GPs who promote their use of AI, even for administrative tasks, appear less trustworthy and empathetic, according to a research letter in JAMA Network Open.

German researchers mocked up four fictional advertisements for family doctors and asked study participants to rank their willingness to consult that doctor from one to five, as well as their perceptions of competence, trustworthiness and empathy.

All ads were identical — except one did not mention AI — and the others featured one of three statements: “We use innovative AI tools to make your appointment less bureaucratic,” or, “We use innovative AI tools for optimised diagnostics,” or, “We use innovative AI tools for optimised therapy.”

With 1276 participants, their study found that willingness to make an appointment was at least 8% lower for doctors advertising any AI compared with the control advertisement.