Project Influences

Artificial intelligence and influencers, new rules for communicating health

Presented at the Cattolica University in Milan the Charter of Good Practices and the mapping of ethical health influencers. The aim: to integrate science, ethics and technology in the health narrative

by Francesca Cerati

31 October 2025

2' min read

Translated by AI

Versione italiana

Key points

Ia enters clinic
Artificial intelligence as a new influencer
The 'Charter of Good Practices'
The "Influences Index" was born

2' min read

Translated by AI

Versione italiana

In the new geography of health information, artificial intelligence (AI) is playing a leading role. Not just chatbots or virtual assistants, but real 'superinfluencers' capable of directing the way patients and professionals seek answers on health.

This is confirmed by Doxa data presented at the second edition of 'Influences - The ethics of contagion', an event promoted by Honboard and FattoreMamma at the Università Cattolica del Sacro Cuore in Milan.

Ia enters clinic

The new survey shows that 51 per cent of patients use artificial intelligence systems to obtain self-diagnosis or advice on symptoms and treatment. But that's not all: one in two doctors say they also consult AI tools in the outpatient clinic, mainly for scientific research, clinical updates and diagnostic support.

A clear signal that technology is no longer just a support, but an active player in the dynamics of trust and knowledge in healthcare.

Artificial Intelligence as the new influencer

'Artificial intelligence has become, in fact, a new influencer,' explained Paolo Prestinari, CEO of FattoreDigital - FattoreMamma. 'It contributes to orienting the way people inform themselves and build their opinion on health issues. It is a phenomenon that we can no longer observe as spectators: it must be understood, regulated and valorised.

The aim of the Influences project is precisely to foster a dialogue between the various players in health communication - from clinicians to digital creators - in order to ensure transparency, accountability and fairness of information.

The 'Charter of Good Practices'

During the meeting, the Charter of Good Practices was presented, a shared document that brings together the main national and international guidelines - from Agcom to Iap, up to the Fnomceo and Farmindustria codes of ethics - to regulate collaborations between companies, health professionals and digital disseminators.

"Credibility in healthcare communication can only be built with clear rules and shared responsibilities," commented Pietro Pierangeli, founder and CEO of Honboard. "The Charter represents a first concrete reference to build a common ground between those who treat and those who communicate.

The "Influences Index"

is born

Alongside the Charter, the mapping of Health Influencers, developed by ThatMorning, was also launched: a database that evaluates profiles on the basis of authority, compliance and ethics, summarised in a reliability index called the Influencers Index. A tool designed to help companies and institutions recognise credible influencers, distinguishing them from those who operate without adequate competence or transparency.

"Today the challenge is not only to understand what Ia can do, but how to make it reliable and useful for everyone," stressed Valerio Albertini, Director Business and Operations at Doxa.

Also for Elisabetta Locatelli, a researcher at the Università Cattolica, the key issue is the mediation of knowledge: 'The multiplicity of sources and tools has made the role of mediators - human or artificial - even more central in being able to identify and explain relevant content. Researching the processes of influence is essential to make citizens more aware'.