Beyond the algorithm: Why MedComms still needs humans
Artificial intelligence (AI) has become a hot-topic in almost every industry, and medical communications is no exception – it’s hard to avoid the AI conversation. But as agencies race to adopt the latest tech, it’s worth asking: Is AI genuinely adding value, or are we simply following the crowd? At InterComm, we believe that while AI is a powerful tool, the real intelligence in medical communications will always be human.
Medical communications is fundamentally a human-focused industry. It’s about caring for people and sharing information with accuracy and sensitivity. The purpose isn’t just to transmit facts – it’s to connect with people, support them through vulnerable moments and communicate with compassion. AI, for all its strengths, cannot replicate the nuanced understanding and emotional intelligence that skilled medical writers bring to the table. When people ask if AI will replace medical writers, it’s clear they may not fully grasp what our work entails. The truth is, medical communications relies on human connection, and that cannot be replaced by algorithms.
That said, AI has a valuable role to play in assisting the efforts of medical communications. At InterComm and across the industry, AI tools are helping us automate administrative tasks, summarise notes, organise reminders and accelerate the time it takes us to get from blank page to first draft. These efficiencies free up our teams to focus on higher-level thinking, creativity and refinement, to deliver the highest quality materials to our clients. The best results come when AI works hand-in-hand with human expertise, empathy and creativity.
Human oversight is also critical to minimising the risks of AI: spreading misinformation and perpetuating bias. There are also concerns about environmental impact, copyright and the fear of job loss. That’s why using AI strategically and always with the human-in-the-loop approach is essential. Every piece of content we produce is reviewed by people who ensure accuracy, empathy and ethical standards. In medical communications, trust and quality are paramount, and that means keeping humans firmly at the centre of the process.
So, will AI replace medical writers? I say no. AI is a valuable assistant, but it cannot replace the human touch that defines our industry. The future of medical communications isn’t AI versus humans – it’s AI and humans, working together for better outcomes. At InterComm, we’re embracing AI thoughtfully and with integrity, always keeping people at the centre of everything we do.
