What Do Consumers Really Think About AI, Trust, and the Future of Healthcare?

Findings from healthcare market research study from TRC, using AI-moderated qualitative interviews.

AI adoption in healthcare is accelerating, but what consumers actually trust isn’t always obvious. To better understand where confidence holds and where it breaks down, TRC – a healthcare market research firm –  conducted AI-moderated qualitative interviews exploring how consumers experience healthcare across providers, insurers, care coordination, digital tools, virtual care, and AI.

Across interviews, a consistent theme was clear: people aren’t reacting to technology itself. They’re reacting to whether the experience feels coordinated, supportive, and reliable – and they know exactly when it does (and doesn’t).

So, how is trust built in healthcare today?

Consumers don’t experience healthcare in silos. Trust depends on how connected the system feels (providers, insurers, care coordination, and technology). When everything connects seamlessly, consumers feel confident. When any part breaks down, confidence drops quickly. Trust is shaped by the full experience, not any single interaction.

What happens when patients are forced to manage their own care?

One of the clearest drivers of distrust is when consumers are forced to act as the “middleman.” When care coordination fails, consumers are left to track down their own records, relay information between offices, and follow-up on next steps themselves. Coordination failures create burden for patients.

Our research revealed that the expectation isn’t perfect coordination – it’s invisible coordination. When it works, consumers don’t notice; when it doesn’t, it defines the experience.

In a digital world, what earns trust?

When people describe high-quality care, they don’t start with technology. They talk about empathy, being heard, clear communication, and feeling like their provider has time for them. These aren’t “soft” factors; while technology enables access and efficiency, human connection defines perceived quality and is what ultimately builds trust.

When do (and don’t) consumers prefer virtual care?

Consumers choose between “virtual” and “in-person” based on the urgency and complexity of their needs. Virtual care is seen as effective when it saves time and supports routine needs. But when situations feel serious or uncertain, a physically present provider is preferred. Bottom line: context matters; convenience is not always king.

So, where does AI fit?

Consumers are open to AI in healthcare, but they want boundaries. They are most comfortable with AI when it improves speed and access, and handles logistics (e.g., appointment scheduling). However, consumers want humans to lead when it comes to diagnosis, emotional support, and judgement/high-stakes decisions. For now, consumers seem comfortable when AI supports the system and humans deliver the care.

Across our research, there is a clear pattern: consumers trust healthcare experiences that feel connected, supported and easy to navigate. This translates into a few clear priorities for healthcare organizations:

• Design for coordination, not just touchpoints
• Protect the human moments that matter
• Use AI to reduce friction
• Prioritize what builds trust, not just efficiency

When it comes to digital tools, experiences, or AI-enabled capabilities, the question is not what’s possible – it’s what consumers will trust. Immediate opportunities include exploring:

• Where patients are acting as the “middleman” today
• Which moments shape perceptions of quality and trust
• Where AI can simplify the experience without removing human connection

Bottom line: consumers aren’t resistant to AI in healthcare – they are resistant to experiences that feel disconnected, impersonal, or risky. The implication for healthcare organizations is clear: AI should simplify the care journey, not replace human judgment or accountability.

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How can you use AI-powered research to move faster?

These insights are directional but were captured quickly and consistently. We did this using AI‑moderated qualitative interviews that were purposely designed to feel conversational. We recruited, conducted, and analyzed 30 interviews across a diverse mix of insurance types, age groups, and genders in just a few days. This approach allowed us to:

• Capture rich, open-ended feedback quickly
• Combine qualitative depth with structured input
• Include more diverse consumers in a shorter timeframe

AI is changing how healthcare is delivered; it’s also changing how quickly organizations can gather and act on consumer insight.

I’d love to hear how you’re using AI in your insights journey.

Contact Sarah Phillips

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