2025: The Year To Figure Out AI
I was chatting with two industry veterans, colleagues, and dear friends of mine in the healthcare marketing space. Cindy Machles is an AI enthusiast who sees the technology as a powerful partner. Violet Aldaia has a front row seat to drive the evolution of advertising and marketing powered by AI.
They shared a recent IBM report with me that found 70% of C-suite executives don’t believe their organizations are ready to integrate Gen-AI into their companies.
The observations and suggestions below from Cindy and Violet can help move this needle for quicker action. Enjoy the read.
With CES, JP Morgan and the 47th Presidential Inauguration behind us, how can healthcare companies move from 2025 planning to action and what are some ways to integrate AI into the process?
Take A Curious and Experimental Approach to AI
The fear of getting started with AI has quickly evolved into the fear of falling behind. Sitting on the sidelines is no longer an option. Marketers who take a curious and experimental approach to AI will learn quickly and gain competitive advantages given the speed at which AI implementation is moving. This will continue exponentially.
Target Low-Hanging Fruit
A great place to start experimenting with AI is with any repetitive or tedious task. The upside here is less time to get promotional material out of the gate and more time for strategic thinking and creativity. Tangible examples of where to begin include:
Claims library development
Pre-checking content for compliance (Medical, Legal, and Regulatory review)
Project brief generation, including auto-populated target audience characteristics and insights derived from research, statistics and product claims residing in a custom database
Get to Insights and Ideas, Faster
Nothing can replace the human mind’s ability to convert audience and market insights into novel business-building ideas (at least not yet). After all, the current LLMs that AI relies on use existing data and content generated by people to deliver answers. However, the volume of information that AI is capable of analyzing, at unprecedented speed, can reveal trends and facts well beyond the obvious that business leaders can use to innovate quickly and drive growth.
Streamline Content Creation
Creative directors are increasingly using Gen-AI to streamline content creation. We can now generate multiple versions of a campaign at the push of a button, from layouts to audio-visual edits. This allows for more efficient production without compromising creativity. Gen-AI tools like Midjourney are quickly evolving to take on more sophisticated content development and editing tasks. A watch out for all uses of AI is hallucinations, such as when AI-generated content doesn’t render anatomy accurately, or less-than-optimal integration, where visuals out of sync with voice create an unwelcome distraction. In these situations, expert human intervention makes all the difference.
Key Takeaways
AI is not a distant future technology but a present tool that offers real-time, actionable insights and creative opportunities. Marketers should adopt a test-and-learn mindset, start small with AI, and continuously adapt to stay ahead of the competition.
Cindy Machles, SecureCHEK AI CMO, led and launched agencies for WPP and mentors start-ups through University of Chicago’s Polsky Center and Chicago Booth Angels Network. She can be reached at cindy@glueadvertising.com.
Violet Aldaia led agencies at major holding companies Omnicom and Havas, is a Springboard advisor for disruptive health companies, and believes creativity and curiosity will be more important than ever in an AI world. She can be reached at violetaldaia@gmail.com.