Demographics Correlates and Digital Trust in AI-Driven Health Communication: Insights from Indigenous Communities

The study examined the relationship between demographic factors and digital trust in AI-driven health messaging among indigenous communities in Nigeria, addressing a critical gap in understanding how sociocultural contexts shape engagement with emerging health technologies. The study adopted a cross-sectional quantitative survey among 436 indigenous residents who had interacted with AI-based health communication tools. Stratified random sampling ensured balanced representation of Yoruba, Hausa, and Igbo ethnic groups. It examined the impact of gender, age, education, ethnicity, and behavioural attributes on trust in AI health communication tools (AIHCT). Findings indicate that socio-demographic variables were not statistically significant predictors of trust in AIHCT, though the results were directionally meaningful. Males exhibited higher odds of trust compared to females, suggesting possible gendered disparities in digital exposure and technology access. The higher level of education (tertiary education) and the higher age group (31–50) demonstrated an increased likelihood of trusting AI. Crucially, ethnic differences were discovered, with Hausa and Igbo respondents displaying higher trust levels than other groups. However, behavioural and attitudinal factors were found to be strong and significant predictors of trust in AI. Interpretively, these findings reveal that digital trust is not a static demographic trait but a dynamic cultural process filtered through distinct sub-group identities and relational communication behaviors. The study concludes that while demographic differences shape directional tendencies, behavioural attributes more strongly predict trust in AI-driven health messaging. The authors therefore recommend gender-responsive, ethnically customized, and ethically sensitive AI health communication strategies alongside targeted digital literacy interventions to promote equitable adoption.