Caution and AI: Amplifying Healthcare's Digital Presence Responsibly

Artificial intelligence (AI) has the potential to revolutionize healthcare by automating tasks, improving efficiency, and providing personalized care. However, there are also risks associated with the use of AI in healthcare, such as bias, privacy concerns, and the potential for job displacement.?AI also has great potential in boosting an organization's digital presence as discussed in last week's edition but this should be done carefully.

In the previous edition, we discussed 3 AI tools that can help Healthcare organizations boost their digital presence. Although AI tools are revolutionary, it is essential to exercise caution when utilizing them. ChatGPT for example can help your healthcare brand improve its digital presence in a number of ways. It can suggest a strategy for health campaigns, provide name ideas, generate hashtags, help rephrase words, and many more.

ChatGPT however tends to generate citations that do not exist. Writing articles with non-existent references can have detrimental effects on your brand’s credibility. First of all, there is a risk of spreading misinformation which has the potential to direct patients to make poor health decisions. Secondly, it can make potential customers lose confidence in your brand’s ability to deliver the services promoted.

Below is an example of this problem. Here, ChatGPT was instructed to generate an article on using social media to promote health. References were also requested as well as in-text citations like an academic article. A well-written article was generated with in-text citations.

Despite the article actually describing the topic in question. The two references cited are inaccurate. Such articles do not exist. This is why brands should be careful when using chatbot AIs to create content. Observe the references below:

A Google search was conducted to locate the first article and it was not found. It didn't match any known articles. ChatGPT can generate inaccurate information such as references and so it is not a tool to be used to search for articles.

Where you need accurate, evidenced-based facts, ChatGPT as well as other chatbots such as Bing AI should not be used. You can utilize chatbots to brainstorm a topic, generate ideas, and many more. Despite ChatGPT's ability to help your efficiency and help improve your communication, it is not a replacement for you as a content creator, researcher, or media strategist. As a healthcare brand, for every post or content you release, your credibility is at stake so ensure you always doublecheck your material.