.
• Create brief, clear summaries optimized for featured snippets, voice search and AI overviews.

2. Be the trusted source

• Publish original data and collaborate with research institutions.
• Ensure all content is attributed to credentialed experts with bios.
• Align with Google’s E-E-A-T framework (experience, expertise, authoritativeness, trustworthiness).

3. Publish fact-checked, evidence-based content

• Link to peer-reviewed journals and credible institutions.
• Update content regularly to reflect current medical guidance and best practices.

4. Be present where health questions are asked

• Ensure visibility in AI assistants like ChatGPT, Google’s AI Overviews, Alexa and Bing Copilot.
• Post authoritative content on Google Business, YouTube, Instagram and other discovery-driven platforms.

Dig deeper: Data-driven content: The key to connecting with healthcare consumers

The path forward: Safeguarding health literacy

AI isn’t going away. When used responsibly, it can mean faster access to care, streamline provider workflows and help improve health outcomes. But accuracy, trust and context matter more than speed.

In a zero-click world, the responsibility shifts to individuals and healthcare organizations. Individuals must become more discerning information consumers, while healthcare organizations must work harder to ensure accurate, trustworthy content is easily discoverable and clearly sourced.

Also, healthcare brands, educators and regulators must work together to ensure that users understand the information they’re getting. By reinforcing core literacies, publishing trustworthy content and demanding transparency from technology platforms, they can ensure that AI doesn’t replace thinking.