Increased demand for online medications has attracted malicious actors, with deceptive online pharmacies employing various techniques to rank higher in search results.

By First Check Team

The integration of generative artificial intelligence (AI) into search engines offers exciting prospects for a more personalised and user-friendly search experience. However, a pertinent study has raised serious concerns about the associated public health risks, particularly the inadvertent promotion of illegal online pharmacies.

The study, first published in 2023, conducted a comparative assessment of AI-generated recommendations within search engines. Specifically, the researchers focused on Google’s Search Generative Experience (SGE) and Microsoft Bing’s Chat, analysing popular and well-known medicines across multiple therapeutic categories, including controlled substances.

The researchers found a worrying number of AI-driven recommendations directing users to illegal online pharmacies. These pharmacies, known for selling counterfeit or substandard drugs, pose serious health risks to consumers. This discovery underscores the potential dangers of AI integration into search engines, as it can inadvertently lead users to sources that compromise their health and safety.

The increased demand for online medications has attracted malicious actors, with deceptive online pharmacies employing various techniques to rank higher in search results, potentially endangering public health. The study suggests that generative AI, intended to enhance search results, might unwittingly amplify this problem by recommending illegal vendors, thus significantly increasing their traffic and exacerbating existing public health threats.

The authors emphasise the need to implement robust safeguards within generative AI search engines. Mitigating consumer risks requires prioritising legitimate sources and verified pharmacies within recommendations. Additionally, the paper recommends actively guiding users away from illegal vendors and towards trusted resources.

We need more in-depth research and collaboration to ensure that the benefits of generative AI are harnessed responsibly, without compromising the health and well-being of consumers.