The Dark Side of AI: Navigating the Dynamics of Patient Grooming on Doctor–Patient Relationships

Abstract

The growth of Artificial Intelligence (AI)–enabled marketing has led to motivating customers purchase goods and services where they are ‘nurtured’ or ‘groomed’ to make a purchase decision. Consumer grooming as the name suggests involves changing or influencing an individual's behaviour and decision-making abilities by repeated personalised messaging. We have entered an era where AI is driving marketing in almost all industries and influencing customer decision-making. The healthcare industry is quite a concern as it involves the health of the poor and vulnerable impacted by AI decision-making, also deeply affecting the conventional doctor–patient relationships. AI in healthcare marketing involves using marketing gimmicks by marketing organisations where individuals are targeted with individualised medical messaging, changing the trust dynamics between patients and doctors. The marketing gimmicks often impact the healthcare decision-making of patients, leading to induced healthcare purchases through these marketing messages, rather on advisory of doctors or other healthcare professionals. As a result of this constant patient grooming or medical brainwashing, patients end up making a wrong decision regarding their healthcare. Therefore, it is required that stakeholders in the health ecosystem prioritise more transparency, authenticity and patient empowerment to mitigate the challenges of patient grooming in the healthcare sector. The establishment of more stringent controls on medical marketing techniques, the development of health literacy, and the cultivation of open communication channels within the healthcare ecosystem are all necessary because of this. In the end, AI-driven marketing presents prospects for personalised healthcare experiences; yet its unregulated expansion raises substantial ethical and patient safety issues.

Citation

Shankar, A., Gera, S. and Ahmadi, M.S. (2024), "The Dark Side of AI: Navigating the Dynamics of Patient Grooming on Doctor–Patient Relationships", Dadwal, S.S., Jahankhani, H. and Revett, K. (Ed.) Market Grooming, Emerald Publishing Limited, Leeds, pp. 59-77. https://doi.org/10.1108/978-1-83549-001-320241003