Table 2 Key findings of interviews with... | Emerald Publishing

Table 2

Key findings of interviews with marketing professionals

Aggregate dimension	Key findings
Triggers for Behavioural Intention to Use GenAI	Marketing professionals identify several factors driving their intention to use GenAI in content creation. Key performance expectations include its ability to handle repetitive tasks, streamline content creation (e.g. layouts, photo editing, and copywriting), and enhance internal communication. GenAI also facilitates creativity, inspires new ideas during brainstorming sessions, and enables personalised communication tailored to target audiences. Social influence and cultural acceptance further encourage adoption, as the widespread use of GenAI fosters industry emulation. Additionally, a hedonic motivation tied to the novelty and enjoyment of using GenAI enhances the appeal of this technology, although some warn that this effect may diminish over time.
Convenience Assessment	Marketing professionals stress the need to evaluate the convenience of adopting GenAI for content creation. Effort expectancy is crucial, with usability and ease of learning influencing adoption. Although GenAI is powerful, the initial learning curve, particularly in mastering prompt input, can lead to frustration when expectations don’t align with the required effort. Habit is also significant, as professionals are accustomed to using technology for everyday marketing tasks. This familiarity means that adopting GenAI feels natural and aligns with existing routines, minimising resistance to integration and enhancing the likelihood of adoption. Lastly, price value is positively viewed. Professionals see GenAI’s cost comparable to on-demand multimedia subscriptions, a manageable investment essential for maintaining market positioning.
Facilitating conditions	Marketing professionals highlight several key facilitating conditions influencing the adoption of GenAI in the pharmaceutical sector. The evolving digital communication landscape offers a substantial opportunity for GenAI as the sector shifts from traditional to more digital-focused communication strategies. Many see this as a turning point that encourages adoption. Corporate culture is also crucial: pharmaceutical companies are increasingly open to experimentation in marketing, recognising that innovative communication is essential for competitiveness. However, regulatory compliance remains a significant challenge. The lack of clear regulations on GenAI-generated content, especially regarding intellectual property and copyright, poses risks and limits its wider adoption. Interviewees express concerns over potential legal and financial implications, stressing the need for well-defined national and international guidelines to support GenAI’s responsible use.
Fear of becoming obsolete	Marketing professionals express mixed feelings about the potential impact of GenAI on job security. While some foresee reducing roles tied to repetitive tasks, most believe that human creativity and nuanced understanding remain irreplaceable. Human oversight is essential, especially in the pharmaceutical sector, where communication often requires a carefully calibrated tone and deep comprehension of health-related complexities. GenAI is perceived as lacking the depth for high-stakes content creation, reinforcing the need for human involvement. Professionals also emphasise that GenAI’s limitations in sustaining in-depth dialogue and understanding campaign objectives mean it cannot replace the relational aspects of marketing communication. Consequently, GenAI is seen as an asset that complements human creativity rather than threatening their roles. Experts advocate for new hybrid roles, seeing GenAI as a catalyst for skills development, particularly in areas like prompt engineering, that allow professionals to blend technical and creative expertise.

Aggregate dimension	Key findings
Triggers for Behavioural Intention to Use GenAI	Marketing professionals identify several factors driving their intention to use GenAI in content creation. Key performance expectations include its ability to handle repetitive tasks, streamline content creation (e.g. layouts, photo editing, and copywriting), and enhance internal communication. GenAI also facilitates creativity, inspires new ideas during brainstorming sessions, and enables personalised communication tailored to target audiences. Social influence and cultural acceptance further encourage adoption, as the widespread use of GenAI fosters industry emulation. Additionally, a hedonic motivation tied to the novelty and enjoyment of using GenAI enhances the appeal of this technology, although some warn that this effect may diminish over time.
Convenience Assessment	Marketing professionals stress the need to evaluate the convenience of adopting GenAI for content creation. Effort expectancy is crucial, with usability and ease of learning influencing adoption. Although GenAI is powerful, the initial learning curve, particularly in mastering prompt input, can lead to frustration when expectations don’t align with the required effort. Habit is also significant, as professionals are accustomed to using technology for everyday marketing tasks. This familiarity means that adopting GenAI feels natural and aligns with existing routines, minimising resistance to integration and enhancing the likelihood of adoption. Lastly, price value is positively viewed. Professionals see GenAI’s cost comparable to on-demand multimedia subscriptions, a manageable investment essential for maintaining market positioning.
Facilitating conditions	Marketing professionals highlight several key facilitating conditions influencing the adoption of GenAI in the pharmaceutical sector. The evolving digital communication landscape offers a substantial opportunity for GenAI as the sector shifts from traditional to more digital-focused communication strategies. Many see this as a turning point that encourages adoption. Corporate culture is also crucial: pharmaceutical companies are increasingly open to experimentation in marketing, recognising that innovative communication is essential for competitiveness. However, regulatory compliance remains a significant challenge. The lack of clear regulations on GenAI-generated content, especially regarding intellectual property and copyright, poses risks and limits its wider adoption. Interviewees express concerns over potential legal and financial implications, stressing the need for well-defined national and international guidelines to support GenAI’s responsible use.
Fear of becoming obsolete	Marketing professionals express mixed feelings about the potential impact of GenAI on job security. While some foresee reducing roles tied to repetitive tasks, most believe that human creativity and nuanced understanding remain irreplaceable. Human oversight is essential, especially in the pharmaceutical sector, where communication often requires a carefully calibrated tone and deep comprehension of health-related complexities. GenAI is perceived as lacking the depth for high-stakes content creation, reinforcing the need for human involvement. Professionals also emphasise that GenAI’s limitations in sustaining in-depth dialogue and understanding campaign objectives mean it cannot replace the relational aspects of marketing communication. Consequently, GenAI is seen as an asset that complements human creativity rather than threatening their roles. Experts advocate for new hybrid roles, seeing GenAI as a catalyst for skills development, particularly in areas like prompt engineering, that allow professionals to blend technical and creative expertise.

Source(s): Authors’ own work