Role of AI and Big Data in Prescription Patterns: Understanding How AI-Driven Decision Support Systems Impact Physician Prescribing Behavior

The integration of Artificial Intelligence (AI) and Big Data analytics in healthcare has transformed physician prescribing patterns by offering data-driven insights, predictive analytics, and evidence-based recommendations. This qualitative study explores how AI-driven decision support systems (DSS) influence physician prescribing behaviors, improve patient outcomes, and mitigate risks associated with traditional prescription methodologies. Through in-depth interviews and thematic analysis, this paper identifies the key factors influencing AI adoption, its benefits, challenges, and ethical considerations.