Beyond The Hype: What AI Really Means For Health Communications

AI is already firmly embedded in frontline healthcare. In radiology, it’s supporting lung cancer screening and, in some trials, outperforming expert clinicians in detecting early-stage cancers. NHS trusts are piloting AI in A&E triage and testing large language models to summarise patient records. This is all happening now, transparently, with the aim of improving speed, accuracy and patient outcomes.

And yet in health communications, the very discipline responsible for translating and vocalising these developments, AI adoption remains cautious. While interest is high, usage is still largely confined to behind-the-scenes, low-risk tasks.

According to PRWeek UK‘s UK Top 150 agency research published today, three in four PR consultancies are using AI for research, around 60% for transcription or translation. Just under half use it for writing copy, and fewer than 30% for social content. Fifteen per cent reported not using AI at all.

It’s understandable that we are seeing agencies approach with caution as the use of AI can raise real questions about quality, ownership, security and accountability. No agency wants to be accused of cutting corners or using tools without rigour or consent.

But used well, AI has the potential to enhance the very areas that make agencies valuable: insight, strategy, and creative thinking. In our recent piece, Can the Smart Use of AI Increase Agency Value?, we explored the areas where AI delivers most impact – not in replacing roles, but in supporting early-stage research, shaping content foundations, and relieving teams from repetitive admin. That means better use of time, stronger output, and greater return on budget.

There is however a concern across the industry that AI might reduce the creative value agencies bring. But when use is transparent, purposeful and well-integrated, the opposite can be true. AI can act as a creative catalyst – generating raw ideas, unexpected directions, or simply allowing people more time to think and refine.

In healthcare, trust and empathy matter more than ever. Comms in this space must be accurate, relevant and sensitive to the human experience. AI can support delivery but it can’t replicate the emotional intelligence or lived context that true connection requires.

At Fox&Cat, this is where we see the opportunity lies. Not in replacing people or reducing our thinking to GPT-fed outputs but in removing barriers. If research is quicker, and admin is automated, more time and energy can go into strategy, writing, and collaboration. That’s where real value is built and where lasting impact happens.

Moving forward

Some agencies are already putting structure behind their use of AI. Others are still working out where it fits. There’s no single right approach but one thing should be universal: transparency. Clients deserve to know how their agency is using AI, how decisions are made, and where the value (including any savings) is being passed on.

As the healthcare sector continues to adopt AI at speed, communications agencies need to keep pace by building frameworks that protect standards, improve efficiency and support better outcomes.

When used with care, AI can help us deliver communications that are more thoughtful, more focused, and more sustainable.

If you’re a brand looking to cut through the noise and deliver health communications that genuinely make a difference, we’d love to help.

Because in an era of smarter tools, sharper thinking will always win.

Get in touch at info@foxandcat.co.uk

Sources: PRWeek UK How are PR firms really using AI? 09 April