Patients in UK put pharmacists before AI, says report

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The 2025 STADA Health Report, published earlier this month by pharmaceutical manufacturer STADA Thornton & Ross, offers a revealing snapshot of the public’s attitudes to health across Europe.

Drawing from the views of more than 27,000 people in 22 countries, including just over 2,000 respondents in the UK, the annual report finds that community pharmacy here is enjoying a surge in public trust, while digital and AI-driven health tools struggle to gain acceptance.

Pharmacists beat algorithms

The UK Government is investing funds in the region of £10 billion into the NHS’s digital transformation, but patients and members of the public remain distinctly wary of AI in healthcare.

More than half (52 per cent) of UK adults say they would not consider using AI for a medical consultation and 61 per cent do not trust AI to deliver accurate or safe health advice. In comparison, only 31 per cent of UK respondents said they would trust AI as much as a qualified healthcare professional.

In contrast, 68 per cent trust pharmacists – making them the second most trusted health professionals in the UK after GPs. This surpasses the global average of 58 per cent and places the UK third highest in Europe for trust in pharmacists, behind only Belgium and Ireland (both 69 per cent).

“These results demonstrate a clear preference for face-to-face interaction and clinical expertise – particularly from GPs and pharmacists – over algorithm-based healthcare,” said STADA UK general manager Craig Tickle. “While AI holds great potential, the human element in healthcare remains crucial to building trust and delivering reassurance.”

British scepticism around AI appears particularly strong when compared to other European countries. For instance, 41 per cent of Bulgarians, 44 per cent of Serbians and 46 per cent of Romanians say they would consider AI consultations as an alternative to seeing a doctor – far higher than the UK’s 28 per cent.

Privacy and data concerns are a major factor. Almost a quarter (24 per cent) of UK respondents cite worries about how AI stores and uses personal data – well above the global average of 16 per cent.

The accuracy and safety of AI-generated health advice is another sticking point for many.

Despite global enthusiasm for technological innovation in medicine, it appears that the British public remains anchored in more traditional models of healthcare delivery, where trained professionals, particularly in community settings like pharmacies, are the preferred first port of call.

The report highlights the evolving yet established role for UK community pharmacy, with clear indicators of sustained public reliance and trust. When asked why they visit brick-and-mortar pharmacies, respondents cited:

• Advice on medication and side-effects (38 per cent)
• Immediate access to medical products (36 per cent)
• Support for local business (22 per cent).

The STADA findings underscore how pharmacies continue to function as essential hubs for clinical and social care, particularly for older age groups. Trust is strongest among those aged 70 years and above (78 per cent) and 55-69-year-olds (71 per cent). Even among younger adults aged 18-24 years, trust remains relatively strong at 60 per cent.

While a significant number of people are visiting community pharmacies for clinical support, a worrying trend also emerged: 11 per cent of UK respondents say they never visit a community pharmacy – more than double the global average of 5 per cent.

Opportunities and challenges

For UK community pharmacists, the report highlights opportunities and challenges. On the one hand, strong public trust provides a foundation for greater service provision – particularly as Government reforms continue to shift care from secondary to primary settings. Pharmacists are well-placed to play a larger role in long-term condition management, dealing with common conditions and preventative care.

However, the slow uptake of AI presents a mixed picture. On the clinical side, pharmacists may benefit from the public’s desire for human interaction and personalised care. But the sector must still prepare for the integration of AI-enabled tools into practice – all of which have potential to improve efficiency and outcomes.

This presents a real chance for community pharmacy to ‘own’ the human side of healthcare, the report suggests. And if the public views AI with suspicion, pharmacists are well-positioned to act as the bridge, helping patients to understand new tools while continuing to deliver trusted care.

These findings come at a time when community pharmacy is undergoing a transformation, from new services to growing calls for an expanded scope of practice. With public trust on their side, pharmacists have a rare opportunity to shape the future of accessible care.

Yet, to remain relevant, pharmacies must also adapt to shifting expectations, particularly among younger, tech-savvy populations. Hybrid models that combine trusted personal care with AI and digital capability may eventually win over sceptical patients – but only if transparency, safety, quality and clear benefits can be guaranteed.

As STADA’s report makes clear, trust remains the currency of good healthcare – and in the UK, that trust still belongs to healthcare professionals like community pharmacists.