Artificial intelligence in Vietnamese healthcare: public awareness, demand, and willingness to pay

This study investigated self-reported awareness, demand, and willingness to pay for artificial intelligence (AI)-supported healthcare services among Vietnamese adults. A cross-sectional online survey conducted across multiple regions of Vietnam was carried out from April to May 2025 using convenience and snowball sampling through social media, institutional mailing lists, and professional networks. A total of 3,550 valid responses were analyzed. Data on sociodemographic characteristics, chronic health conditions, health literacy, eHealth literacy, and perceptions of AI-supported healthcare services were collected using a structured questionnaire. Multivariable ordered logistic regression, binary logistic regression, and Tobit regression models were applied to identify factors associated with AI awareness, demand, and willingness to pay. Among participants, 49.1% reported being somewhat aware of AI applications in healthcare, while 58.6% were willing or strongly willing to use AI-supported healthcare services. Emergency medical support (80.6%) and telehealth (55.0%) were the most preferred AI applications. However, 65.6% of respondents were unwilling to pay additional costs for AI-enhanced healthcare services. Among those willing to pay, the most commonly accepted additional cost ranged from 10% to 19%. Higher income, larger household size, and greater health literacy and eHealth literacy were associated with higher levels of AI awareness and demand. Cancer and respiratory disease were associated with higher reported awareness and demand for AI-supported healthcare, while cardiovascular disease and musculoskeletal disorders were associated with greater willingness to pay additional costs. AI awareness was also positively associated with AI demand. Participants in this survey demonstrated heterogeneous levels of AI awareness and relatively high self-reported willingness to use selected AI-assisted healthcare services, particularly for emergency support and telehealth. However, willingness to pay additional costs remained limited. These findings suggest potential public interest in AI-supported healthcare while highlighting the importance of affordability, health literacy, and equitable access in future implementation efforts.