Recently, OpenAI launched ChatGPT Health. Anthropic followed days later with Claude for Healthcare. Google quietly pulled AI-generated health summaries after an investigation found they were serving misleading information. The message is clear: AI is now the front door for health information—and the race to own that door is accelerating.

Six months ago, a physician searching for dosing guidance on a GLP-1 would have clicked through to the prescribing information. Today, they’re asking ChatGPT—and the answer may or may not mention your brand.

That’s the shift. Not theoretical, not coming soon—already here.

To understand what this means for pharma marketing, I reached out to ten industry leaders across agencies, brands, and technology companies. I asked them: What should the industry be excited about? Where’s the biggest gap between hype and reality? What aren’t we talking about enough?

Their answers don’t form a tidy consensus. Some see breakthrough potential; others urge caution. Some are building the infrastructure; others are questioning whether we’re building on solid ground. What emerges is an industry at an inflection point—moving fast, but not always in the same direction.

Here’s what they told me.