THE MANIFESTATION OF CHARACTERISTICS, OPPORTUNITIES AND CHALLENGES OF ELECTRONIC SYSTEMS AND DIGITAL INTELLIGENCE USING IN PHARMACEUTICAL SERVICES

Aim of the research was to study and analyze characteristics, opportunities and challenges of electronic systems and digital intelligence in pharmaceutical services. Integrating artificial intelligence into pharmacy practice presents opportunities and challenges. AI systems promise to speed up task completion and improve operational efficiency, but there are challenges that must be overcome in implementing, operating, and improving AI. With the necessary financial support and comprehensive education and training initiatives, these challenges can be overcome. It is important to highlight the benefits and added value that AI systems bring to the pharmaceutical care services to mitigate challenges and demonstrate the potential to improve patient care and outcomes. Shared decision-making between healthcare workers and patients requires trust, a sense of partnership and transparency in their interactions. Healthcare professionals become collaborators on the patient's journey to health, yet still provide empathy and a human touch to support patients' well-being. The pharmacy profession has the ideal aptitude and competencies to provide more digital healthcare services to patients.