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Artificial intelligence has taken the world of pharma marketing by storm, transforming many processes, such as content creation, publishing, and review. However, it’s never enough just to start using some tools and call it a day. When it comes to AI in pharma marketing, it’s crucial to understand how exactly you can make technology a part of your data-driven strategies and what benefits it can bring you.
In this episode of Pharma Talks, Nataliya Andreychuk, CEO and Co-Founder at Viseven, Thomask Mrosk, Founder & Managing Director at ctcHealth, and Manuel Mitola, Partner & Head of AI Consulting at ctcHealth, sat down for an important discussion of AI literacy in pharma. What does it mean to be AI literate? And how can we truly leverage AI beyond automation and well-known tools like ChatGPT? Let’s explore this topic today.
Use cases for AI are often highly subjective and just knowing what a use case isn’t enough — we need to understand how to get the most value from it.
Thomas explained that companies typically leverage AI in pharmaceutical marketing in two ways: to boost productivity or to enhance intelligence. When it comes to AI, one of his favorite approaches is starting small. “Many organizations are now investing in the infrastructure needed to access large language models (LLMs), often via platforms like Microsoft. There are increasing opportunities to build AI agents that can take over routine tasks and reduce manual workload,” Thomas shared. “This is something I am particularly passionate about, and I see great short-term potential. I believe AI’s capabilities will expand even further in the long run.”
Manuel agreed and noted how AI agents and virtual assistants have been a hot topic in recent months. He highlighted the shift toward what’s known as the “agentic approach,” where AI is used for clearly defined purposes. “This essentially means creating small, specialized AI teams to handle specific tasks. In an industry like pharma — where precision and specialization matter — this approach is especially powerful,” said Manuel. “AI tools like Copilot and custom GPTs are becoming more popular and getting better feedback than they did just a few months ago.” He emphasized that we are steadily moving in a more agentic direction.
Manuel also echoed Thomas’s point about using AI to boost intelligence. AI excels at analyzing large volumes of data, helping uncover new AI-powered insights or perspectives, and offloading work that people typically find tedious. These kinds of use cases, especially when applied in pharma, show strong potential for value creation.
When asked whether AI — especially agentic AI — might end up doing most of our work, such as social listening or analyzing interactions across channels, Thomas expressed caution. He explained that it’s impossible to predict exactly where things are headed. While some imagine a future where AI handles nearly everything, he doesn’t fully subscribe to that vision. Domain expertise, he emphasized, is still critical. “Rather than replacing humans, AI currently serves to augment their work. We’re guiding AI agents, not just handing over control. This has significant implications for workforce planning and the kinds of capabilities organizations need to build,” Thomas shared.
As the conversation continued, Nataliya noted that these were intentionally provocative questions — meant to spark discussion about what’s next.
The conversation turned toward the humanization of AI, and speakers reflected on the growing potential of agent-based tools in marketing and pharma.
Manuel noted that AI is becoming increasingly human-like. The responses of large language models (LLMs) are sounding more natural and conversational. From his perspective, the real value lies in the ability of AI — particularly agents — to increase productivity and improve customer experience. “What’s especially promising,” he said, “is the possibility for people without technical or development backgrounds to use their domain and industry knowledge to build solutions powered by AI.” Tools that enable marketers to act quickly and flexibly, especially no-code platforms for creating AI agents, could be a true game changer.
“Humanization becomes even more visible as we start interacting more regularly with AI agents. The way we handle training and change management is about to shift dramatically. These agents aren’t just useful because they’re smart,” Thomas pointed out. “They create a safe, always available, and increasingly personalized environment for users. This opens up unprecedented support for the workforce.”
As a marketer, Thomas said he’s particularly excited about reaching the long-held dream of hyper-personalization: targeting the right customer with the right content in real time. AI is finally bringing this vision within reach. Within the next two years, he believes hyper-personalized AI pharma marketing will become the standard. Consumers will benefit too, as they begin to receive content that’s more relevant and tailored to their needs.
He also highlighted how pharma marketing AI will support regulatory tasks. “With content production scaling up by 10x or even 100x due to hyper-personalization, tools will be essential to streamline MLR (Medical, Legal, Regulatory) review processes,” Thomas explained. “In this context, AI won’t just accelerate marketing — it will help manage compliance too.”
Nataliya echoed this optimism but emphasized that having a solid strategy is the key to navigating this fast-changing landscape. Technology is evolving so rapidly, sometimes even week to week, that it’s easy for marketers to feel overwhelmed or lose direction. That’s why strategic clarity matters more than ever.
With so many AI tools now available, companies need to choose wisely. If, for example, a company decides to focus on accelerating clinical trial documentation using AI, it may achieve results in months rather than years. Similarly, content creation is no longer separate from MLR processes; AI tools today can already support claims, references, and compliance checks within a single workflow.
She concluded by saying that pharma now has a rare opportunity: to find the right strategic partner — one that is flexible and deeply understands industry regulations. With this kind of support, companies can truly embrace acceleration and transformation.
Nataliya will continue the conversation with the following question: “If your marketing budget doubled tomorrow, but you could only spend it on AI tools, how would you spend it?”
Manuel pointed out that it really depends on the time of year, the specific market, and budget constraints — having double the budget only on AI tools can feel like both good and bad news. “Joking aside, when thinking about investing in AI, the first priority should be literacy. There’s research suggesting that if people use AI without knowing how to use it properly, their performance can actually decline. One of the biggest mistakes organizations can make is giving AI tools to employees who aren’t prepared to use them. Instead of boosting efficiency, this can have the opposite effect. For that reason,” Manuel said, “I would heavily invest in AI training and education programs, because the real power of AI lies in the synergy between humans and technology.”
Thomas built on this, saying that if companies are serious about AI, they shouldn’t just double their marketing budgets — they should triple or even quadruple them. He stressed that AI is today’s most important investment. However, like Manuel, he warned that without bringing the organization up to speed, those investments might go to waste. You can spend millions, but without proper alignment and training, you won’t see results.
He also highlighted the importance of change management, pointing out that what we’re experiencing is a deep transformation. There’s even a generational difference to consider: younger employees are often more tech-savvy, while others may need more time and support to adapt to new tools. Still, Thomas emphasized that transformation is possible for everyone and that today’s foundational investments in AI can fundamentally change the future of pharma digital marketing.
If organizations increase AI literacy and invest in education at every level, they’ll uncover areas where AI can accelerate progress and deliver real value. Nataliya concluded the conversation with a powerful truth: “High-performing businesses are focused on one thing: improving outcomes and giving humanity a better chance to thrive.” By using AI to speed up processes, foster continuous learning, and support the generation of critical new ideas, we can push ourselves and society forward.
If you would like to learn more about artificial intelligence in pharma marketing and how AI agents can enhance your efforts, let us know. Our experts will provide you with all the important knowledge, as well as a demo of a new AI agent eVa by eWizard.
This is all for today but stay tuned for more insights and industry secrets from the pharma leaders in the upcoming episodes. See you soon!
