By. Erica Dingeman

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AI has become a hot topic and as technology advances, our ability to leverage and understand data through tools and “bots” continues to evolve. Being able to dissect data sets, quantitative and sometimes qualitative in nature too, presents many benefits to all marketers – specifically in the pharmaceutical landscape.  

BUT, we don’t see a lot of chatter about its shortcomings.  

AI is like the fusion of computerized machines and human-level intelligence. And like all technology, AI can sometimes fall short. Specifically, as it relates to understanding trends and sentiment in a smaller, more “rare” subset. Although it mimics human-level intelligence, AI isn’t human. It doesn’t feel, it doesn’t understand, and it doesn’t Empathize.  

Becoming reliant on AI can be irresponsible, just as doing everything manually is inefficient nowadays. This is why we recommend fusing AI with the human touch, leveraging these tools to better streamline efforts, while also layering in a human interpretation. For example, community management or listening tools are useful to weed through initial data and big-picture trends, but then we need to manually dig through findings to uncover the true sentiment behind what is being said. We can then work to dissect a patient journey or experience at a more granular, individual level to help inform insights, recommendations and next steps.  

Doing so results in deeper, more qualified insights that inform more impactful tactics. Taking an approach like this and using AI responsibly, (specifically as it relates to the delicate nature of patient experience), just makes sense.