Equitable Visibility Optimization: Discovering Credible Health Information in an Era of Artificial Intelligence-Driven Search

While artificial intelligence (AI) chatbots provide quick answers to health questions, they raise equity concerns about what information is visible, who controls it, and how it is presented. This perspective examines AI as an information intermediary and highlights areas for improvement. We introduce Equitable Visibility Optimization (EVO), a public health framework that organizes the distinct responsibilities of health organizations, AI developers, information consumers, clinicians, and educators to improve the visibility of credible health information in AI systems. We recommend that health organizations conduct visibility audits to ensure their content is discoverable by AI systems; that health information users are trained in AI literacy; that AI developers adapt models to support multilingual users; and that AI developers incorporate fact-checking training loops that systematically weight verified health data to reduce misinformation exposure. Ultimately, EVO promotes shared responsibility across sectors to strengthen accountability, improve discoverability, and center equity as AI technologies evolve.