This forward-looking white paper explores how foundation models and autonomous AI agents could transform consumer health discovery, trust, and commerce. It outlines a shift from search-based interactions to persistent AI health advisors capable of observing, reasoning, and acting on behalf of consumers. The report examines implications for e-commerce, advertising, regulatory oversight, and evidence transparency. It emphasizes that brands investing in structured data, robust clinical evidence, and AI-ready systems will be best positioned in a future where AI agents act as gatekeepers shaping consumer decisions and health journeys.

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