Rethinking physician–patient communication: exploring physicians’ use of AI in healthcare: a dual-factor perspective

Ali Alshaher and Marwan Ali

Innovation & Management Review, 2026, vol. 23, 251-270

Abstract: PurposeThis study aims to identify the physicians’ intentions to use artificial intelligence (AI) in order to provide digital information to physicians about their patients by the Unified Theory of Acceptance and Use of Technology 2 and QSB theories.Design/methodology/approachTo collect the necessary data, an electronic questionnaire was designed to survey 789 physicians working in Iraqi clinics and healthcare institutions. To analyze these data, a structural equation model was used using the AMOS.26 program.FindingsThe results revealed the importance of the study model in using AI technology in communication between physicians and patients.Research limitations/implicationsIt is concluded that communication between physicians and their patients should be based on the use of AI technology, as the vast majority of physicians surveyed supported this. This indicates the need to use AI technology and its digital tools in physicians’ performance of their healthcare tasks (consultations, examinations) and, consequently, in providing treatment to patients. Furthermore, this study is not without its limitations, namely its focus on AI. Thus, it should focus on other digital technologies.Originality/valueThis research provides innovative value by bridging the digital transformation gap in digital healthcare systems for patients. It is the first study in Iraq to re-establish communication between physicians and their patients. This study explains the importance of using digital technologies, such as AI, in providing healthcare to patients from a dual-factor perspective (motivation and inhibition), thus contributing to bridge the emerging gaps in healthcare services provided to patients.

Keywords: Artificial intelligence; Physician–patient communication; Use of health technology; UTAUT2; QSB (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eme:inmrpp:inmr-10-2025-0252

DOI: 10.1108/INMR-10-2025-0252

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