In the latest from Fierce Pharma, Graham Johnson, Chief Operating and Product Officer, IPG Health, discusses how AI can help ensure campaign compliance, streamline processes and boost efficiency.
"A lot of people are using prompts and generative AI to help them not just with concepting, but to write better briefs," Graham said. "That’s an incredibly valuable thing."
For focus-group testing, he calls out IPG Health’s LivingMirror application, part of EPICC, as a way for marketers to "collect reactions to campaigns faster and at a lower cost."
When it comes to AI's inaccuracies, Graham shared his concerns, comparing AI to a "really promising intern."
"It is certainly going to get better, and we’re going to put more and more trust into it, but the thing that would keep me up at night is if something happens inadvertently where you think a piece of software or a bot is going to faithfully execute X, Y or Z, but there’s a miscommunication or a misperception with an unintended consequence," Graham said. "In our world, that’s not OK."
