In a world brimming with wellness apps and AI-driven health advice, you might think technology is the new guru. Yet, a major new survey from McKinsey suggests our trust remains firmly with fellow humans. What's behind this enduring preference?
The Rise of Digital Health
The wellness
industry has undergone a massive digital transformation. The global market is now estimated to be worth a staggering $2.7 trillion, with a significant portion driven by technology. Wearable devices that track our steps and sleep, apps that guide meditation, and AI algorithms that suggest meal plans are everywhere. More than half of consumers now use AI for wellness advice, tapping into its ability to sift through vast amounts of information and provide quick answers. This tech boom promises a future of hyper-personalised, data-driven health, empowering people to take charge of their wellbeing in ways that were once confined to clinical settings.
The Human Connection Remains Vital
Despite the convenience of technology, McKinsey's latest 'Future of Wellness' report, released in November 2026, uncovers a crucial nuance: when it comes to trust, technology still has a long way to go. The survey found that while many people use AI for wellness tips, reliance on healthcare practitioners, friends, and family far outweighs AI chatbots when it comes to actually shaping purchasing decisions. In fact, among consumers who avoid using AI for health advice, nearly half state it's because they prefer human expertise. This suggests that while we appreciate technology as a tool, we aren't ready to replace the trusted guidance of a person.
Why We Still Trust People More
So, what makes human advice so resilient? It comes down to factors that algorithms struggle to replicate: empathy, accountability, and trust. A human expert—be it a doctor, a trainer, or a therapist—can understand context and nuance in a way a machine cannot. They can read body language, hear the hesitation in a voice, and offer encouragement that feels genuine. This human-centered thinking is crucial for building the trust necessary for long-term health journeys. Another recent report noted a strong consumer desire for a blend of digital and personal interactions, with 57% wanting to speak with someone before making a health-related purchase. This desire for connection is a powerful force, even as technology becomes more sophisticated.
A Hybrid Future for Indian Wellness
This trend is especially relevant in India, where a rich history of human-led wellness practices—from Ayurvedic doctors to family wisdom—coexists with a booming digital economy. The findings don't suggest a rejection of technology, but rather an appetite for a hybrid model. Consumers want the best of both worlds. A 2025 survey by Verily found that three quarters of people want an app that delivers personalised recommendations from a healthcare professional, effectively bridging the digital–human gap. The future of wellness in India and beyond will likely involve using technology for tracking data and accessing information, while turning to human experts for interpretation, personalised plans, and the motivational support that builds lasting habits. This aligns with a broader trend where people are seeking more social connection and community in their wellness activities.
