Patient concern over AI receptionist ‘Emma’- what you need to know.

Blog - 10 July 2026

Has your GP introduced a new AI receptionist called Emma? Are you reluctant to speak to her? Well you aren't alone- Healthwatch Rotherham have been talking to many local residents who have all experienced frustrations with the new system. Whilst Emma has not yet been introduced at every Rotherham GP, the roll out is expanding. In consideration of issues such as digital exclusion and reasonable adjustments, this is what the implementation of the AI receptionist could mean for you.
a photo of a healthcare professional sitting on a table with a patient. on the table is a clipboard, tablet and medication

The intention of Emma was to make it easier for patients to book appointments with their GP by reducing the amount of people waiting in hold queues to speak to a receptionist. Whilst for some this has been a positive experience, unfortunately this has not been universal. The feedback Healthwatch Rotherham has received from local residents highlights issues such as digital exclusion and communication issues. One local told us ‘I could never get it to understand me, I ended up just hanging up and not bothering to try and book an appointment’, exemplifying just how frustrating the new system can be to communicate with as, unlike a human, it does not respond well to variations in speech such as regional accents or those with speech impediments. The result of these difficulties comes at a cost to the patients who are left feeling unable to contact their GP without experiencing stress and frustration. 

Concerns around Emma are furthered when considering people who are less confident using digital technology or who need additional support because of a disability. These patients risk being excluded fully from booking a GP appointment via telephone simply because they do not know how to get around using Emma. However, It's important to remember that GP practices still have a legal duty to make reasonable adjustments for patients who need them! If using an AI receptionist is difficult for you, you can ask your practice what alternative ways are available to access services. This might include speaking to a member of staff, receiving support to make your request, or using another communication method that better meets your needs. 

What you can do

  • Ask to speak to a human. Often this triggers you to be put in a hold queue for the human receptionist.
  • Make a complaint to your GP practice manager. Often, the practice manager can give you the exact process to go through to get an appointment via human communication and log the dissatisfaction at the AI service.
  • Go into your GP surgery, this process ensures you can speak to a human in a timely manner.
  • If you require reasonable adjustments for booking or keeping track of your GP appointments, speak to a receptionist. Legally, reasonable requirements have to be made for you so you can receive fair and equal access to healthcare. 

As more GP practices introduce AI receptionists like Emma, it's essential that no one is left behind. Technology should make accessing healthcare easier, not create new barriers. Healthwatch Rotherham will continue to listen to local people's experiences and work with NHS partners to ensure that everyone's voice is heard.  If you require any further information or help with navigating the use of Emma, please do not hesitate to contact us! 

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