NEWS

Gen X and Millennials Turn to Health AI as Caregiving and Cost Pressures Rise

October 6, 2025

As healthcare costs climb and caregiving responsibilities multiply, a new PwC survey shows Gen X and Millennials leaning on technology — especially AI-driven health tools — to cope with the growing strain.

The data underscore a generational pivot toward digital care navigation, symptom-checking, and virtual support at a time when many Americans are squeezed between raising children, caring for aging parents, and keeping up with rising premiums and out-of-pocket costs.

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The Caregiving Squeeze

Members of Gen X and Millennials now make up the bulk of the “sandwich generation,” caring both for older relatives and younger dependents. That double load, combined with ongoing inflation and healthcare workforce shortages, is pushing many to seek faster and more affordable ways to access care.

In PwC’s latest Healthcare Consumer Insights Survey, more than half of respondents said they worry about losing insurance or being unable to afford medical bills if employment changes. Among Gen X and Millennials, those concerns spike even higher. Cost is now the leading barrier to seeking care — a pressure that’s reshaping how consumers engage with the system.

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AI Adoption Rises with the Pressure

Younger adults are meeting these challenges by embracing technology. According to PwC’s findings, more than 70 percent of Gen X and Millennial consumers are already using — or open to using — AI-supported diagnostic tools, compared with just over half of all adults surveyed. Roughly the same share say they would use AI to help them navigate the healthcare system, schedule appointments, or manage prescriptions.

Their reasons are pragmatic: convenience, speed, and cost-effectiveness. With limited time and limited budgets, younger consumers see AI as a complement to — not a replacement for — traditional care. The tools help them triage symptoms, find in-network providers, or flag preventive screenings without waiting weeks for an appointment.

This shift dovetails with broader adoption of digital health apps and retail-based clinics, particularly among tech-comfortable consumers who want to stay proactive about wellness. In contrast, older generations still show stronger attachment to in-person visits and traditional physician relationships.

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Market Implications

For the healthcare industry, these generational differences signal an important inflection point. Systems, carriers, and med-tech innovators are facing market pressure to deliver hybrid models that blend digital convenience with human oversight. Consumers increasingly expect care that is personalized, on-demand, and financially transparent — and they will gravitate toward providers who can deliver it.

This trend also has implications for workforce planning and liability coverage. As AI and automation enter more clinical and administrative workflows, organizations must address new risk categories — from data privacy and bias to diagnostic error and professional accountability.

At the same time, the business opportunity is clear: tech-enabled care navigation can improve patient satisfaction, reduce administrative overhead, and alleviate provider burnout. Payers and brokers who understand these dynamics can help clients evaluate which AI tools create genuine value rather than additional complexity.

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The Bottom Line

The next generation of healthcare consumers is digitally fluent, time-poor, and under pressure. For Gen X and Millennials, AI isn’t a futuristic idea — it’s an immediate response to the everyday realities of caregiving, affordability, and access.

The challenge for the industry will be to integrate these tools responsibly, preserve trust, and ensure that innovation actually lightens the load for patients and professionals alike.

As healthcare evolves, one question looms large: can technology make care simpler, not just smarter?