As AI continues to evolve, its influence on consumer healthcare advertising is accelerating—creating new growth opportunities while transforming systems and processes. Over the past year, PAGB has engaged with members, regulators, industry experts, and international trade associations to explore current AI technologies and the changes they may bring. These insights have been key in assessing how AI can support PAGB members, enhance advertising practices, and strengthen the services we provide. Our latest report sets out these findings and can be read here.
Our research shows that AI is already being used to assist with creative development, claim generation, and compliance monitoring. International initiatives and member feedback confirm its growing adoption, while also raising concerns around accuracy, confidentiality, liability, and the need for human oversight.
Laura Kelly, Deputy CEO at PAGB, who led the research, explains:
“AI offers clear potential to improve efficiency and strengthen the support we provide to our members. As the technology advances rapidly, we must remain agile and be ready to explore new opportunities while carefully assessing risks and ensuring any tools we adopt deliver real value for PAGB and our members.”
As we continue to examine how AI can be integrated into PAGB’s work, our ongoing research and learnings will shape our approach, to ensure any adoption enhances member support while upholding the highest standards of accuracy and accountability.
