Like the switch from silent movies to talkies, from black and white to colour TV, low resolution to high definition, AI has graduated from being a procurer of efficiencies to seemingly an enabler of unimagined possibilities.
The race to harness and exploit generative AI (GenAI) in healthcare is at a feverish state, with agencies and pharmaceutical companies building platforms and creative departments plundering dictionaries for fancy brand names.
It’s been progressing through ever-advancing digital tools and capabilities over the last decade, but now it appears to have reached an inflexion point where the natural hesitancy at the heart of healthcare has been jettisoned.
The market for GenAI is expected to rise from $1.1bn to £17.2bn by 2032 as it ignites an iris-popping firework display of insights, pathways and engagements across a spectrum engulfing HCPs, patients, pharma field forces, industry strategists and public policy.
Expect to see the word ‘pivot’ a lot more in company literature, but now it is justified rather than a cover-up for the mundane. The global agency Havas is investing €400m over four years for its new AI product suite, pledging to become an ‘AI-driven organisation fuelled by human ingenuity’. It is a proper pivot.
Read the article in full here.