What is genAI and what do healthcare marketers and communicators need to know?

Artificial intelligence is not a new concept but as AI has become more sophisticated, it's begun to play an increasing role in our lives. Next-generation AI is now being used to generate text and images, and it's becoming better at doing so every day. Marketers and communicators, including those working in the healthcare field, need to be aware of this trend and understand how generative AI could be integrated into their workflow.

Firstly, what is generative AI? Generative AI is a type of AI that is used to create text and images. It is different from other types of AI in that it doesn't rely on pre-determined rules or models. Instead, generative AI uses artificial neural networks to learn how to generate novel text and images by using past examples. For example, you can ask an AI-content platform to write your article, social media post, training manual or romance novel, just by providing a few prompts and guidelines. Based on the tremendous amount of digital information the underlying AI platform has analysed previously it will 'magically' create new sentences or paragraphs that generally meet your brief. I say generally, as most content will still need reviewing, editing and checking for accuracy, although it is hoped that content will improve over time as it starts to 'know' what is needed.

With eye-catching visuals created by platforms such as OpenAI's DALLE•3, a lot of attention has been placed on AI image creation, however, Rob Toews writes in Forbes that "AI-powered text generation will create many orders of magnitude more value than will AI-powered image generation in the years ahead. Machines’ ability to generate language—to write and speak—will prove to be far more transformative than their ability to generate visual content."

Several AI content generation companies are already competing in this potentially lucrative space including Jasper, Wordsonic, CopyAI and Rytr - most based on OpenAI's GPT-3 language prediction model (see my previous post on GPT-3). Investors have also been quick to realise the potential of AI content platforms with Jasper recently raising $125 million at a $1.5 billion valuation. Looking at client lists on AI writer websites, most corporate users are from the tech and consumer space including AirBnB, Zoom, Marriott, Ford, Ikea and Spotify, although Pfizer is listed as a Rytr client.

But isn't healthcare content too specialised to be generated by AI? After all, wouldn't an AI writing platform struggle with the complexities of medical terminology and concepts? Not necessarily. Although most of the current crop of AI content platforms are geared towards consumer marketing, there are already some interesting applications in healthcare. For example, creating patient information leaflets and product inserts, or disease awareness social media posts and email content designed for healthcare providers. Certain templates also allow you to transcreate materials designed for the general public to a more specialised audience, and vice versa, in a matter of minutes if not seconds. These assets will almost certainly not be publish-ready content, and will still need a thorough compliance review, but I can imagine how much time will be saved getting to a solid starting point, where all materials have a consistent use of language and tone.

Of course, there are limitations and the quality of the content must be rigorously checked, especially in sectors such as healthcare and medicine. The increasing use of AI for content creation will also not negate the need for great medical writers, copywriters, editors and marketing strategists. I do hope however that those in the healthcare and pharma world (including compliance professionals) don't automatically dismiss the use of such tools as inappropriate, as this will only hold back innovation and may lead to the industry playing catch up later on. Importantly, by automating repetitive tasks and using AI to increase efficiencies, marketing and communications professionals can spend more time and resources focusing on the more strategic and creative aspects of their roles and deliver real value to the healthcare community.

Disclosure: I used Jasper to help draft this article and create the feature image. Still getting to grips with this programme but I am already pretty impressed!

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