What's Happening?
At The Drum Awards for Marketing Americas 2026, Lali Lobzhanidze, the executive director of creative excellence and effectiveness at Novartis, emphasized the need for a scientific approach in marketing. She argued that successful campaigns should not
rely solely on creativity but also incorporate scientific rigor and behavioral insights. Lobzhanidze highlighted the importance of treating marketing with the same discipline as sciences like physics, suggesting that marketing should be based on evidence and systematic processes. She noted that while AI is enhancing operational efficiency, it should not replace human expertise in marketing. Instead, AI should serve as an augmentation tool, supporting the human-centered approach crucial in fields like healthcare marketing.
Why It's Important?
Lobzhanidze's perspective underscores a significant shift in the marketing industry, where data-driven strategies and scientific methodologies are becoming increasingly vital. This approach can lead to more effective marketing campaigns that are not only creative but also grounded in behavioral science and evidence-based practices. As AI continues to integrate into marketing workflows, the balance between technology and human insight becomes crucial. This shift could redefine how brands engage with consumers, potentially leading to more personalized and impactful marketing strategies. Companies that adopt this scientific approach may gain a competitive edge by delivering more consistent and effective marketing outcomes.
