Full Programme

In the past year, AI in healthcare research has moved from cautious trials to a game-changing transformation. Large language models now reason, converse and analyse in ways that were impossible 24 months ago, driving a profound shift in qualitative research. Once long and resource-heavy, studies are now being replaced by agile, hybrid approaches where AI-enabled tools turn vast volumes of data — from patient diaries, online forums, telehealth notes, remote monitoring and social media — into actionable insights at speed.

This interactive session will explore current AI adoption across the healthcare system and where it could be in two, five or ten years, for both doctors and researchers. A fireside chat on the stage with a practising doctor will share first-hand perspectives on how AI is influencing clinical decision-making and patient care, and what this means for insight generation. Findings from an internal quantitative study followed by an AI-moderated qualitative survey will reveal adoption trends and expectations for the future, including whether pharma could one day negotiate with AI bots rather than payers.

The discussion will cover practical methods for embedding AI, the tipping point in usability, and the evolving skills required for meaningful engagement in this fast-changing landscape.

A fast-paced, Question Time–style debate with pre-submitted audience questions and a client panel, comprised of early AI adopters, reluctant AI adopters and fast AI followers, etc.

Focusing specifically on the role of AI in elevating the insight's function, we will explore how AI is reshaping research and brand insights today and tomorrow and what guardrails need to be in place.

We'll examine where AI truly adds value by accelerating analysis, enriching synthesis, enabling always-on learning vs. where it risks noise, sameness or strategic blind spots and raising new questions on quality, bias, IP and ethics.

Responding to audience questions, panellists are encouraged to discuss specific case studies with each offering their opinion on the value AI brings. After each question has been discussed, and to encourage engagement, the audience will be asked to vote on if they think use of AI in this scenario is Friend/Foe/Fraud.