AITHENA at PharmaBrands Age of AI Europe 2026: Where Pharma's AI Conversation Is Heading
- Sakshi Meshram
- Mar 13
- 1 min read
10 March 2026 | London
AITHENA attended PharmaBrands Age of AI Europe 2026 as a partner at IET London: Savoy Place. The conference brought together 25 speakers from across pharma marketing, medical affairs, and healthcare communications to explore how generative AI is reshaping the industry — from HCP engagement and content workflows to compliance and commercial strategy.
Co-founders Dr. William McCully and Dr. Hank Du attended on the day, engaging with the conversations shaping the next phase of AI adoption in pharmaceutical organisations.
The programme covered a broad range of topics relevant to the industry's current moment. A panel on ethics, regulation, and the EU AI Act, featuring voices from IPSEN, Clifford Chance, and Advanz Pharma, examined how pharmaceutical organisations can stay compliant without stalling innovation, with particular focus on what high-risk AI applications mean in practice ahead of the August enforcement deadline. Separately, a session on the evolving client-agency operating model addressed how in-house AI adoption is reshaping accountability, asset ownership, and where agencies continue to add genuine value as governance and quality partners.
Observation from the day that stood out as particularly relevant to where the industry is heading: the organisations that can certify AI-generated content and take accountability for it will command a premium.
AITHENA's partnership with PharmaBrands Age of AI reflects the company's commitment to being part of these conversations as the pharmaceutical industry works through what responsible, compliant AI adoption looks like in practice.
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