Signal Benefit Systems places AI at research and early diagnostics, not at the decision

Summary

Marcin Fojudzki, a management board member at Benefit Systems, describes where AI fits in consumers' health journeys. His company operates in six European markets and is best known for corporate sports and fitness subscriptions. He sees AI as powerful at the start of the journey, well suited to research, early diagnostics, and widening the range of options. When consumers actually act, however, he says proven expertise from specialists in health, diet, and physical activity matters most. That is followed by social proof from friends, family, and others whose views the consumer values.