Using AI and RWD to Drive Creative Decision-Making

Pharmaceutical Executive: How do agencies use RWD to drive creative decision making?
Ted Sweetser: A lot of RWD consists of quantitative information. Our database of claims has about 60 million claims in it. If you talk about those as individual data elements, you can get into the trillions. That’s impressive, but it’s meaningless unless someone understands what it is.

Where AI and brand translation comes in is the ability of AI to translate across disciplines. Administrative overhead increases on the amount of resources it takes to run any sort of organization. You must manage huge amounts of information coming in that must be interpreted differently across elements of the business.

A writer that I like compared the invention of AI to the invention of the filing cabinet, which doesn’t sound super exciting. The filing cabinet is not magical, but it enables making the same information standardized and accessible across an entire enterprise. That’s where I think an agency’s ability to translate comes in, and certainly AI will be an empowering factor to this.

I have an example from inside the lab. One of my peers took our full documentation database, everything that we use to educate clients on how to use the reports on our platform and our APIs, and he put a LLM on top of it. He essentially created a search and summarization feature for any question you could think of about how the platform works. That was just a beta test, so we’re not rolling something like that out anytime soon, but it is an example of an agency’s ability to turn analyst reports into a coherent strategy and a set of tactics that will form the creative development and media deployments.