"AI’s potential in healthcare is ultimately about whether it can make people healthier and help them to take meaningful action."
- Emile Stipp - Vitality AI
New data from Vitality has found an increase in member engagement with preventative care and healthier behaviours following the introduction of its AI-driven personalisation last year.
Vitality AI was launched in November 2025 and has since started to be rolled out globally. Personalised steps, launched in the UK in July of this year, is Vitality’s first introduction of Vitality AI in the UK.
Vitality AI combines Google Cloud's AI and data science technologies, including Gemini Enterprise and Google’s Gemini models, with Vitality's dataset of 2,800+ health and behavioural dimensions, to analyse an individual's health profile, lifestyle, and risk factors. It generates personalised insights at a 99.2% accuracy rate based on doctors' review.
Vitality’s data reports that in one market, members receiving personalised, AI-driven recommendations were 3.3x more likely to complete a mental wellbeing assessment, 2.7x more likely to complete an online health review and 1.4x more likely to complete a colorectal cancer screening.
97% found their AI reports useful, with the likelihood of acting based on the recommendation rated 8.8/10, rising to 9.32/10 with localised incentives.
In another market, members who were part of groups receiving personalised, AI-driven recommendations were 2x more likely to do a dental screening, 1.3x more likely to do a biometric screening and 1.2x more likely to visit their primary care doctor.
A group of members who were previously not exercising adequately and who registered on a programme to improve their exercise increased their physical activity. Those completing the personalised steps programme sustained an average 40% increase in daily steps, while high-BMI participants achieved a 200%+ increase in physical activity.
Participants who improved their sleep gained more than two additional hours per week on average, while maintaining good habits or improving a sleep habit were associated with 5% and 7% lower in-hospital claims, respectively. Meanwhile, 87% of coaching participants presenting with extreme stress reported improved wellbeing.
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Vitality reports that personalised recommendations and incentives also drove an estimated 23,302 additional cancer screenings in 2025, leading to 219 additional detections and an estimated six deaths prevented.
A £23 incentive increased the likelihood of cholesterol testing by 52%, while smaller rewards of £14-£18 managed to encourage cervical and colorectal cancer screening and GP visits for emerging health risks.
Vitality data in the US showed engaged clients recorded an average 4% reduction in healthcare claims costs, delivering a 180% return on investment, while members achieving a higher Vitality status demonstrated 15% lower overall risk-adjusted claims costs.
The platform also recovered an average of 4.4 productive days per employee per year, equivalent to annual savings of £790 per employee.
"AI’s potential in healthcare is ultimately about whether it can make people healthier and help them to take meaningful action," Emile Stipp, CEO of Vitality AI, said.
"Through our partnership with Google, we’ve shown that AI’s impact on healthcare is no longer a promise but a proven differentiator. We’ve seen members take screenings they would have skipped, build and sustain healthy habits, and take meaningful action to improve their health."
Arun Thiyagarajan, CEO at VitalityHealth UK, added: "These findings show the power of personalisation to help people take meaningful action to improve their health. The opportunity with AI is to take that further, enabling us to make the support, recommendations and incentives we provide increasingly relevant to each individual.
"For our members, that means helping more people engage with their health, take preventative action and build healthier behaviours over time."
