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Abstract

Background: Artificial intelligence (AI) and chatbots are significantly altering pharmaceutical advertising by facilitating personalized patient engagement and enhancing treatment optimization. Their adoption presents substantial ethical, regulatory, and equity challenges that require thorough analysis. Objectives: The objectives of this review are to analyze: (1) the implementation of AI technologies, such as chatbots and predictive analytics, in pharmaceutical advertising; (2) ethical risks, including algorithmic bias and misinformation; (3) deficiencies in global regulatory frameworks, specifically those of the FDA and EMA; and (4) effects on health equity, with a focus on vulnerable populations. Methods: A narrative review was conducted using several databases with structured search terms related to AI, pharmaceutical advertising, ethics, regulation, and equity. The inclusion criteria encompassed English-language articles and reviews published between 2019 and 2024. Results: AI chatbots improve engagement; however, they demonstrate significant biases, such as racially biased advertising targeting, and present compliance risks, with 22% of AI-generated responses failing to include drug risk information. Regulatory systems face challenges in addressing AI's real-time adaptability, resulting in an ``ethics-regulation gap.'' Vulnerable populations, such as the elderly, low-income individuals, and racial minorities, experience heightened disparities resulting from biased algorithms and barriers to accessibility. Hybrid human-AI oversight and design centered on equity are essential mitigations. Conclusion: Although AI presents significant opportunities for personalized healthcare, persistent ethical and regulatory issues may worsen existing inequities. Successful outcomes necessitate collaborative governance, inclusive design, and aligned global standards to guarantee patient safety and equity.

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Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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