Health professionals remain the leading influence on health and wellness decisions, while only 18% of consumers rely on artificial intelligence tools, according to PwC’s The Rise of Healthy Living survey spanning 27 countries.
Consumers continue to place greater trust in healthcare professionals than artificial intelligence when making health and wellness decisions, according to PwC’s The Rise of Healthy Living survey. Conducted across 27 countries, the study found that healthcare professionals remain the most influential source of guidance, while AI tools are still viewed as a supplementary resource.
Healthcare professionals continue to be the most trusted source of health information worldwide, despite the rapid expansion of artificial intelligence in healthcare, according to PwC’s Voice of the Consumer 2026: The Rise of Healthy Living report.
The survey, conducted among 21,808 consumers across 27 countries, found that 57% of respondents rely primarily on healthcare professionals when making decisions about their health and well-being.
Personal research ranked second, with 52% of participants saying their own curiosity and independent information gathering influence their health choices. Friends, family members and colleagues followed closely at 50%, while 27% cited health apps and wearable device data as important sources of information.
Despite growing interest in generative AI and digital health technologies, only 18% of respondents said they rely on artificial intelligence tools when making health and wellness decisions.
The findings suggest that while consumers increasingly use digital technologies to access health information, they continue to place the greatest confidence in qualified healthcare professionals for guidance on important medical decisions.
According to PwC, the broader healthy living economy continues to expand as consumers place greater emphasis on preventive healthcare, better nutrition, improved sleep, stress management and overall well-being. Citing Global Wellness Institute estimates, the report notes that the global wellness economy reached US$6.8 trillion in 2024 and is projected to grow to US$9.8 trillion by 2029.
The results indicate that artificial intelligence is increasingly being used to support information gathering and personal health management, but has yet to replace human expertise as the primary source of trust in healthcare.
Why It Matters
The findings highlight an important challenge for digital health and artificial intelligence developers: public trust remains closely tied to healthcare professionals. As AI becomes more integrated into healthcare systems, ensuring transparency, clinical validation and professional oversight will likely be essential to increasing consumer confidence.
Frequently Asked Questions
How many people participated in the survey?
The PwC survey included 21,808 consumers from 27 countries, providing a broad overview of global health and wellness attitudes.
Who do consumers trust most for health advice?
Healthcare professionals ranked first, with 57% of respondents identifying them as their primary source of health information and guidance.
How many consumers rely on artificial intelligence?
Only 18% of participants said they use AI tools to support their health and wellness decisions, making AI one of the least-used sources among those measured.
What does the survey suggest about digital health?
The findings indicate that consumers increasingly use digital tools, wearable devices and personal research to complement—not replace—professional medical advice.
Sources: PwC, Global Wellness Institute
