Critically examining the potential for Generative AI conversations to reduce vaccine skepticism

Vaccine skepticism undermines efforts to control preventable diseases and has proved difficult to address using informational interventions. However, Generative AI tools, like ChatGPT, have the potential to revolutionize how people seek information about health issues. To examine Generative AI’s capacity to reduce vaccine skepticism, 743 vaccine-skeptical individuals interacted with either a myth-busting fact sheet or ChatGPT in a three-round conversation. The ChatGPT intervention reduced confidence in skeptical beliefs by 6.4% and COVID vaccine refusal intentions by 4.3%, compared to weaker effects from the fact sheet (<1.9%). Both interventions decreased agreement with COVID vaccine misinformation by >6%, but neither significantly influenced broader vaccine skepticism. ChatGPT's impact was strongest among those concerned about vaccine effectiveness but limited for those mistrusting institutions. However, the positive effects on COVID vaccine refusal intentions diminished after a month. These findings suggest that Generative AI can complement traditional public health communication by providing tailored, interactive dialogues.