Coming Tuesday, November 10. Patients now turn to AI before, during and after a doctor's visit, yet AI seldom shows up in campaign plans. A brand can buy the ad, but not the answer. Here's how to build AI into the campaign brief.

Does the way someone asks AI a question change the answer they get? I tested five popular AI tools with the same questions about four prescription medicines, asked the way a marketer would and the way many patients really type. Simpler questions got weaker sources, and some answers left out important information. The lesson reaches well beyond healthcare: AI doesn't give every customer the same answer about your business.