By Bryan Gaffin, Executive Creative Director, FCB Health New York
The annual AI Summit returned to New York’s Javits Center in December, closing out 2024 with an impressive lineup of leaders, technologists and innovators exploring the transformative power of AI. The event highlighted the growing investment in AI and demonstrated the urgency of sparking conversations about how AI can drive tangible, human-centered progress through actionable, real-world products.
Navigating this nascent technology
Walking the exhibit floor, most major companies and exhibitors relied on the same technical terminology—“data-driven insights,” “turnkey solutions,” and “scalable platforms.” However, it was clear this year’s focus was more about preparing for AI’s future potential than showcasing real-world, actionable use cases. Smaller startups brought passion and niche ideas but often struggled to articulate their relevance to a broader audience.
This uniformity underscores a critical lesson: technical capabilities are no longer a differentiator; they’re table stakes. The real opportunity lies in showcasing how AI directly addresses human needs, solves real problems and delivers measurable value. Companies that clearly communicate this connection will set themselves apart in the crowded AI marketplace.
The importance of human-centered AI
The most successful presentations and exhibitors at the summit went beyond technical jargon, focusing instead on how AI enhances real-world decision-making. Innovations like robotics and prosthetics showed how AI could augment human abilities and solve pressing challenges in creative, tangible ways.
Amidst the noise, a few exhibitors stood out by demonstrating thoughtful applications of AI that address specific challenges:
- Boston Robotics: The “SPOT” robot demonstrated how AI-driven robotics can assist in disaster recovery, infrastructure inspection, and healthcare logistics. For example, SPOT’s ability to autonomously navigate complex environments makes it an ideal candidate for transporting medications, lab samples, or supplies within hospitals, reducing strain on human staff and increasing operational efficiency.
- NASA: From managing mission-critical operations to enabling autonomous navigation for lunar and deep-space missions, NASA showcased how AI can help humanity reach new frontiers.
- Revea: Their skincare platform blends facial scanning with AI to create bespoke personalized skin creams based on a combination of their existing products. This innovative approach offers consumers tailor-made solutions, providing a glimpse into how AI can transform everyday experiences through personalization.
- Psyonic: Advanced prosthetics leveraging AI to enhance mobility and improve quality of life showcased the human potential of technological innovation.
These examples highlight a broader truth: impactful AI thrives when designed with a clear purpose and a commitment to solving human problems.
Lessons for healthcare marketers
While AI’s healthcare applications weren’t a central focus of the summit, the event offered valuable takeaways for healthcare marketers:
- Focus on outcomes: Move beyond highlighting AI’s capabilities—show how it improves lives through compelling, real-world examples. Whether it’s better patient outcomes, operational efficiencies or streamlined workflows, actionable case studies resonate more than technical specs.
- Simplify the story: AI can be complex, but it doesn’t need to feel inaccessible. Break down applications into relatable terms that connect with both experts and lay audiences.
- Position AI as a partner: Emphasize how AI supports human expertise, rather than replacing it. This framing fosters trust and shows the value of collaboration between humans and machines.
Healthcare marketers can also learn from other industries’ successes in bringing AI to life, adapting best practices to address the unique needs of patients and providers. This approach isn’t just about keeping up—it’s about leading in the AI space. By prioritizing human-centered AI and improving health outcomes, the healthcare industry can demonstrate how technology can be both innovative and empathetic.
At IPG Health, we’re excited to continue setting the standard for impactful AI in healthcare. These principles guide every application of AI in our network, from simplifying complex medical information to enabling more meaningful interactions between patients and providers.
