AI Is Reshaping Self-Empowerment in Healthcare

Do you feel in charge of your health? Just under eight in ten Europeans feel confident in their ability to manage their well-being. But what looks like empowerment on the surface may be more complex than it seems. Given the low level of satisfaction with healthcare systems, taking health matters into their own hands may feel like less of a choice and more of a necessity. This not only leads Europeans to harness the powers of AI, but also to make potentially dangerous calls. And not everyone feels equally equipped to look after themselves.

Confident or cautious – how does Europe rate its health competence?

Europeans are taking their health into their own hands, but some feel more empowered than others:

When’s the last time you self-medicated?

We’ve probably all taken an ibuprofen for the odd headache or muscle pain here or there. But what happens when self-medicating without consulting a doctor or pharmacist becomes the norm? Although most Europeans feel well-equipped to look after their health, the rate at which they reach for medication on their own accord far exceeds this scope: 94 percent, virtually all of Europe, say they self-medicate. The most common ailments driving this behaviour are minor pain (75 percent) and cold or flu symptoms (75 percent), followed by mild gastrointestinal issues (49 percent). A closer look at their motivations reveals a more fundamental, system-driven reasoning:

Where Europeans stand on AI in healthcare

What once was a quick Google search is now increasingly turning into an AI prompt. 55 percent of Europeans report using AI in relation to their health – most often to understand diagnoses (29 percent), for preventative lifestyle support like meal plans and fitness (23 percent), or to prepare for doctor’s appointments (17 percent)..

On a national level, AI seems to be carrying more weight in places where satisfaction with healthcare is lacking:

It is safe to say that despite increased enthusiasm for AI in places where overall satisfaction is low, Europeans still highly value personal contact with healthcare professionals. This is also expressed in their vision for AI’s future role in healthcare: Europeans feel most comfortable with the idea of it handling administrative and data-driven tasks like managing appointments and follow-ups (50 percent), monitoring chronic conditions (36 percent) and writing notes during doctor visits (36 percent). Just under one in three would tolerate AI assistance during consultations (30 percent). 

Still, 18 percent remain firm in their general opposition of AI in healthcare. Their main reservations include:

Multi-select question

Europeans are stepping up – but they don’t want to do it alone. When real-world professionals are out of reach, people turn to digital tools and AI to fill the gap. The future of health isn’t about choosing between human care and technology – it’s about combining the two. AI can make healthcare faster and smarter, but trust, guidance and real human connection must remain at its core.