For-profit businesses in generative artificial intelligence responses to health-related queries: an exploratory study of stem cell-related queries

Objective Generative artificial intelligence (GenAI) is increasingly used by the public for health-related advice. While some GenAI platforms are now integrating paid advertising into their products, businesses selling health-related services directly to consumers currently appear throughout GenAI search results, including as references to support factual claims. We seek to better understand the presence and implications of for-profit medical businesses in GenAI query results.Methods and analysis The most powerful free versions of six GenAI models were selected to test six queries about the efficacy and safety of stem cell interventions for Alzheimer’s disease, autism spectrum disorder (ASD) and cerebral palsy with supporting references. These queries were tested in five locations in North America and Europe, with queries in English and French.Results This process resulted in 540 queries generating 5025 references. The authors identified six reference categories: (1) research institutions and outputs (n=2540); (2) for-profit medical service providers (n=1101); (3) news media (n=545); (4) community organisations (n=520); (5) government and other public institutions (n=218) and (6) other (n=101). References to for-profit businesses included stem cell clinics and booking agencies selling these treatments directly to consumers (82.7%) and competing treatment providers (17.3%). Queries related to Alzheimer’s disease had relatively few (n=166) for-profit references compared with ASD (n=576) and cerebral palsy (n=359).Conclusion References to for-profit businesses’ webpages showed evidence of being influenced by search engine optimisation practices. References to for-profit business websites serve as a form of advertising for them yet are presented as a neutral information source, disregarding their conflict of interest.