White Paper
An Agentic AI-Powered Consumer Health Revolution
Scenarios on how foundation models and AI agents could transform discovery, trust and commerce
Jan 20, 2026
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Authors:
Dr. Volker Spitzer
Vice President, Global R&D/RWE Services,
IQVIA Consumer Health
Dr. Stephanie Krammer-Lukas
Director, Global R&D/RWE Services,
IQVIA Consumer Health
Dr. Inês Rocha
Associate Director, Global R&D/RWE Services,
IQVIA Consumer Health
Matt Stewart
Associate Director, Global Marketing,
IQVIA Consumer Health

An Agentic AI‑Powered Consumer Health Revolution

AI is rapidly reshaping how consumers discover, evaluate, and purchase health products.

This whitepaper explores how autonomous AI agents and foundation models will shift decision‑making away from traditional search, advertising, and e‑commerce toward intelligent, personalised intermediaries that anticipate needs, evaluate evidence, and act on behalf of consumers.

What you’ll learn

  • How AI agents are reshaping consumer behaviour
    Understand the shift from search‑led discovery to intelligent, personalised health guidance.
  • What makes an AI agent different from a chatbot
    Explore how agents observe, reason and act — and why this changes everything for brands.
  • How commerce and advertising will transform
    From AI-powered shopping concierges to AI-to-AI marketing, learn where consumer engagement is heading.
  • Why evidence and transparency become the new competitive advantage
    Discover how machine-readable data and robust RWE will win the recommendation battle.
  • What leaders must do now to stay ahead
    The strategic imperatives required to prepare your brand for an AI‑driven consumer health ecosystem.

Download this free whitepaper today and hit the CONTACT US button to speak with our experts.

Need to future proof your consumer health strategy?
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FAQ

Think of AI agents as super powered health sidekicks. Instead of scrolling through ads or influencer posts, consumers will get personalised, data driven recommendations tailored to their habits, goals, and real world evidence. No guesswork — just smarter choices.
Because AI doesn’t fall for glossy marketing. It reads clinical studies, analyses RWE, checks formulations, and compares transparency levels — all in seconds. Brands with strong evidence rise to the top… and those without quietly disappear.
No panic — but yes, a pivot. Traditional “spray and pray” advertising won’t cut it when AI filters what consumers see. Brands will need structured data, transparent claims, and content AI agents can actually understand. Think “marketing that machines love.”
Short answer: not yet. As AI blurs the line between guidance and medical advice, regulators will need new rules, new certifications, and a fresh look at transparency. It’s coming — just not at the speed AI is moving.
Brands that take evidence seriously, structure their data well, and embrace transparency. If your product truly works — congratulations, the AI will find it. If not? Time to rethink the formulation.

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