AI Health Information Has Created a Brand Trust Gap
Business leaders and consumers show a significant disconnect in trust levels regarding health brands.
Updated on Sept. 23, 2026 in Nutrition
Live Poll
Do you trust health and nutrition information provided by AI as much as a doctor?
Gillian Fish addressed delegates at Vitafoods Asia, highlighting how the rise of AI-driven health recommendations has created a disconnect between corporate perception and consumer reality. While 90% of business leaders believe their companies are trusted, only 30% of consumers report feeling that same trust.
Why it matters
As millions turn to AI tools for guidance on nutrition and wellness, brands face a growing challenge in ensuring their information is accessible and credible within these digital ecosystems. Closing this trust gap is essential for businesses, especially as nearly half of all consumers state that brand trust influences their purchasing decisions.
A reported 230 million people use the ChatGPT Health feature weekly, while 81% of AI users currently receive recommendations regarding sleep, exercise, and nutrition. Meanwhile, only 35% of individuals consult a GP for diet and nutrition information.
The players
Gillian Fish
She is an industry expert who addressed the Vitafoods Asia delegates regarding the intersection of artificial intelligence and health brand integrity.
The details
Companies are encouraged to leverage third-party certifications and collaborate with key opinion leaders to improve their presence in AI systems. Ensuring that brand information is consistent and easily accessible is critical, as AI models rely heavily on top-tier domains which currently capture 68% of consolidated citations.
Timeline
The presentation was delivered on September 23, 2026, at the Vitafoods Asia conference in Bangkok.
Health Landscape
The current reliance on multi-engine aggregate citations for AI models follows a trend where top domains capture 68% of information traffic, with platforms like Reddit providing 40% of such data. This concentration requires health brands to fundamentally shift how they optimize information for machine-led discovery.
Consumers should be aware that the health recommendations provided by AI tools often lack the nuanced oversight of a medical professional, as evidenced by the high volume of users receiving nutrition advice from these systems. It is recommended that individuals prioritize consulting a GP when making significant changes to their diet or exercise routines.
The takeaway
To ensure accurate health guidance, consumers should verify AI-generated tips against professional medical advice or trusted third-party resources. Brands that prioritize transparency and consistent, verifiable information are better positioned to earn the trust of modern, digitally-minded consumers.
Further reading
Learn more about the latest trends in the industry by visiting the Nutrition section.
Source note: This article includes information reported by NutraIngredients.
Live Poll
Do you trust health and nutrition information provided by AI as much as a doctor?
