How AI and social media are shaping the future of HIV care

Artificial intelligence (AI) and social media have become essential parts of our lives. From using Google Maps to curating playlists on Spotify and streaming shows on Netflix, many applications are fully integrated with AI capabilities. Beyond their entertainment and convenience, these technologies have significant potential for healthcare, particularly in the field of HIV prevention. 

At the recent HIV Research for Prevention (HIVR4P) conference in Peru, researchers shared how they are leveraging AI and social media for HIV prevention. 

Social media for HIV prevention in the Philippines 

In the Philippines, the community-based organisation LoveYourself Inc. has transformed social media engagement into concrete HIV prevention action. Recognising the diverse needs of different groups, they tailor their campaigns specifically for men who have sex with men, gay and bisexual men, and transgender women. For example, the campaign #MenOfPrep targets men who have sex with men with information on Pre-exposure Prophylaxis (PrEP), while #QueensOfPrep caters to transgender and gender-diverse individuals. Another campaign, #SummerFanCollab, created a buzz on X (formerly Twitter), delivering more provocative messaging to engage its audience. 

Through these campaigns, LoveYourself Inc. reached around 5 million unique engagements, enrolling over 17,500 clients in PrEP services with a retention rate of 85%.  

The organisation also partnered with influencers from the sports and beauty industries – figures popular within the LGBT+ community – to extend their outreach. These influencers, ranging from "macro" influencers with over 10 million followers to "micro" influencers with smaller but more engaged audiences, helped direct people to the appropriate HIV services. Monthly, these efforts generated over 2 million unique engagements, with 85% of LoveYourself Inc clients first learning about the organisation online. 

Boosting PrEP uptake via social media for Latino gay and bi men in the US 

In Atlanta, Georgia, the Creamos Project aimed to increase awareness of HIV services among Latino gay and bisexual men, a group that faces significant barriers to accessing PrEP. Key challenges include the lack of reliable Spanish-language information about PrEP and limited confidence in navigating healthcare systems. 

To address these issues, Creamos launched social media campaigns across platforms such as Facebook, Instagram, Grindr, and TikTok, specifically targeting Spanish-speaking users. Over three months, the campaign garnered 350,000 impressions and nearly 5,000 clicks, resulting in a click-through rate of 1.42%, which is much higher than the U.S. average of 0.9%. Among those who clicked on the ads, 157 individuals provided their contact details for peer navigation, leading to 70 enrollments in the program within that timeframe. 

Participants rated the campaign and peer navigation efforts very positively, achieving an acceptability score of 4.8 out of 5, indicating excellent usability. A total of 73% of participants requested a link to PrEP services while referrals were made within a day and 68% of the participants successfully connected to PrEP care. 

AI advancing HIV prevention in Ukraine 

AI has become a game changer in the HIV response in Ukraine where the healthcare system has come under increasing pressure due to the ongoing war. The Alliance for Public Health has used AI to provide HIV information, identify new HIV cases and improve service delivery. 

One example is the use of a virtual outreach worker, known as the eSocial worker. At a time when many Ukrainians were seeking refuge in bomb shelters, the AI-powered eSocial worker provided vital information on HIV, hepatitis, and preventive measures. Branded as "Twiin" this digital assistant has a vast knowledge base covering sexual health, harm reduction strategies, and HIV. It offers a personalised experience, allowing users to choose from four distinct characters – Mykhailo, Sofia, Sasha, and Illya – each representing unique life experiences.  

Beyond virtual outreach, AI has also played a crucial role in improving HIV case detection. Previously, the Alliance relied on community-wide testing, but positivity rates had fallen to as low as 1-2%, suggesting that testing services were not reaching the right peopel.  

To address this, the Alliance began using AI algorithms to analyse data such as test results, frequency of healthcare visits, drug use history, and social factors. By identifying high-risk networks of individuals – particularly those engaged in drug use – AI improved the likelihood of finding new HIV-positive cases. By March 2024, AI-guided case identification had reached an 8% positivity rate, doubling the 4% rate achieved through social worker judgment. 

The Alliance also plans to use AI to manage and analyse data from a platform called DHIS2, which tracks every HIV prevention service provided. Each time a syringe is distributed, a rapid test is performed, or condoms handed out, the data is recorded in real-time. AI uses these data points to predict emerging HIV cases and assess individual risk levels, helping service providers deliver more targeted care. AI’s predictive power also helps determine whether someone is likely to adhere to treatment, enabling healthcare workers to intervene early and provide the support needed.  

What does this mean for health services?

While these digital tools offer incredible potential, they must be developed with the needs and preferences of communities in mind. Tailoring campaigns to resonate with specific populations, using trusted communication platforms, and training messengers who reflect the identities of those needing services are essential. Data privacy and rights concerns must also be considered. Ultimately, integrating AI and social media into community, clinic, and policy-based interventions could be key to achieving lasting results in the global fight against HIV.