AI’s Growing Role in Medical Affairs
As Artificial Intelligence (AI) and Generative AI (GenAI) redefine innovation and efficiency, the medical industry is beginning to fully embrace their potential. AI is emerging as a sophisticated tool for strategic decision-making and tactical design, allowing medical affairs teams to shift their focus from repetitive tasks to higher-value, strategic initiatives.
According to the 2024 ZS Medical Affairs Outlook Report, over 45% of medical affairs professionals state their organizations are either ideating or already building AI capabilities. We caught up with Dr. Patrina Pellett, Training Lead at MSL Mastery, to discuss AI’s current role in Medical Affairs, its future potential, and the mindset shift needed to truly leverage its value.
Q1: How is AI being used in Medical Affairs, and what are people missing?
Patrina: AI is challenging Medical Affairs professionals to rethink their value — to answer what we bring to the table that no machine can replicate.
Some are using AI for everyday tasks: drafting emails, turning scientific papers into podcasts, generating content. That’s good — but it’s just the beginning. The real opportunity lies in using AI as a thinking partner, not just a time-saver. It clears the noise so we can focus on what really matters: better questions, deeper insights, and more strategic thought.
The people who succeed in this space will be those who use AI to amplify their thinking — not replace it.
Q2: What separates those getting value from AI from those who aren’t?
Patrina: It’s not about technical skill — it’s about mindset. The most effective users aren’t chasing every new tool. They know what they’re trying to achieve and use AI to dig deeper into that purpose.
They reflect, plan, and refine their thinking with AI. They aren’t overwhelmed by innovation because they focus on the present need, not the next feature. That’s the difference between being busy and delivering strategic value.
Q3: Why is there still hesitation around AI in Medical Affairs?
Patrina: AI challenges identity. Medical Affairs professionals are valued for their scientific expertise and their ability to synthesize complex data. When AI begins doing those same tasks — faster — it triggers fear. Not fear of technology, but of becoming irrelevant.
We need to reframe that fear. The value isn’t in completing tasks; it’s in thinking critically, interpreting data meaningfully, and drawing connections no algorithm can replicate.
Q4: What’s the most honest or surprising feedback you’ve heard about AI adoption?
Patrina: One leader told me, “I’m afraid my team is falling behind.” That vulnerability struck a chord. It’s not resistance that slows adoption — it’s overwhelm.
But AI taking over routine tasks isn’t a threat. It’s a gift. It gives us the bandwidth to do the work that moves the needle: strategic insight, meaningful relationships, and action-driving conversations. It’s time to stop playing catch-up and start thinking differently.
Q5: What should teams actually focus on to use AI effectively?
Patrina: Forget about tools — focus on the thinking. That’s our foundation in AI Excellence training.
Instead of asking, “What’s the best AI tool?” we ask, “What are you trying to decide? What message are you delivering?” When you anchor your work in strategy and let AI support that process, it becomes a tool for acceleration — not confusion.
This mindset works with any AI tool, making strategy—not software—the key to long-term success.
Q6: How do you see AI shaping the future of Medical Affairs?
Patrina: I’m incredibly optimistic. This is the shift we’ve been waiting for. Medical Affairs has worked for years to earn a seat at the strategy table. Now, AI can help us get there faster by reducing the admin burden and enabling deeper strategic thinking.
AI will handle the busy work. Real value will come from how well we can think, build trust, and influence decisions. The next five years will belong to those who use AI to think — not just to do.
Q7: What’s the one thing you want Medical Affairs professionals to know about AI?
Patrina: Don’t wait to feel like an expert. Just start using AI to think better — to ask smarter questions, connect deeper insights, and align more closely with what really matters. Your value lies not in knowing all the answers, but in knowing which questions to ask.
AI can help with that — if you let it.
About Dr. Patrina Pellett
Dr. Patrina Pellett is a leading voice in Medical Affairs training and development. As the Training Lead for MSL Mastery, she designs programs that elevate strategic thinking, insight gathering, and relationship building — helping MSLs and Medical Affairs professionals move from task-based execution to impactful leadership.
With over seven years in Medical Affairs and a specialization in insight strategy, Patrina has refined how teams collect, interpret, and apply insights that drive business impact. Her content on the Medical Affairs Value blog and Medical Affairs Strategy Hacks YouTube channel offers practical, actionable guidance that bridges the gap between science and strategy.
Connect with her on LinkedIn or say hello at your next industry conference — she’s always ready to talk strategy, insights, and the latest book she’s reading.