In this Short Take, Mark Bard interviews Michael Sivak, Senior Director, Consumer Experience &  Enterprise Digital Capabilities at AstraZeneca, about the impact of AI and Generative AI on the health and pharma industry. They discuss how AI has been around “for a while” but has just recently become more mainstream. Sivak emphasizes the importance of having a specific problem to solve when implementing Generative AI into a brand plan, such as personalization, adapting content for different audiences, and addressing misinformation. The conversation concludes with expressed excitement about the possibilities and potential of AI in the future.