AI SKIN CANCER detection apps were valued more highly when supported by a teledermatologist, although physical dermatologist consultations remained the most highly valued option, according to a Dutch survey-based study. The findings provide insight into how members of the general population value artificial intelligence (AI) based tools for skin cancer risk detection and the factors that may influence their adoption.
Researchers conducted a survey-based mixed-methods study embedded within a randomised controlled trial in the Netherlands. Between August 2022 and February 2023, 11,621 individuals were invited to participate, with 1,953 completing the questionnaire.
Participants had a mean age of 58.4 years, 57.6% were female and 95.4% self-reported a light skin type. Almost half of participants had a high educational level, while 79.4% had previously used an app.
The questionnaire assessed willingness to pay for three hypothetical approaches to skin cancer risk detection: an AI based app alone, an AI app combined with teledermatologist involvement, and a physical dermatologist consultation.
The median willingness to pay for AI skin cancer detection was €5 when the technology was used alone, compared with €20 when a teledermatologist was involved. This difference was statistically significant (p<0.001).
However, participants placed the greatest monetary value on a physical dermatologist consultation, with a median willingness to pay of €50. This was significantly higher than willingness to pay for both AI alone and AI combined with teledermatologist involvement (p<0.001).
Increasing age was the only participant characteristic positively associated with willingness to pay across all three scenarios.
Qualitative analysis also indicated that similar monetary valuations could reflect different perspectives. Lower willingness to pay could be associated with limited trust in AI or a perception that the technology offered little additional value. It could also reflect the belief that healthcare services should be freely accessible.
The findings suggest that AI skin cancer detection may be more highly valued when combined with access to a teledermatologist, although clinician involvement remained less highly valued financially than an in-person consultation.
The researchers noted that willingness to pay did not necessarily represent how important participants considered a service. Different underlying reasons could produce similar valuations.
Further research could investigate which features of AI based skin cancer detection apps users value most and how these technologies could improve engagement. The findings highlight the importance of considering trust, perceived value and clinician involvement when developing and implementing digital dermatology tools.
Reference
Gregoor AMS et al. Willingness to pay among individuals from the Dutch general population for artificial intelligence based apps for skin cancer detection: a survey-based mixed-methods study. Br J Dermatol. 2026;DOI: 10.1093/bjd/ljag327.
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