Leveraging Generative AI in Brand Planning

This technical report presents findings from EVERSANA's second annual survey focused on the integration of generative AI into brand planning within the life sciences sector. The survey engaged 72 brand planning executives, revealing that less than half are currently utilizing or planning to utilize generative AI for brand planning in 2024. The report outlines recommendations for effectively leveraging generative AI, including the use of synthetic data for qualitative insights and the importance of medical, legal, and regulatory reviews in the execution of brand strategies. Additionally, the report highlights key insights from the survey, such as the belief among 86% of leaders in the value of brand planning outputs and the challenges faced in improving the efficacy and efficiency of brand planning processes. The document also differentiates brand planning from launch planning, emphasizing its iterative nature and the complexity of the annual brand planning cycle, which involves various stakeholders and operational pillars to drive effective brand strategy development.