Artificial intelligence is driving a fundamental transformation in pharmaceutical marketing, but many organizations are still grappling with how to put it to work. In this executive interview, Jay Richetelli, who leads the client partnership team at DeepIntent, shares how pharma brands are navigating the shift as AI reshapes how audiences are reached and engaged.
Richetelli explains that while AI tools are advancing rapidly, the data that powers them often lags behind. To move from experimentation to execution, brands must first unify and clean their data, creating a reliable intelligence layer that enables more precise audience targeting and smarter media investment decisions.
The conversation also highlights the growing pressure to prove ROI in pharma marketing. By moving beyond reach-based metrics and tying media spend directly to outcomes such as verified patients and new starts, Richetelli outlines why brands willing to embrace precision, experimentation and AI-driven speed are best positioned to break through the noise.