Cut Through the Noise: Creative Strategy in the Age of AI

In a recent webinar, hosted by DTC Perspectives, Dan Gandor, EVP, Head of Omnichannel & Digital Transformation and John Kenny, Chief Strategy Officer joined Richard Palizzolo, Executive Director, CX & Advanced Commercial Capabilities at Sobi to explore the evolving landscape of creative strategy in the age of AI. 

The session opened with a powerful reflection from Dan Gandor: 

AI has made it easier than ever to create content, but harder than ever to be heard. In fact, a new 2025 HubSpot study found that 42% of marketers say AI-driven content has doubled the noise in their channels over the last year.

This isn’t a volume problem anymore—it’s a meaning problem. It’s not about creating more content, but about creating meaningful content that can be amplified and scaled through AI. 

This perspective set the tone for a dynamic discussion on how AI is reshaping the way marketers create, refine, and scale content—without losing sight of the human experience at the center of it all. 

Throughout the conversation, the panel explored how brands can move beyond experimentation and apply AI in practical, strategic ways, including: 

• Human-Centric Marketing: Using AI to strengthen connection with patients and healthcare professionals, enabling more empathetic and relevant experiences. 

• Data-Driven Strategy: Leveraging AI to uncover insights faster, inform decision-making, and guide smarter creative and media strategies. 

• Creativity at Scale: Balancing discipline and brand consistency with the expansive possibilities AI unlocks for content development. 

• Personalization & Agility: Testing, refining, and delivering tailored experiences efficiently across channels. 

• What’s Next: Lessons learned from early adoption and what marketers should be thinking about as AI continues to evolve. 

AI is transforming the marketing landscape, but as this discussion made clear, its greatest value comes when paired with human insight, creativity, and empathy. At EVERSANA INTOUCH, we’re helping brands harness AI not just to keep pace—but to lead with purpose in patient-centric, meaningful marketing.  

Complete the form below to access the full webinar recording.