If 2024 saw an unparalleled acceleration in the wider public’s awareness of AI, then 2025 will be the year when its practical application becomes mainstream.
According to a 2024 Elsevier report, more than 80% of pharma marketing and medical affairs teams are either already working with AI or actively considering using AI technology. It is perhaps unsurprising to see pharma ahead of the curve, given its track record of early adoption of technologies such as wearable devices, telemetry and interconnected electronic records. (Before we become too complacent, it is worth noting that the term ‘early adopter’ is relative here. The first neural network mathematical model was developed in 1943, and the birthplace of AI is widely considered to be the Dartmouth Conference held in 1956.)
The possibilities are endless, particularly in analytics and repetitive administrative tasks that must be completed quickly, consistently and accurately.
AI can also be used for more creative work. Content generation and optimisation, for example, can be easily automated, from copy and images to audio and video. This enables companies to maintain consistency, relevance and speed to market across channels. With the right AI, repurposing content and achieving regulatory approval becomes significantly quicker and less resource intensive.
AI as a tool, not a replacement
AI is not an infallible replacement for the human worker. At Kanga, we believe that when used well and responsibly, AI can be a powerful tool in the modern pharma marketer’s arsenal. One of the most consistent pieces of advice in the often-inconsistent field of AI speculation is:
‘You will not be replaced by AI. But you will be replaced by someone who knows how to use AI.’
Consequently, organisations and individuals who don’t want to get left behind embrace AI with admirable but often unfocused enthusiasm. This can mean losing the caution necessary to use AI compliantly in a highly regulated industry such as pharma.
Here, we examine the opportunities AI offers pharmaceutical marketers and discuss ways to address some of the challenges.
Read the article in full here.