一场由智能体人工智能驱动的消费者健康革命：基础模型和人工智能智能体如何改变发现、信任与商业的场景

An Agentic AI-Powered Consumer HealthRevolution: Scenarios on How FoundationModels and AI Agents Could Transform VOLKER SPITZER, Vice President, Global R&D/RWE Services & Thought Leadership, IQVIA Consumer HealthSTEPHANIE KRAMMER-LUKAS,Director, Global R&D & RWE Services & Thought Leadership, IQVIA Consumer HealthINÊS ROCHA,Associate Director, Global R&D/RWE Services & Thought Leadership, IQVIA Consumer Health Table of contents Executive summary1Introduction2Point A — How AI already shapes consumer health today3Point B — An agentic future for consumer health4The rise of personalized AI health advisors: From search to relationship4 Disclaimer Executive summary Foundation models and AI agents are on track to become primary intermediaries between consumers, healthinformation, and commerce. In consumer health, this could shift discovery and purchase decisions away from search This paper explores plausible future outlooks rather than fixed predic tions. Through scenarios, it illustrates howAI health advisors, intelligent e-commerce intermediaries, and AI-curated advertising could reshape how over-the-counter medicines, supplements, and wellness products are discovered, evaluated, and bought. Across these For industry leaders, the opportunity lies in preparing now. Brands that invest in structured data, robust clinical andReal-World Evidence (RWE), transparent product dossiers, and AI-ready setup will be best positioned in a world where curation, and even lead to the very concept of ‘shelf space’changing. This potential transformation demands thatindustry stakeholders start looking at how to reimagine Introduction The consumer health industry stands at the thresholdof potentially its most significant transformation sincethe advent of e-commerce. As AI evolves from simplechatbots to foundation models and autonomous AI What we mean by an AI “Agent” In this paper, when we talk about AI agents, we meansomething more capable than today’s chatbots orrecommendation widgets. An AI agent is, at its core, a • Observe: Take in signals over time, such as a person’squestions, purchases, data from wearables, or For industry leaders in consumer health theunderstanding of these potential shifts is crucialand represents a strategic imperative for remaining • Reason: Interpret those signals against goals andconstraints, using foundation models and specialized tools The consequences extend far beyond operationalefficiency or incremental improvements to existingchannels. These agents could fundamentally restructure • Act: Autonomously carry out multi-step tasks on theperson’s behalf within agreed guardrails, for exampleby searching across sources, comparing products, digital campaigns. Customer service is partiallyautomated through scripted chatbots and FAQassistants. Some telehealth and pharmacy platformsoffer symptom checkers that triage simple complaints,suggest over-the-counter options, or recommend seeing Unlike a traditional chatbot that answers a singlequestion and then “forgets,” an agent can maintaina “relationship” with a person. It can remember Seen from this perspective, we are currently at Point Ain the AI evolutionary cycle: a world where AI alreadyinfluences search, recommendations, and advertising,but mostly in isolated, channel-specific ways. The The current generation of AI surfaces informationand products in response to explicit queries or simpletriggers, but it does not yet behave like an ‘alwayson’ health companion. A consumer’s search history,wearable data, pharmacy purchases, and lifestyle The scenarios that follow in this paper explore how thatjourney from Point A to Point B could unfold, and what Point A — How AI alreadyshapes consumer health today At the same time, we are already seeing early hintsof a more continuous, agentic future. Foundationmodels now power email copilots that draft replies,travel assistants that compare flights across platforms,and productivity tools that can schedule meetings or Consumers are already surrounded by AI, even if theydo not always label it as such. When someone types“best magnesium for sleep” into a search engine today,the first thing they see is no longer a simple list oflinks. AI-generated summaries appear at the top of thepage, combining snippets from multiple sources into Point B — An agentic future context specific. This potential transformation meansthat industry stakeholders need to look at reimaginingtheir strategies across product development, evidence Nobody can predict with certainty how AI will reshapeconsumer health. Yet once we recognize how deeply AIalready mediates today’s searches, recommendations,and buying decisions, it becomes both necessaryand valuable to explore where the next step might The rise of personalized AIhealth advisors: From search The shift from ‘Dr Google’ product discovery journey toAI-mediated health guidance represents perhaps the mostprofound change in consumer behavior we could witnessover the next fiv