Perception of AI-assisted health communication via ChatGPT in Hungary

Purpose This study explores Hungarian adults' perceptions of ChatGPT when used for health-related information seeking, focusing on demographic determinants of acceptance and the role of trust, digital familiarity, and perceived usefulness. The research contributes to the emerging discourse on public readiness for AI-assisted health communication in Central and Eastern Europe, a region underrepresented in international scholarship. Design/methodology/approach A cross-sectional online survey was conducted with 200 Hungarians aged 40 and above, applying quota sampling. Attitudes were measured through five UTAUT-framed statements. Descriptive statistics, ANOVA and linear regression were used to assess the effects of gender, generation, and education on acceptance. Findings Respondents viewed ChatGPT as helpful for promoting general health literacy but showed moderate hesitation about using it for personal health questions. Generational differences were substantial: Millennials showed the highest acceptance and intention to use, whereas Baby Boomers were significantly more cautious. Gender differences were negligible, and education level did not predict acceptance, suggesting that AI literacy rather than formal schooling shapes behavioral intention. Research limitations/implications For future research, we recommend repeating this survey with a larger sample size and including younger generations, especially those born into the digital age. Additionally, as there is no universally recognized, validated questionnaire specifically designed for evaluating ChatGPT or similar AI conversational models, further research should focus on developing and validating a more detailed and specific survey about ChatGPT. Practical implications Results indicate that although ChatGPT is not perceived as a replacement for professional medical consultation, it may serve as a complementary digital resource to enhance societal health knowledge. The findings inform policy discussions on the responsible diffusion of AI in healthcare and highlight the importance of targeted AI literacy initiatives, especially for older users. Originality/value This is one of the first empirical investigations into public perceptions of ChatGPT in a CEE healthcare context. It provides evidence that acceptance is primarily shaped by digital familiarity rather than education and offers actionable insights for health communication, technology-enabled patient education, and AI capacity-building strategies.