What's behind that?

This year in particular, We saw over a 10-point drop compared to the 2025 report, the special report Trust in Health, in confidence to make health decisions.

So the confidence to make a decision plummeted and continues to decline.

Even if you feel healthy or characterize yourself as healthy and engage in your health, you're very at a loss of how to make those decisions.

And so we are seeing that the trust in various different groups They're listening to a lot of voices, whether they believe in two or more of the divisive claims or not, but especially that audience, that 70%.

And so they're trusting a lot of different voices.

They're searching actively on AI, traditional search, social, friends and family.

So knowing that AI is out there, how important is it for organizations in their PR program be looking to be showing up in these large language models?