There was a time when the term ‘artificial intelligence’ (AI) conjured up images of computers replacing humans in a dystopian future. But as AI has become more prevalent, we have started to recognise the advantages and opportunities it offers through a measured, strategic application.
For some, specifically the creatively minded, AI still strikes fear in their hearts. Some claim it can create dazzling visual worlds, professionally written copy and even full marketing campaigns, all with minimal input from humans. That’s what they promise. And that leaves some creatives wondering what role, if any, they will continue to play in this rapidly evolving landscape. Indeed, the impact of generative AI on creativity itself will be profound and it’s not hyperbole to say that our roles as scientific storytellers will be forever changed.
But some of us don’t fear that AI will replace the human element; at HCG, we think it can empower it. Never have we had such powerful tools at our disposal, with so much potential for positive benefit to humanity.
At HCG, we’re already harnessing AI to accelerate the impact of science. This includes landscape monitoring and insight generation across everything from publications and social media to personalisation of digital content and content reviews prior to medical and legal submission. As part of Omnicom Health Group, we have access to an incredibly powerful suite of healthcare AI tools, known as Healthy.AI, that make it possible to be at the forefront of the AI revolution with responsible and compliant use.
AI offers the perfect bridge between scientific data and creative storytelling. It can fuel creative thinkers and strategists. It can help deliver tailored, data-driven content to resonate with healthcare professionals (HCPs) in novel and exciting ways. Never before have we had so much power to shape the creative future of medical communications. The change before us is ours to make; the impact is ours to define.
AI today, AI tomorrow – and why humans matter
Today, AI is changing how we approach medcomms; from summarising complex clinical data to customising content based on audience preferences, location and communication channels. It’s enabling more targeted, efficient and personalised approaches across the industry.
What does it mean to be smarter creatively? Our goal with AI is not just to do things better – it’s to do things that were not possible before.
AI’s role as a co-creator gives us a sophisticated brainstorming and visualisation partner, supercharging our talents and minds. We can generate consistent, brand-focused imagery with increasingly precise abilities to fine-tune results.
Historically, advertising has always tried to connect with the widest possible audience. What if we could speak to an audience of one? AI-driven insights enable targeted, impactful content, tailored to each HCP’s specialty and preferences. AI can parse large data sets and define unique customer profiles based on behavior, allowing designers to move beyond one-size-fits-all messaging.
Tomorrow, we’ll create content customised for individual HCPs, bringing data visualisations, clinical imagery and treatment overviews to life. But how will we make sure these customised stories resonate globally with cultural nuance? Even the best headline will fall flat if lost in translation. AI will make localisation efforts the norm rather than the exception, all built to align with local practices and regulatory standards. Tomorrow, we’ll have robust tools to predict trends, optimise contents and even suggest improvements to messaging in real-time.
We don’t believe the future of AI will be dystopian, because AI will never replace the human touch. But just as our industry has evolved with each innovation, it is important to harness and master these tools to accelerate the impact of science, and to boldly define the healthcare communications landscape at the convergence of people, purpose, science and technology.
