Generative AI took the pharma world by storm in late 2022 and has yet to show signs of loosening its grip. While the everyday patient may not yet notice its influence, its ubiquity in the digital ecosystem is undeniable. Nearly every tool we use now has a large language model (LLM) quietly humming in the background, fundamentally changing how we interact with the tools and our expectations of their functionality.
One area where this shift is especially evident is in search. Since its formal rollout in May of 2024, Google’s AI Overviews (AIO) is transforming how people interact with search experiences. Alongside platforms like ChatGPT, Perplexity and Claude, AIO is driving a new era of generative search, fundamentally changing how users discover and engage with information.
These changes influence the entire omnichannel ecosystem, including brand strategy, as companies must adapt to incorporate new data and balance tried-and-true with cutting-edge tactics. But how big of a deal is this really? EVERSANA INTOUCH’s innovative SEO team set out to answer this question and more in this comprehensive analysis within the pharmaceutical industry.
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