Thorne Survey Compares Consumer Trust in AI, Influencers, and Credentialed Experts

Thorne released the second edition of its annual Wellness Compass research report on November 12, reporting that 50% of surveyed US consumers now trust AI tools for wellness advice, up 6 percentage points from 2025, while 73% trust human experts more than AI.¹ The report, titled The Wellness Clarity Gap, also found rising skepticism toward the credibility of supplements.²

How Was the Survey Conducted?

Research firm Censuswide surveyed 3,004 US consumers from October 2 to 7, 2026. The sample included 1,000 nationally representative adults plus 1,004 additional Gen Z and 1,000 additional Millennial respondents. Thorne compared the results with a 2025 wave of 3,013 adults surveyed in late October of that year.

What Did Consumers Say About AI and Expertise?

Thorne reported that 78% of respondents believe too many people claim to be health or wellness experts, and 62% trust lived experience over formal training when judging health advice. When sources conflict, 34% turn to their healthcare provider and 6% choose AI as the source they are most likely to trust. Healthcare practitioners remain a key resource for deciding which action to take (46%), while 26% use AI to interpret health information, and 22% use it to help determine next steps. Thorne also reported that 39% trust influencers for wellness advice (46% of Gen Z), and 33% said some influencers earn more of their trust than their healthcare provider (41% of Gen Z).

Asked what earns trust, 48% named advice from qualified healthcare professionals or credentialed experts, 44% named clinical evidence or credible scientific sources, and 36% named real-world experiences and testimonials. Thorne said the balance differs by age: 68% of Boomers cited qualified expertise, compared with 48% of Millennials and 44% of Gen Z.

What Does the Report Say About Supplements?

Compared with 2025, more respondents expressed doubt about supplements, with agreement that they are a scam rising from 24% to 35% and the view that they ineffective rising from 20% to 31%, according to Thorne. Nearly half of respondents (45%) did not feel confident about choosing supplements for themselves, and a slight majority (54%) said they would like more personalized direction.

Expectations about timing also varied. Among Gen Z respondents, 44% believe supplements should start working immediately, compared with 18% of Boomers.

Separately from the survey data, the report includes a four-step framework for readers on evaluating wellness information. It suggests, for example, weighing the qualifications, experience, and transparency of those giving advice, and says popularity and confident language are no substitute for evidence. When evaluating supplements, it adds, independent testing, certifications, and verification programs can provide additional assurance about product quality. Thorne states that the framework is educational and is not intended to replace personalized medical advice, diagnosis, or treatment.

How Do Consumers Gauge Results?

Within 3 months of a health or wellness change, 31% of respondents said they had reached a specific goal and clearly recognized progress. Nearly half (45%) judged results by how they feel, 39% by physical changes, 27% by clinical tests or biomarker data, and 22% by wearable or app data.

Half of respondents (50%) said they become easily overwhelmed when working out what is best for their health, and a clear, personalized plan was the most selected form of support across generations. Younger respondents reported more difficulty acting on information. Gen Z was nearly twice as likely as Boomers to state difficulty interpreting health information (26% vs. 14%), and more than twice as likely to be unsure what to do next (21% vs. 10%).

How Does Thorne Position the Findings?

Colin Watts, Thorne’s CEO, said, “We have more information about our health at our fingertips than ever before, but information alone doesn’t tell us what to do with it. AI is already transforming how people access and interpret health information, but its value depends on the quality of the science and expertise behind it.”

Thorne said its commitment to helping consumers make informed health decisions also extends to Taia, its AI-powered wellness advisor, which the company says draws on its scientific expertise, practitioner relationships, and product knowledge to suggest personalized supplement recommendations.

References

1. Thorne. Thorne’s annual Wellness Compass reveals what consumers need to turn health information into action. November 12, 2026. Accessed November 11, 2026.
2. Thorne. The Wellness Compass 2026: The Wellness Clarity Gap. 2026. Accessed November 11, 2026.