Doctors use AI chatbots, but still trust expert sources
Doctors use AI chatbots, but still trust expert sources
AI-powered chatbots are becoming part of how physicians search for medical information. This is one of the findings of the Coliquio Specialist Physician Report 2026, based on an online survey of 1,340 doctors in the DACH region conducted between January 20 and February 20, 2026.
For healthcare marketing and pharmaceutical communications, the report is important because usage and trust do not move in parallel. Digital tools are gaining reach, but they do not automatically replace sources that physicians consider credible.
Information overload shapes daily work
Physicians face a growing number of channels, formats and messages. 48.4 percent of respondents see filtering relevant information as the biggest obstacle. 44.3 percent point to the rising volume of emails as a challenge.
AI adds another layer of evaluation. 40 percent say assessing the reliability of AI-generated information is a current challenge in hospitals or medical practices. Around one quarter cite limited trust in the objectivity of sources as a barrier to finding information.
AI is a fast channel, not yet a trust anchor
For quick daily information searches, physician networks lead with 21 percent. They are followed by personal exchange at 17 percent and AI chatbots at 11 percent. Email newsletters reach 10 percent, while online personal exchange accounts for 9 percent.
Frequent use does not equal high trust. According to the report, medical literature and peer exchange are viewed as the most trustworthy sources in daily information search. Social media and AI chatbots rank near the bottom for trust, even though they are used regularly.
Younger doctors move away from traditional media
The report shows clear differences between age groups. Among physicians over 45, digital and printed specialist media still play a stronger role. Among doctors up to 45, digital and print specialist journals are no longer among the ten most used daily sources.
For younger respondents, in-person exchange and AI applications are among the most frequently used daily sources. At the same time, this group shows higher overall trust in several information formats, including congresses and physician networks. Digital and interactive formats such as social networks, video platforms and AI chatbots also receive more trust from younger doctors than from older respondents.
Implications for healthcare communications
For pharmaceutical companies and healthcare brands, being present in high-use channels is not enough. Content must be easy to find, medically robust and aligned with specific information needs.
Personal and peer-to-peer exchange remains central. Therapy decisions and patient cases are among the leading discussion topics. Every second respondent says personal exchange is becoming more important in the context of AI. At the same time, around one quarter of younger physicians report a growing shift toward digital communication.
Pharmaceutical field force contact also remains relevant. 40 percent say pharma contact continues to matter despite the rise of AI. 26 percent can imagine replacing field force contact with AI in the future.
Doctors want better pharma information in AI models
One third of respondents would like to see more or better pharmaceutical information in AI models. Nearly one quarter already perceive a noticeable reduction in effort when searching for information with AI. In doctor-patient conversations, however, AI use remains limited at 5 percent.
Looking ahead, one in five respondents can imagine AI tools replacing specialist media or other information sources and becoming the main source for general information gathering.
For B2B communication in healthcare, this creates a dual requirement: content must be visible in digital and AI-related environments, while also building trust through reliable sourcing, professional quality and transparent context.