Pharma marketers and ad agencies use genAI for content, insights and regulatory affairs

The trend: From insight generation and content creation to media placement and regulatory reviews, generative AI (genAI) is becoming more connected to every part of pharma marketing.

Editor’s note: This article pulls from our recently published “GenAI for Pharma Marketing” report.

First and foremost: Proficient use of genAI is still nascent in pharma marketing. Only 10% to 15% of pharma marketers said they were highly comfortable with genAI tools like ChatGPT and Microsoft Copilot, in a ZS survey of 60 executives.

But among those using genAI, the tech is helping tailor ads to specific audiences by incorporating local geography references and language changes. And it’s able to do this at scale. 

• Publicis Sapient used its AI platform for a global pharma client to create localized content with language translations, recommended images with cultural appeal, and full end-to-end campaigns.
• It sped up production volume by more than fourfold and saved about 20% in costs based on time savings, per Publicis.

Marketers and agencies are also using genAI to inform and measure campaign decisions.

• 47% of marketers use genAI for data analysis and 38% use it for market research, per a November 2024 Mediaocean survey

GenAI is used in brand assessments, to mine for intelligence from existing data, and uncover insights from call centers and qualitative research transcripts. However, only 13% of marketers plan to use genAI for SEO, according to Mediaocean.