AI usage rises among Central and Eastern European health consumers

A PwC ‘Voice of the Consumer’ survey conducted in early 2026 reveals that nearly half of consumers in Central and Eastern Europe use artificial intelligence when first encountering a health issue. Approximately 60 percent of respondents utilize AI tools before consulting a healthcare professional or seeking other information sources.

Technology is increasingly integrated into health and wellness management. About 79 percent of respondents use health applications or wearable devices for at least one health-related activity. Furthermore, 58 percent of consumers expressed a willingness to pay more for devices that provide data deemed reliable by healthcare professionals.

The study, which sampled 21,808 adults across 27 countries, highlights that 96 percent of respondents have at least one health or wellness goal, such as living longer or reducing stress. However, 96 percent also face obstacles to achieving these goals, including stress, lack of time, low motivation, and limited financial resources. The findings suggest that healthcare is moving beyond traditional systems into retail, food, and technology sectors.