AI in Australian pharmaceutical marketing: opportunities, risks and readiness
Executive summary
Artificial intelligence is rapidly reshaping how healthcare information is created, delivered and consumed. In a few short years, AI has moved from a speculative technology to a practical tool already embedded in everyday workflows. Adoption levels vary, but momentum is speeding up.
Healthcare has emerged as one of Australia’s most active AI-adopting industries, with clinicians already using AI for clinical decision support, diagnostics, documentation and workflow optimisation. These applications are delivering tangible benefits, from reducing administrative burden to improving patient outcomes.
In contrast, adoption within the pharmaceutical industry, particularly in marketing and engagement functions, has been more measured. Conservative governance models, complex regulatory environments and reliance on global enterprise systems have slowed local implementation.
Yet industry leaders increasingly agree that AI will become foundational to how pharmaceutical companies engage healthcare professionals, support health literacy, streamline operations and measure impact.
This paper explores the current reality of AI adoption in Australia, with a focus on pharmaceutical marketing. It examines how Australia compares to overseas markets, the challenges healthcare professionals face when accessing information and the opportunities AI presents across personalisation, patient education, administration and reporting.
It also addresses the risks associated with AI adoption, including compliance, data privacy and misinformation, and outlines how these risks can be managed through strong governance and “human-in-the-loop” oversight.
As AI adoption speeds up faster than regulatory frameworks and organisational habits can adapt, the question for pharmaceutical leaders is no longer whether AI will matter, but how quickly and responsibly organisations can prepare for an AI-first future.
Chapter 2: The reality of AI in Australia
Chapter 3: The opportunities for AI in pharma marketing
Chapter 4: Managing risk in AI adoption
Chapter 5: Preparing for an AI-first future
Thank you to:
Professor Michael Barnett — Neurologist
Matt Britland — Director, Edge Medical Solutions
Leiha Slaven — Informatics Partner, Roche Products
AJ Rollsy — Founder, HealthPoint Research
Simon Walker — Commercial Operations Lead ANZ, Pfizer
Michael Kirby — Country Director ANZ, WebMD
Romain Bonjean — CEO, RoseRx
Ron Eames — Regional Counsel, iNova Pharmaceuticals
