Only two nations in the world allow drug advertising directly to the consumer-- New Zealand and the United States. Harnessing artificial intelligence (AI) to empower patients is a delicate balancing act of medicine and marketing. Any internet search will draw results. Analyzing the technology behind the top-ranked results reveals true motive. How can we protect patients? How should we teach the most vulnerable populations? AI is changing the interface between clinicians and their patient market. Let's examine the possibilities together.