Ad-verse Effects: Pharmaceutical Advertising Shifts Drug Recommendations by Consumer-Facing AI.

内容摘要

Large language models are increasingly used for clinical guidance while their parent companies introduce advertising. We tested whether pharmaceutical ads embedded in the prompts of 12 models from OpenAI, Anthropic, and Google shift drug recommendations across 258,660 API calls and four experiments probing distinct epistemic conditions. When two drugs were both guideline-appropriate, advertising shifted selection of the advertised drug by +12.7 percentage points (P < 0.001), with some model-scenario pairs shifting from 0% to 100%. Google models were the most susceptible (+29.8 pp), followed by OpenAI (+10.9 pp), while Anthropic models showed minimal change (+2.0 pp). When the advertised product lacked evidence or was clinically suboptimal, models resisted. This reveals a structured vulnerability: advertising does not override medical knowledge but fills the space where clinical evidence is underdetermined. An open-response sub-analysis (2,340 calls across three representative models) confirmed that advertising restructures free-text clinical reasoning: models echoed ad claims at 2.7 times the baseline rate while maintaining high stated confidence and rarely disclosing the ad. Susceptibility was provider-dependent (Google: +29.8 pp; OpenAI: +10.9 pp; Anthropic: +2.0 pp). Because this bias operates within clinically correct answers, it is invisible to accuracy-based evaluation, identifying a class of AI safety vulnerability that standard testing cannot detect.