Digital tools and artificial intelligence are becoming increasingly common sources of health information in Italy, but doctors remain the country’s most trusted point of reference for medical advice.
According to a survey conducted by Nomisma for UniSalute’s Healthcare Observatory, six out of ten Italians use digital channels – including search engines, health apps and chatbots – to find information about illnesses, medicines and well-being. The study involved a representative sample of 1,300 Italian residents.
Artificial intelligence is gaining particular momentum. Almost half of respondents (49%) reported using AI tools at least once a week. Among these users, 27% also consult AI for questions concerning health and well-being.
Satisfaction with the information provided is high. Of those who have used AI for health-related purposes, 86% said they were satisfied with the answers received, while 38% described themselves as very or completely satisfied. This level of strong satisfaction was higher than that recorded for information obtained through conventional search engines, social media and specialized medical websites. However, growing adoption does not mean that Italians are ready to replace healthcare professionals with technology. Nearly two-thirds of respondents, or 63%, believe that AI can complement traditional medicine but should not replace it. A further 16% consider AI unsuitable for medical use, while only 21% think that it could at least partially substitute a doctor.
The survey reveals a clear division between the perceived strengths of doctors and those of AI. Physicians remain ahead in the qualities that patients associate with the human dimension of care. They are considered more reliable by 75% of respondents, more empathetic by 73% and more accurate by 68%. In addition, 63% believe that a doctor is better equipped to design a personalized treatment pathway.
AI is valued primarily for its speed and availability. Sixty-four per cent of respondents recognize its ability to provide rapid answers, while 57% appreciate its accessibility. Nevertheless, concerns remain: 46% believe that AI may be more prone to errors than a healthcare professional.
People use digital resources for several practical reasons. Forty-two per cent search for guidance on whether particular symptoms require a medical consultation, while 41% look for explanations of laboratory tests and medical reports. Another 32% seek information about examinations, hospitals and treatment pathways. Meanwhile, 30% search online for possible remedies for minor health problems without immediately consulting a doctor.
Younger people are among the most frequent users of AI and other digital health channels. Yet direct contact with healthcare professionals continues to play a central role across the population. One in three respondents (33%) said they rely exclusively on their general practitioner or a specialist and do not consult health information online.
The findings suggest that AI is becoming an important first step in the search for health information rather than a substitute for professional care. Its speed and constant availability can help people obtain preliminary explanations and navigate healthcare services. However, trust, empathy, clinical accuracy and the ability to understand an individual patient’s needs remain closely associated with doctors.
The future of digital health in Italy is therefore likely to be based on collaboration between people and technology. AI may support patients and professionals by improving access to information, but medical expertise and the human relationship between doctors and patients will remain essential to safe and personalized care.
