Current opportunities for the use of digital technologies (including artificial intelligence) in the advertising of medicines

The development of digital technologies stimulates the active development of digital marketing, which is reflected in the stages of the advertising lifecycle. Traditional approaches to the creation, placement and analysis of advertising effectiveness are giving way to innovative technologies based on artificial intelligence (AI). Despite the extensive experience of using AI in advertising, many processes of creating materials for the promotion of medicines are not automated, which is primarily due to the difficulty of standardizing their compliance with legal norms, as well as the requirements of bioethics, morality and ethics. The article examines the key areas of digitalization of pharmaceutical advertising processes, from media purchases and work with visual content to data—driven analytics and social media management. The specific examples of the implementation of AI solutions in the advertising strategies of modern companies are analyzed.