Health Insurance Literacy Among Young Adults: The Role of Search Generative Experience and AI

Abstract

Despite global recognition of health as a fundamental human right, disparities persist due to gaps in Health Insurance Literacy (HIL). This study investigates HIL among young adults, focusing on their search behaviors and the impact of Search Generative Experience (SGE) and Generative AI. Participants displayed skepticism towards sponsored ads, preferring unbiased sources on government websites. Brand familiarity, notably with Blue Cross Blue Shield (BCBS), also influenced decision‐making. Engagement with SGE for simplified explanations suggests its potential to impact HIL. Transparent and user‐centered interventions are crucial for improving HIL, contributing to more informed healthcare decisions and reduced disparities in access to care.