Building Answer Engine Trust : A Perspective on Entrepreneurial Healthcare Marketing in the Generative AI Era
Authors
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Maulik Patel
Senior Regional Scientific Manager (Corresponding Author), Ambrosia Nutrition Pvt. Ltd., 215, Dimple Arcade, Thakur Complex Rd, Gayatri Nagar, Asha Nagar, Kandivali, Mumbai, Maharashtra. & Research Scholar, Rushford Business School, Blegistrasse 15, 6340 Baar, Switzerland
https://orcid.org/0009-0005-6230-1903
DOI:
https://doi.org/10.17010/amcije/2026/v9i1/176105Keywords:
answer engine trust capability; AI-mediated discovery; digital health; entrepreneurial legitimacy; generative artificial intelligence; patient trust; representation risk.JEL Classification Codes : I11, L26, M31, O33
Abstract
Purpose : Traditional search engine optimization was becoming less effective, as Generative Artificial Intelligence changed patient search behavior and the way information was discovered, thereby challenging conventional approaches to entrepreneurial visibility. This perspective paper examined the impact of AI-driven discovery on digital visibility, patient trust, and business legitimacy and highlighted the capabilities required to navigate emerging risks surrounding content and representation.
Design/Methodology/Approach : This perspective paper introduced answer engine trust capability, a venture-level capability that incorporated evidence and clinical validation, authority and attribution, contextual information structuring, responsible communication, and continuous monitoring and correction.
Findings : Healthcare ventures could not fully control what external answer engines retrieved or synthesized; therefore, increasing the credibility, provenance, and governance of the information released by ventures emerged as an important entrepreneurial requirement.
Practical Implications : Rather than focusing primarily on discoverability and conversion goals, AETC emphasized justified trust, accountable representation, and responsible patient acquisition, and provided an actionable framework for sustaining entrepreneurial growth in health-product markets where representational control had diminished.
Originality/Value : The paper's originality lay in moving the debate from SEO as a visibility tactic to AETC as an entrepreneurial capability.
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